Social Media Outage Spurs Changes In User Behaviour: Report

A recent study by Bobble AI’s Market Intelligence division has revealed significant shifts in user behaviour during the temporary shutdown of Instagram and Facebook on December 11-12, 2024. The analysis shows how users redirected their attention to other apps, including e-commerce, communication and entertainment platforms, during the downtime.

The study, conducted with anonymised and aggregated session data, sheds light on how digital engagement patterns changed when two of the largest social media platforms were unavailable. It also offers insights for businesses and advertisers looking to understand user behaviour during such disruptions.

During the outage, e-commerce apps experienced a notable surge in activity. Shopsy recorded the highest increase in Average Session Counts per User (ASU) at over 6 per cent, while Flipkart saw a more modest rise of around 1 per cent. Additionally, the Average Session Time per User (ASTU) on platforms like Flipkart, Myntra and Shopsy rose by about 3 per cent. This suggests that users turned to online shopping, possibly as a distraction or for retail exploration.

Communication apps also witnessed changes in usage patterns. WhatsApp saw increased ASU and ASTU, indicating its role as an alternative communication platform during the outage. Google Maps also observed a slight uptick in session counts, suggesting that some users opted for in-person interactions over digital ones. In contrast, Snapchat experienced a decline in activity.

Entertainment apps recorded significant growth, particularly in the music category. Spotify, JioSaavn and Pocket FM saw higher engagement, with users spending more time streaming music. YouTube’s session counts remained steady, but its ASTU increased, pointing to a preference for video content when traditional social media was unavailable.

The report suggests that advertisers and app developers should focus on diversifying their engagement channels to mitigate the impact of social media outages and better target users in a dynamic digital landscape.