Facebook vs. Instagram and WhatsApp
It is interesting to analyze the “year-over-year percentage change” blue-shaded column to compare user growth for Facebook versus Instagram and WhatsApp. I question whether the Facebook user figures (column “B”) are inflated by bots as mid-single digit percentage user growth feels high.
I would expect Instagram’s user growth to slow as TikTok takes share and as Instagram’s user experience continues to deteriorate as a result of Ad fatigue and feature clutter.
Daily Active People (DAP). Meta defines a daily active person as a registered and logged-in user of Facebook, Instagram, Messenger, and/or WhatsApp (collectively, the "Family" of products) who visited at least one of these Family products through a mobile device application or using a web or mobile browser on a given day.
Daily Active Users (DAUs). Meta defines a daily active user as a registered and logged-in Facebook user who visited Facebook through its website or a mobile device, or used the Messenger application (and is also a registered Facebook user), on a given day. Meta views DAUs, and DAUs as a percentage of MAUs, as measures of user engagement on Facebook. The numbers for Meta’s key Facebook metrics, its DAUs, MAUs, and average revenue per user (ARPU), do not include users on Instagram, WhatsApp, or Meta’s other products, unless they would otherwise qualify as DAUs or MAUs, respectively, based on their other activities on Facebook.