One in three users of the Facebook application have already, or are actively considering, deleting the platform, according to a study unveiled at Mumbrella360 by the The Works and UTS Advance Analytics Institute.
Originally published: Mumbrella, 7 June 2017
3.9 million of these users are turning to more personal and one-on-one communications platforms such as Whatsapp, Snapchat and Facebook Messenger.
The use of these messaging applications has increased by 13% to 11.9 million users compared to the same time last year.
Snapchat increased by 55% to 4.4 million users, WhatsApp jumped 35% year-on-year to 4.5 million users, while Facebook Messenger increased 18% to 10.4 million unique users.
Of these users, 38% said messaging apps was their preferred way to communicate.
Douglas Nicol, partner of The Works, told the audience at Mumbrella 360: “We need to think more fundamentally about how we engage with people.” Read more >
Commissioned by Pureprofile, the findings have been revealed in the Datafication project on how Australians use social media, conducted by Sydney independent creative agency The Works and messaging agency On Message, alongside Dr Suresh Sood from UTS Advanced Analytics Institute.