Tuesdata: How BeReal and TikTok are smashing Facebook, Instagram and Snapchat (and WeAre8 is yet to make a dent)
Welcome to Tuesdata, our weekly look into the most interesting data from the media and marketing industry.
Today’s dataset is fascinating – quarterly downloads of social media apps here in Australia. The numbers – which have been provided to Unmade by Sensor Tower – suggest some intriguing trends:
-
Instagram, Facebook and Snapchat are all in radical decline – more so than the market has realised until now;
-
TikTok, which was top download for the previous five quarters in a row, has been overtaken;
Topics
premium-tag
Unmade Substack
Unmade Substack
I’m with Steve here. Other than saying that BeReal is doing well, but not (yet?) as well as TikTok in its prime, and WeAre8 is yet to find a footing, I don’t really think you can deduce much else from these.
Downloads of established apps is probably a good proxy for new mobile phone sales, but it’s a brave man who’d use it for more than that.
Definite food for thought though, and good on you for putting your head above this parapet Tim!
Perhaps I misunderstand this data, but Downloads are just one dimension; usage is far more important and impactful, and Morgan Research delivers us this data. At our fingertips. And can be analysed in a myriad of ways
Hi Steve,
Thanks for your comment. As usual, you understand correctly. Yes you are correct that this is downloads only, not overall usage. Where I’d suggest this data might be most useful is as a forward looking indicator of how the platforms are likely to trend overall.
If you were to run the usage data from Roy Morgan in one of your reports for Pearman I’d be fascinated to see that too!
All the best,
Tim – Unmade
Tim, understand that, but to my mind what this data ignores is apps already in the marketplace. Of course Facebook or Instagram etc are going to be low, because there are so many users already in market. Any mature app will suffer with this kind of data.
S