{"id":18847,"date":"2024-02-07T16:00:00","date_gmt":"2024-02-07T16:00:00","guid":{"rendered":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/"},"modified":"2024-02-07T16:00:00","modified_gmt":"2024-02-07T16:00:00","slug":"mobile-engagement-is-a-leading-indicator-for-advertising-business-health","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/","title":{"rendered":"Mobile engagement is a leading indicator for advertising business health"},"content":{"rendered":"\n<p><em>This was first published February 7, in our weekly newsletter&nbsp;<\/em>Apptopia Insight<em>. To receive insights like this weekly, sign up&nbsp;<\/em><strong><em><a href=\"https:\/\/learn.apptopia.com\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/em><\/strong><em>.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Meta, Snapchat 4Q Earnings Review<\/h2>\n\n\n\n<p>Apptopia Research caught the divergence between META and SNAP results with engagement data<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Instagram and Facebook saw record high growth for Average Minutes per Daily User in December and Q4, respectively.<\/li>\n\n\n\n<li>Apptopia Research&#8217;s 4Q Social Media report highlighted this as a top trend and positive indicator for Meta&#8217;s advertising business.<\/li>\n\n\n\n<li>Meanwhile, Snapchat&#8217;s Average Minutes per Daily User fell QoQ &#8211; below Street expectations of sequential growth.<\/li>\n\n\n\n<li>The Street turned positive on SNAP after META&#8217;s results, missing this nuance captured by mobile engagement.&nbsp; &nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"809\" height=\"488\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47.png\" alt=\"\" class=\"wp-image-2667\" style=\"width:809px;height:auto\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47.png 809w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47-300x181.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47-768x463.png 768w\" sizes=\"(max-width: 809px) 100vw, 809px\" \/><\/figure>\n\n\n\n<p>SNAP and META have been increasing engagement for six quarters leading up to 4Q23, at which point, Facebook and Instagram continued the trajectory while Snapchat softened.&nbsp;<\/p>\n\n\n\n<p>The more &#8220;Mobile Minutes&#8221;, or average minutes per daily user, the more eyeballs are on advertisers. Therefore, in our first official Apptopia Research report on the sector, we highlighted Meta apps&#8217; positive trends below as a positive indication for advertising supply in 4Q:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Overall engagement is higher in 4Q \u2013 average time spent per user up +4% QoQ in 4Q. Mobile minutes high the highest QoQ growth rate in 2+ years.<\/strong><\/li>\n\n\n\n<li><strong>Overall mobile minutes hit a high in December up over 46 minutes per day per user. Mobile minutes +2% QoQ.<\/strong><\/li>\n\n\n\n<li><strong>Younger users are driving the trend. Growth in engagement for the segment has outpaced overall growth in recent quarters. Younger users mobile minutes +3% QoQ in 4Q.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Meta&#8217;s historic surge in market cap cast a halo effect over the impending results of SNAP and PINS. But looking under the hood with our engagement data would have revealed these contrasting engagement trend lines for Snapchat:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Overall engagement is lower in 4Q \u2013 down 4% quarter-over- quarter to 29 mins per day.<\/strong><\/li>\n\n\n\n<li><strong>Snapchat app &#8216;Days opened&#8217; also ticked down modestly.<\/strong><\/li>\n\n\n\n<li><strong>Younger users mobile minutes flat in 4Q, providing some offset for negative engagement trends.<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"551\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-48-1024x551.png\" alt=\"\" class=\"wp-image-2668\" style=\"width:840px;height:auto\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-48-1024x551.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-48-300x162.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-48-768x413.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-48.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>The above analysis was shared in our 4Q Apptopia Research report for Social Media companies.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/learn.apptopia.com\/advanced\/\" target=\"_blank\" rel=\"noreferrer noopener\">Access social media stock insights<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What does this mean for Pinterest?<\/h2>\n\n\n\n<p>Pinterest reports tomorrow (2\/8) and our research shows mixed signals. On the one hand, 4Q US user growth looks strong and jumped up 25%+ YoY. However, growth faded into 1Q with January up +15% YoY; and engagement trends looked weaker, with Mobile Minutes down 6% QoQ.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This was first published February 7, in our weekly newsletter&nbsp;Apptopia Insight. To receive insights like this weekly, sign up&nbsp;here. Meta, Snapchat 4Q Earnings Review Apptopia Research caught the divergence between META and SNAP results with engagement data SNAP and META have been increasing engagement for six quarters leading up to 4Q23, at which point, Facebook [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":2670,"comment_status":"open","ping_status":"open","template":"","insight_category":[213,88],"insight_tag":[237,236],"class_list":["post-18847","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-app-economy","insight_category-social-media","insight_tag-earnings-reviews","insight_tag-mobile-channel-check"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mobile engagement is a leading indicator for advertising business health - Apptopia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile engagement is a leading indicator for advertising business health - Apptopia\" \/>\n<meta property=\"og:description\" content=\"This