The acquisition has surpassed the parent: According to data from GlobalWebIndex, Facebook usage in the U.K. is down 7 percent over the past 12 months, while Instagram has seen an 18 percent rise in active users over the same time period.
GWI said in an email to SocialTimes:
During the past 12 months, Facebook saw a 7 percent drop in the U.K. in terms of active usage — hardly the dramatic decline that some headline-writers like to report, but still illustrative of the rise of smaller platforms like Instagram, Pinterest and Tumblr. Indeed, Instagram grew its active user number by 18 percent over the same period, driven by the trends toward multi-networking across numerous social media services.
Compared to Facebook, Instagram can also boast a much younger audience: 39 percent of its U.K. users are aged 16 through 24, compared with just 16 percent on Facebook. Instagram’s users also spend longer per day on social networks, although they have a much bigger skew toward women.
One place where Facebook still leads all other networks is in relation to usage frequency. Some 53 percent of its U.K. users log in multiple times per day, versus just 29 percent on Instagram. This pattern is repeated globally, too, underlining the key role that Facebook plays even as members use it more passively.
Readers: Did any of GWI’s findings surprise you?
Image of U.K. flags courtesy of Shutterstock.