Twtter (TWTR) Mobile UVs Outpaced in July; Facebook (FB) Remains Leader in Engagement - Cowen

Cowen and Company released its Mobile Metrics report for July 2015.

Analyst John Blackledge noted that mobile Unique Views were up across the board last month. The analyst said, Mobile app UVs for the total universe continued to grow modestly in July, up 0.2% m/m (vs. +0.4% m/m in June). In terms of the social names we track, UV trends were strong across the board as UVs were up m/m for all of our names. Tinder was the top performer (on a percentage basis) in July, growing UVs ~11% m/m to 6.4 million (vs. 5.8 million in June) following a lackluster June. On an absolute basis, Twitter led all growth during the month, adding ~3.2 million UVs in July (+8% m/m), its largest absolute gain since January ’15. Facebook (+1.8% m/m) and Instagram (+3.0% m/m) continued to grow at a healthy clip, adding 4 million+ UVs between the two services in July, and remain the top 2 social platforms in terms of UVs. The remainder of social names including Pinterest, Snapchat, Tumblr, and LinkedIn outperformed as well in July, with UV growth ranging from 3-6%.

Overall engagement reached a new high in July. Blackledge said, Looking at mobile app engagement, total industry average minutes achieved a new all-time high in July, totaling nearly 161 minutes/UV/day, up 20.5 minutes y/y (+15% y/y), and the largest m/m improvement since Feb. ‘15. Facebook remains the clear leader in terms of engagement/time spent with ~45 minutes/UV/day, up ~40% y/y, although down ~3% m/m. Facebook’s share of total social universe app usage sits at 28%, a slight decline m/m, but above TTM average of 26%. Besides Facebook, Snapchat continues to be a top performer, with minutes/UV/day up ~18% y/y, capturing the third largest share of time behind Facebook and Instagram.

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