A major study of 13,000 people surveyed consumers across the US, UK, Germany, Denmark, Sweden, Norway and Finland.
This piece says that most people do not consider it necessary to have the Facebook app installed on their smartphones. Only 21% of users in the US thought the Facebook app as a must-have in their phones in the third quarter of 2019, with numbers slightly high in the UK at 32%.
The decline of the Facebook app was also influenced by the Cambridge Analytica scandal, with 29% of users in the US considering abandoning the app completely after the story broke. The study also identifies age as a factor which has contributed to the decline of Facebook app importance.
At the same time, other Facebook-owned apps like Instagram and WhatsApp are seeing their importance rise. Facebook, however, is still the most used social platform in most markets with the exception of Germany and Finland.
[6 minute read]