During the unexpected shutdown of Instagram and Facebook from 11- 12 December, 2024, user behaviour shifted significantly, with e-commerce, communication, and music apps experiencing notable surges in activity. E-commerce platforms such as Shopsy saw a six percent rise in Average Session Counts per User (ASU), while Flipkart witnessed a one percent increase, reveals Bobble AI’s report. Average Session Time per User (ASTU) on platforms like Flipkart, Myntra, and Shopsy grew by approximately three percent. Music streaming apps also saw explosive growth, with Spotify, JioSaavn, and Pocket FM recording substantial upticks in engagement. YouTube’s session times similarly increased, highlighting a pivot towards video content during the outage.
The report, published by Bobble AI’s Market Intelligence division, revealed how users adapted to the absence of their go-to social platforms. Communication apps like WhatsApp experienced a noticeable rise in both ASU and ASTU, reflecting users’ need to stay connected. Meanwhile, Google Maps saw a slight increase in usage, suggesting users opted for real-world interactions instead of social media. In contrast, Snapchat experienced a decline in activity during the blackout.
“The data clearly shows how users shifted their focus during the social media outage. Entertainment seekers turned to music apps and YouTube, communicators relied on WhatsApp and Google Maps, while retail-focused users flocked to e-commerce platforms. This shift provides valuable insights for businesses and advertisers looking to understand changing user behaviour and adapt their strategies accordingly,” Tabrez Alam, chief strategy officer, Bobble AI, said.
Bobble AI’s study was conducted with anonymised and aggregated data, ensuring strict adherence to ethical privacy standards.