London-based data collection company SimilarWeb studied the habits of Android users across the world, to monitor the changing popularity of social media apps and discovered that the social media frenzy is dying down and people are starting to spend less time on social media apps.
In almost all countries, time spent on the four leading social media apps, Facebook, Instagram, Snapchat and Twitter had fallen.
In some cases, the drop in usage was minimal, with Snapchat usage in Brazil dropping from 11.23 minutes to 11.10 minutes.
Other cases saw a more substantial drop, like time spent on Twitter in France. Over Q1 2015, the average in France was 19.80 minutes and in Q1 2016, that number dropped to 13.12, a drop of 34 per cent.
In a few cases, such as Facebook’s usage in Spain, time spent within an app did rise but that was bucking the trend.
SimilarWeb marketing analyst Pavel Tuchinsky said that across the board, people are spending less time on their Social Media apps.
Most countries spent less time on Facebook compared to last year, with the exception of Germany where the time was roughly the same last year compared to this.
Instagram also saw a rise in installs in several countries including France, Germany, and the US. Instagram’s biggest loss, however, came in India where the app dropped from being installed on 32 per cent of Android devices to 19 per cent.