Instagram has overtaken WhatsApp to become, for the first time, the app on which Brazilians spend the most time during the day, indicated by 35% of smartphone users in the country, according to the new edition of the Panorama Mobile Time/Opinion Box survey . . A year ago, it was ranked second by 27% of respondents. In the ranking of the most opened applications during the day, Instagram remains in second place, but increased by 4 percentage points in a year, from 15% to 19%. In terms of home screen presence, Instagram grew from 42% to 46% over the same period.
Instagram’s success has been largely focused on the female and young audience. Among women, 41% cite Instagram as the app they spend the most time on during the day, compared to 27% of men. In the 16-29 age group, Instagram tops the list of apps where they spend the most time, according to 45% of respondents in this age group. The percentage drops to 35% among those between 30 and 49 years old and decreases to 21% in the 50 and over range.
Instagram’s strategic focus on promoting videos through its Reels tool may explain why people are spending more time on it. Created to take on short video platforms like TikTok and Kwai, Reels have managed to keep the user base engaged on Instagram and, apparently, longer with the app open.
WhatsApp, on the other hand, continues to be the most present application on the main screen of the national smartphone (54%), as well as leading the ranking of the most open application throughout the day, mentioned by 54% of Brazilians. In terms of time spent on the app, it now ranks second, falling from 33% to 30% in a year. However, if only the male audience is considered, he is the champion in this regard (33%), as well as among people aged 50 and older (34%).
The survey interviewed, between November 9 and 21, 2022, 2,039 Brazilians aged 16 and over who own a smartphone. The margin of error is 2.2 percentage points and the confidence level is 95%. The report can be downloaded for free here.