Mumbai: The number of people using social media has been consistently increasing in recent years. Marketers frequently alter their target audience with highly tailored marketing techniques due to the rise in social media audience. Utilising SimilarWeb, Auburn Digital Solutions collected helpful information for the most well-known social networking applications. Instagram received 3.620 billion regular visits between January and May 2023, whereas Facebook broke this record with 5.279 billion visits. Between January and May 2023, Twitter had roughly 1.498 billion visitors, while Snapchat received 185.8 million. These four social media applications have seen a sharp increase in monthly usage. About 724.1 visits are made to Instagram per month. The most popular app, with 1.055 billion monthly visitors, is still Facebook. Compared to Snapchat’s monthly visits of 37.7 million, Twitter receives 299.1 million monthly visitors.
Mobile phones are more practical, therefore social networking applications are checked on them more frequently. 13.3 per cent of users prefer PC access while 86.7 per cent browse Instagram on mobile phones. Only 8.6 per cent of Facebook’s users are on a desktop, leaving 91.4 per cent on mobile devices. Twitter has the highest amount of desktop users out of the four apps, at 21.9 per cent, while 78.1 per cent of users prefer their mobile devices. Snapchat has 84.1 per cent of mobile users and 15.9 per cent of desktop users.
Even with the limited features, Snapchat’s user base is growing rapidly. Snapchat saw the greatest bounce rate (45.53 per cent) from January to May 2023. Twitter is in second place with a 43.55 per cent rise in users. Facebook has a bounce rate of 39.66 per cent, while Instagram has the lowest user growth at 28.99 per cent. The United States of America has the greatest traffic share of Facebook with 56.9 per cent, followed by the United Kingdom with 55.7 per cent. With 50.3 per cent of all Facebook traffic, Brazil is second only to India (49.9 per cent). Facebook traffic in Japan is the lowest, with just 10.2 per cent.
Auburn Digital Solutions COO Kishore Babu Pentyala said, “Social media has become an integral part in the life of marketers. With the majority of the people spending more and more time on social media, reaching out to the target audience has become really easy. That does come with a whole set of challenges on its own. While reaching the audience is easy, being heard by them still takes plenty of effort. Intense personalization of the campaigns has become an adventure that one has to go through and social media is the medium for it.”
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