Mobile apps usually measure
success by how engaged their users are. Are people coming back at least
once a month to their service? If not, there’s a problem. Yet that idea
doesn’t apply to the granddaddy of social apps, Facebook.
You’d think it would, since recent studies are showing
that people who use Facebook, particularly those under the age of 25,
are going on the social network less and less. They’re not as engaged as
they once were. They’re being lured away by other apps like Snapchat,
Instagram, WhatsApp and Pinterest.
The researchers at GlobalWebIndex, which does some of the
most comprehensive surveys on social-media use, have even quantified it:
In 2013 the average internet user had 4.7 social media accounts. In
2014 that went up to 5.2. While around 80% of the world’s internet users
outside of China have a Facebook profile, they’re adding more and more
competing accounts each year. (You’re more likely to juggle six or more
social accounts if you’re in China or if you’re under 25.)
“Every wave of research, we see people using more service
than they previously have been,” says Tom Smith, CEO of GlobalWebIndex,
which counts the advertising arms of Google GOOGL -0.31%, Twitter TWTR +0.39% and Yahoo YHOO -0.73% among its clients. “The younger you are, the more you use. People are layering in more and more services.”
That presents a complicated problem for advertisers. They
have to target people across an increasing number of platforms with
different types of content. But it’s not a problem for Facebook, thanks
to the company’s strong grip on our digital identities through
Facebook Login (previously called Facebook Connect).
A quick refresher: Facebook launched Facebook Login in
2008 to make it easier for app developers to cross reference users who
were already linked on Facebook. It also offered an easier way for us to
log in to apps and avoid thinking up yet more user names and passwords.
Now more than 12% of the most popular apps and websites use Facebook
Login, according to sales intelligence firm Lead Ledger. It’s the most
popular social login for mobile apps, preferred by 44% of app users,
according to a July 2014 study by digital ID manager Janrain, ahead of
the 37% who prefer using Google IDs. read more>>
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