Threads Usage Drops By Half From Initial Surge

Despite being the fastest-growing online platform in history, Meta's Threads is struggling to retain regular customer engagement. According to SimilarWeb, the Twitter rival saw daily active users decline from 49 million on July 7th to 23.6 million on July 14th. Furthermore, usage in the United States declined from 21 minutes per day to just over six minutes in the same time period. Here's are the key takeaways from the report: - On its best day, July 7, Threads had more than 49 million daily active users on Android, worldwide, according to SimilarWeb estimates. That's about 45% of the usage of Twitter, which had more than 109 million active Android users that day.

• By Friday, July 14, Threads was down to 23.6 million active users, or about 22% of Twitter's audience.

• Usage in the US, which saw the most activity, peaked at about 21 minutes of engagement with the app on July 7. By July 14, that was down to a little over 6 minutes.

• In the first two full days that Threads was generally available, Thursday and Friday, web traffic to twitter.com was down 5% compared with the same days of the previous week. Although traffic bounced back, for the most recent 7 days of data it's still down 11% year-over-year.

• On the days of peak interest in Threads, Twitter's Daily active users on Android, worldwide, were virtually unchanged, but time spent was down 4.3% -- perhaps because some users were off trying Threads. Even with that drop, however, the average total time spent on Twitter was about 25 minutes.

To a large extent, Threads solves the "empty party problem" that makes it tough to start a new online community by allowing Instagram users to instantly create a Threads account, bringing their existing contacts with them. Our daily usage numbers make Meta's claim of having achieved more than 100 million total account signups in a matter of days seem reasonable. However, Threads is missing many basic features and still needs to offer a compelling reason to switch from Twitter or start a new social media habit with Threads.<p><div class="share_submission" style="position:relative;"> <a class="slashpop" href="http://twitter.com/home?status=Threads+Usage+Drops+By+Half+From+Initial+Surge%3A+https%3A%2F%2Ftech.slashdot.org%2Fstory%2F23%2F07%2F18%2F003225%2F%3Futm_source%3Dtwitter%26utm_medium%3Dtwitter"><img src="https://a.fsdn.com/sd/twitter_icon_large.png"></a> <a class="slashpop" href="http://www.facebook.com/sharer.php?u=https%3A%2F%2Ftech.slashdot.org%2Fstory%2F23%2F07%2F18%2F003225%2Fthreads-usage-drops-by-half-from-initial-surge%3Futm_source%3Dslashdot%26utm_medium%3Dfacebook"><img src="https://a.fsdn.com/sd/facebook_icon_large.png"></a>

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