Mobidia and ABI studied data from millions of smartphone users in countries including China, Germany, Japan, Malaysia, Russia, Singapore, South Korea, the U.S. and the U.K., and they found that:
- Facebook drove the most monthly usage of all apps in the U.S., with 68 percent of analyzed users averaging 730 minutes per month on the app, or 24 minutes per day.
- Facebook-owned messaging app WhatsApp was dominant in Western Europe, with 73 percent of analyzed users averaging 612 minutes per month, or 20 minutes per day.
- The Facebook app realized engagement of 60 percent, with users averaging 500 minutes per month, and Facebook-owned photo- and video-sharing app Instagram saw engagement of 20 percent, with users averaging 300 minutes per month.
- On a global basis (excluding South Korea, Japan and Germany), Facebook experienced the highest monthly utilization rates, with more than 50 percent of analyzed users engaging with its app.
Mobidia senior vice president of marketing Chris Hill said in a release announcing the results:
Social and chat apps are clearly having an impact on mobile data usage, and the performance of Facebook’s app portfolio is impressive. We expect to see other app developers taking inspiration from the engagement metrics that Facebook has been able to achieve.
Readers: Did any of the findings by Mobidia and ABI surprise you?