This month, US Android users have spent almost as much time on Instagram as they did on Facebook. Snapchat is not far behind.
According to new data from online measurement company SimilarWeb, Android users in the US are now close to spending as much time on Instagram as they do on Facebook. The reason is simple: Instagram usage is on the rise, and Facebook just doesn’t seem to be growing much anymore.
Instagram has been growing though, and catching up with both Facebook and Snapchat, and even moving past the latter back in February of 2018. On average, Android users spent 53 minutes per day on Instagram in June, just 5 minutes less than on Facebook and 4.5 minutes more than on Snapchat.
Time spent on platforms is a key performance indicator for platforms. The more time users spend on a platform, the more ads it can serve them. Of course, advertising remains the main revenue channel for these platforms.
On the other hand, most apps are now seeking ways to help users limit the amount of time they spend on them. Both Instagram and Facebook are known to be working on tools right now, and it wouldn’t be a surprise if Snapchat followed on this new trend.