Facebook has been under the microscope for many months and now new AppOptix data from 2018 Q4 showcases that the pressure may be showing up in terms of consumer usage. The figures in the table below illustrate how the number of monthly sessions and time spent on the Facebook mobile app (Android-only) has declined in 2018 Q4 vs. Q3. In fact, use has been declining consistently each quarter of 2018. This isn’t entirely unexpected given the market scrutiny; however, what’s notable is that Instagram – owned by Facebook and considered to be their leading growth platform – has also shown moderate drop-off in use. Now these recent developments may be irregular blips or it could signal something far worse, that is, a broader downward trend where consumers just don’t care for the same levels of social interactions from before. Either way, Facebook will need to right the ship – perhaps new and innovative value added socially interesting features or products are forthcoming. Perhaps even an acquisition. Whichever the case, the market will be paying attention as Facebook ponders their next move over the next couple quarters.
| Facebook |
2018 - Q1 |
2018 - Q2 |
2018 - Q3 |
2018 - Q4 |
| Monthly Average Sessions (#/User) : Active User Measure |
326.3 |
317.8 |
302.2 |
275.8 |
| Monthly Average Sessions - Q over Q % increase/decline |
|
-2.6% |
-4.9% |
-8.7% |
| Monthly Average Time Spent (Mins/User) : Active User Measure |
1,042.5 |
1,000.1 |
961.3 |
882.6 |
| Monthly Average Time Spent - Q over Q % increase/decline |
|
-4.1% |
-3.9% |
-8.2% |
| Monthly Engagement (%) : Active User Measure |
76.6 |
77.8 |
74.9 |
76.0 |
| Incidence Level / Penetration Rate (within the AppOptix Panel) |
50.7 |
52.6 |
52.3 |
53.4 |
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| Instagram |
2018 - Q1 |
2018 - Q2 |
2018 - Q3 |
2018 - Q4 |
| Monthly Average Sessions (#/User) : Active User Measure |
137.3 |
134.6 |
134.1 |
124.2 |
| Monthly Average Sessions - Q over Q % increase/decline |
|
-2.0% |
-0.4% |
-7.4% |
| Monthly Average Time Spent (Mins/User) : Active User Measure |
297.2 |
290.9 |
308.0 |
303.2 |
| Monthly Average Time Spent - Q over Q % increase/decline |
|
-2.1% |
5.9% |
-1.6% |
| Monthly Engagement (%) : Active User Measure |
69.5 |
70.4 |
68.0 |
69.5 |
| Incidence Level / Penetration Rate (within the AppOptix Panel) |
34.1 |
34.8 |
35.7 |
36.3 |
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| Sample: N=4400, US Android Smartphone Users |
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