Facebook: visits vs active users
GlobalWebIndex has produced an infographic looking at Facebook’s active usage versus visits to the platform.
It shows that visitation rates for Facebook have stayed relatively consistent; in 2013 they were 76%, in 2015 they fell marginally to 73%. However, active usage has shown a steeper decreasing trend, falling from 53% in 2013 to 42% in 2015.
This demonstrates a change in the way that people are using Facebook. As GlobalWebIndex says:
Taking the last eight quarters as an example shows that visitation rates (for Facebook) have been holding largely steady, whereas active usage has been trending downwards. Clearly, people aren’t necessarily leaving Facebook then, they’re just becoming less likely to interact with it in active ways – and hence, are less and less likely to think of themselves as active users, even if they’re still visiting the site.