Facebook and Messenger lose space on the national home screen
The loss of popularity of Facebook and Facebook Messenger continues. The two Meta apps registered the biggest drops in the new edition of the Panorama Mobile Time/Opinion Box survey on app users worldwide due to Tiktok’s presence. In one year, Facebook’s presence on the home screen dropped from 43% to 37% of national smartphones. It still ranks among the three most popular apps in Brazil, but its user engagement is declining: in six months, the proportion of Brazilians with smartphones who point to Facebook as the app they spend more time on has decreased from 15% to 10%.
By the same criterion of presence on the home screen, Messenger, in turn, dropped 7 percentage points in one year, from 12% to 5%, falling from 8th to 23rd position in the ranking. Messenger’s loss of popularity has also been recorded in the latest editions of the Panorama Mobile Time/Opinion Box survey on mobile messaging.
But the worst news for Mark Zuckerberg comes from Instagram. Until then, this app had been growing continuously, and in 2020 it became the second most popular in the country, ahead of Facebook and only behind WhatsApp. However, in this edition, Instagram had a drop of 3 percentage points, down from 45% to 42%.
On the other hand, WhatsApp remains untouchable in the first position. In addition to being present on the home screen of 54% of national smartphones, it is also the app that Brazilians open the most throughout the day and the one where they spend more time. In this last aspect, there was an increase of 5 percentage points in six months: between May and November, the proportion of Brazilians with smartphones who point out WhatsApp as the application where they spend more time rose from 28% to 33%.
The survey was carried out between November 10 and 20, 2021 with 2,036 Brazilians aged 16 or over who access the Internet and have a smartphone – before, therefore, the resurgence of Covid-19 cases was verified at the turn of the year. The full report can be downloaded here. The survey has a margin of error of 2.1 percentage points and a 95% confidence level.