Despite a hugely successful launch in July, new data shows only one per cent of Australian phone users are using Instagram’s Threads app each day.
In Australia its usage numbers badly lag Twitter’s and other social media.
Data from US firm SimilarWeb, however, shows Threads has failed to become a mainstay of Australians’ internet diet. The company collects data from Android phones through Google’s Play store, and shows Threads has just 137,000 daily active users in Australia, compared to Twitter’s 700,000 users.Tellingly, Threads users have an average session time – that is, how long a user spends each time they open the app – of around two minutes, with total daily use around five minutes.
The data from other social media apps shows that both struggle to grab the attention of phone users. Similarweb’s Android data showed Meta’s image-based Instagram had more than 3.3 million daily active users in Australia, while China-owned TikTok had more than one million.TikTok’s users spend an average of 10 minutes each time they open the app, while Instagram’s last more than four minutes.
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