Facebook Users Spend 14 Hours Per Month on Its Mobile App [STUDY]

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Facebook Users Spend 14 Hours Per Month on Its Mobile App [STUDY]

The results of a study commissioned by analytics firm Verto reveals just how much time people are spending on Facebook’s mobile app each month.

Facebook’s 222 million monthly users in the US spend an average of 14 hours each month within the the company’s mobile app.

By comparison, that’s 6.6 hours more than the average time spent on WhatsApp per user per month, and a whole 9 hours more than YouTube users spend on its mobile app each month.

The report notes a huge discrepancy between time spent on an app and the total reach of that app. For example, between Facebook Messenger and WhatsApp, Messenger has the greatest reach (87 million US users) but WhatsApp is more successful at engaging its audience of only 10 million US users.

WhatsApp users spend 5 hours more per month on its app compared to the total time spent by users on the Facebook Messenger app each month.

Verto speculates the difference in user engagement might be one of the reasons Facebook valued WhatsApp at $19 billion when it acquired the company in 2014.

If you had any doubts when it comes to Facebook’s investment in mobile properties, consider that Facebook’s app now accounts for 76% of total time spent by users on the social network.

Wondering how well Twitter is doing at capturing the attention of mobile users? It’s currently in 5th place when it comes to total time spent by mobile users each month — and that’s counting Vine and Periscope as well.

Facebook is without a doubt the uncontested leader where capturing the attention of mobile users is concerned.

This is the kind of information that can help guide marketers towards where to allocate their time and money when running mobile marketing campaigns.

For more stats like these, see Verto’s full report on the US digital content market for the first half of 2015.

Image Credit: Denys Prykhodov / Shutterstock.com

Matt Southern
Matt Southern has been the lead news writer at Search Engine Journal since 2013. His passion for helping people in all aspects of online marketing... Read Full Bio
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  • R.Rogerson

    Something doesn’t sound right there.
    Facebook = 14 Hours per Month? (≈ 3.10 Hours per Week … ∴ ≈ 27 Minutes a Day)
    WhatsApp = 7:40 Hours per Month? (≈ 1.45 Hours per Week … ∴ ≈ 15 Minutes a Day)
    YouTube = 5 Hours per Month? (≈ 1.10 Hours per Week … ∴ ≈ 10 Minutes a Day)

    I spend more time making Coffee each day than Fb users do on their app!

    I can only assume that this is simply another example of stupid statistics.
    Mean Average is generally a waste of everyone’s time.
    Chances are there are a tiny % of users that are on the app for a few minutes, whilst the majority are on for far far longer than the above figures indicate.

    Was there any clarification on how the numbers where crunched?
    Or whether these where “typically” single or multi sessions?

    • Hannu Verkasalo

      Hi R. Rogerson,

      these numbers are based on measurement data of research panelists that we use for interpreting the digital content market in the US. Our methodology is based on behavioral measurement data that we collect from our multi-screen consumer panels. The measurement data is then combined with calibration data that we collect from analytics and advertising platforms across nearly half a billion devices monthly.

      Kind regards,

      Hannu Verkasalo, CEO of Verto Analytics

      • R.Rogerson

        And yet that told us absolutely Nothing about the veracity or quality of the data.

        Research Panelists : Are these “users” that agree to be monitored? How many? What demographics? How are they selected? Are some refused/declined/omitted? Upon what grounds/reasons?

        Calibration data : and what exactly does that mean?
        You combine it? How, in what manner? Are you using the RPs as a sample data set, and then scaling it to match volumes indicated in your analytics? If so, are you matching the demographics?
        Was there smoothing? Where outliers removed? Are we talking Mean, Mode, Range or what type of “average”?

        I know, I know – darn awkward aren’t I.
        But I have to ask … as those figures are incredibly Small.

  • Sweta Mishra

    Great article matt, but I don’t have Facebook app on my phone.. I usually like to use fb on desktop.