clock menu more-arrow no yes mobile

Filed under:

Instagram wants you to know people spend more time with Instagram than Snapchat

It’s been a year since Instagram cloned Snapchat Stories and now it’s got another message.

Instagram CEO Kevin Systrom and Facebook CEO Mark Zuckerberg.
Instagram CEO Kevin Systrom and Facebook CEO Mark Zuckerberg.
Facebook / Mark Zuckerberg

It’s been nearly three years since Instagram released data on how much time users spend on its app.

But that metric is important to Snapchat — it was part of Snap’s IPO roadshow — so now Instagram cares about it, too.

And on the one-year anniversary of Instagram cloning Snapchat’s best product, Stories, Instagram is also sharing “time spent” data about its user base. (Third-party data companies have tried to measure this on their own.)

Unsurprisingly, Instagram’s numbers are better.

Instagram, owned by Facebook, says its users under 25 spend “more than 32 minutes a day on Instagram,” and users 25 and over “spend more than 24 minutes a day” on the app.

Both numbers are bigger than what Snap shared in its S-1 back in February. Snap said users under 25 spent “over 30 minutes on Snapchat every day” while users 25 and older spent “approximately 20 minutes on Snapchat every day.”

Snap did not update those metrics during its Q1 earnings call, so it’s possible they could be bigger, but Snap did say that all users on Snapchat use the app more than 30 minutes per day, on average.

Snap stock has struggled since the company went public, and many people, including one of its own underwriters, believe that Instagram is a major reason why. Now Instagram is celebrating the one-year anniversary of Stories by throwing some more salt on Snapchat’s wounds. Ouch.

This article originally appeared on

Sign up for the newsletter Sign up for Vox Recommends

Get curated picks of the best Vox journalism to read, watch, and listen to every week, from our editors.