{"id":500633,"date":"2023-07-18T13:21:48","date_gmt":"2023-07-18T11:21:48","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=500633"},"modified":"2023-07-18T13:23:14","modified_gmt":"2023-07-18T11:23:14","slug":"threads-users-plummet-after-blockbuster-launch","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/internet\/500633-threads-users-plummet-after-blockbuster-launch.html","title":{"rendered":"Threads users plummet after blockbuster launch"},"content":{"rendered":"

After impressive uptake in the first few days after its launch, Meta Platforms’ Threads app saw its usage decline by half roughly a week after hitting peak activity.<\/p>\n

According to a new report from SimilarWeb<\/strong><\/a>, the app’s daily active users on Android declined from its best of 49 million on 7 July 2023, a day after launch, to 23.6 million by 14 July 2023.<\/p>\n

The latter is roughly 22% of Twitter’s daily active user count on Android, SimilarWeb said.<\/p>\n

“Despite attracting far broader attention than Twitter alternatives like the open-source Mastodon or the still-beta Bluesky, the Threads spin-off from Meta’s Instagram business unit does not yet have customers coming back regularly,” SimilarWeb said.<\/p>\n

SimilarWeb also said Threads appeared to have a small impact on Twitter web usage, with a 5% drop in twitter.com web traffic in the first two days after its launch.<\/p>\n

“On the days of peak interest in Threads, Twitter’s daily active users on Android, worldwide, were virtually unchanged, but time spent was down 4.3% \u2013 perhaps because some users were off trying Threads,” SimilarWeb said.<\/p>\n

“Even with that drop, however, the average total time spent on Twitter was about 25 minutes,” SimilarWeb said.<\/p>\n

By comparison, the peak total time spent on Threads hit an average of 21 minutes on\u00a0 7 July 2023 but declined to 6 minutes a week later.<\/p>\n

The graph below shows how the daily active users on Threads and Twitter on Android compared over Threads’ launch period.<\/p>\n

\"\"<\/a><\/p>\n

Threads surpassed 100 million sign-ups<\/strong><\/a> only four days after its rollout, making it the fastest-growing mobile app ever, despite not being available in Europe.<\/p>\n

That led to speculation that it could surpass Twitter as the most popular short-format text-based social media app within a few months.<\/p>\n

Twitter has a monthly active user base estimated to be between 400\u2013500 million, while owner Elon Musk recently said its total daily active users stood at 259.4 million.<\/p>\n

SimilarWeb said Threads’ many missing basic features and lack of a compelling reason to switch from Twitter contributed to its declining usage.<\/p>\n

However, it’s not all sunshine and roses for Twitter either, which has seen its user retention decline compared to a year ago.<\/p>\n

“On Android, the percentage of new users who are continuing to regularly use the Twitter app after 30 days has dropped from 19% in May 2022 to 16% in May 2023,” SimilarWeb said.<\/p>\n

“In contrast, the loyalty of new Instagram users has held steady at about 40%.”<\/p>\n

The latter is important in light of the fact that people sign up for Threads using an Instagram account.<\/p>\n

\n

Now read: Twitter threatens to sue Meta over Threads<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"

After impressive uptake in the first few days after its launch, Meta Platforms’ Threads app saw its usage decline by half roughly a week after hitting peak activity.<\/p>\n","protected":false},"author":341042,"featured_media":499165,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[397,11373,35,10424,73842,2808,60669,405],"class_list":["post-500633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet","tag-android","tag-elon-musk","tag-headline","tag-instagram","tag-meta-platforms","tag-social-media","tag-threads","tag-twitter"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/500633"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341042"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=500633"}],"version-history":[{"count":1,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/500633\/revisions"}],"predecessor-version":[{"id":500673,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/500633\/revisions\/500673"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/499165"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=500633"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=500633"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=500633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}