was first published February 7, in our weekly newsletter&nbsp;Apptopia Insight. To receive insights like this weekly, sign up&nbsp;here. Meta, Snapchat 4Q Earnings Review Apptopia Research caught the divergence between META and SNAP results with engagement data SNAP and META have been increasing engagement for six quarters leading up to 4Q23, at which point, Facebook [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/\" \/>\n<meta property=\"og:site_name\" content=\"Apptopia\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47.png\" \/>\n\t<meta property=\"og:image:width\" content=\"809\" \/>\n\t<meta property=\"og:image:height\" content=\"488\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/\",\"url\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/\",\"name\":\"Mobile engagement is a leading indicator for advertising business health - Apptopia\",\"isPartOf\":{\"@id\":\"https:\/\/apptopia.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg\",\"datePublished\":\"2024-02-07T16:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage\",\"url\":\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg\",\"contentUrl\":\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg\",\"width\":2560,\"height\":1498,\"caption\":\"Instagram, Snapchat, TikTok icon apps on the screen smartphone. Popular social media mobile apps. Moscow, Russia - April 9, 2019\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/apptopia.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Insights\",\"item\":\"https:\/\/apptopia.com\/en\/insights\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Mobile engagement is a leading indicator for advertising business health\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/apptopia.com\/en\/#website\",\"url\":\"https:\/\/apptopia.com\/en\/\",\"name\":\"Apptopia\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/apptopia.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/apptopia.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/apptopia.com\/en\/#organization\",\"name\":\"Apptopia\",\"url\":\"https:\/\/apptopia.com\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png\",\"contentUrl\":\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png\",\"width\":605,\"height\":131,\"caption\":\"Apptopia\"},\"image\":{\"@id\":\"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Mobile engagement is a leading indicator for advertising business health - Apptopia","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/","og_locale":"en_US","og_type":"article","og_title":"Mobile engagement is a leading indicator for advertising business health - Apptopia","og_description":"This was first published February 7, in our weekly newsletter&nbsp;Apptopia Insight. To receive insights like this weekly, sign up&nbsp;here. Meta, Snapchat 4Q Earnings Review Apptopia Research caught the divergence between META and SNAP results with engagement data SNAP and META have been increasing engagement for six quarters leading up to 4Q23, at which point, Facebook [&hellip;]","og_url":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/","og_site_name":"Apptopia","og_image":[{"width":809,"height":488,"url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-47.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/","url":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/","name":"Mobile engagement is a leading indicator for advertising business health - Apptopia","isPartOf":{"@id":"https:\/\/apptopia.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage"},"image":{"@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage"},"thumbnailUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg","datePublished":"2024-02-07T16:00:00+00:00","breadcrumb":{"@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#primaryimage","url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg","contentUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/meta-snap-scaled.jpg","width":2560,"height":1498,"caption":"Instagram, Snapchat, TikTok icon apps on the screen smartphone. Popular social media mobile apps. Moscow, Russia - April 9, 2019"},{"@type":"BreadcrumbList","@id":"https:\/\/apptopia.com\/en\/insights\/mobile-engagement-is-a-leading-indicator-for-advertising-business-health\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/apptopia.com\/en\/"},{"@type":"ListItem","position":2,"name":"Insights","item":"https:\/\/apptopia.com\/en\/insights\/"},{"@type":"ListItem","position":3,"name":"Mobile engagement is a leading indicator for advertising business health"}]},{"@type":"WebSite","@id":"https:\/\/apptopia.com\/en\/#website","url":"https:\/\/apptopia.com\/en\/","name":"Apptopia","description":"","publisher":{"@id":"https:\/\/apptopia.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/apptopia.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/apptopia.com\/en\/#organization","name":"Apptopia","url":"https:\/\/apptopia.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png","contentUrl":"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2023\/10\/logo-black-1.png","width":605,"height":131,"caption":"Apptopia"},"image":{"@id":"https:\/\/apptopia.com\/en\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight\/18847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/types\/insight"}],"author":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/comments?post=18847"}],"version-history":[{"count":0,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight\/18847\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/media\/2670"}],"wp:attachment":[{"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/media?parent=18847"}],"wp:term":[{"taxonomy":"insight_category","embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight_category?post=18847"},{"taxonomy":"insight_tag","embeddable":true,"href":"https:\/\/apptopia.com\/en\/wp-json\/wp\/v2\/insight_tag?post=18847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}