Instagram and Facebook outage sparks 6% surge in e-commerce app usage: Bobble AI report

During the unexpected shutdown of Instagram and Facebook from 11- 12 December, 2024, user behaviour shifted significantly, with e-commerce, communication, and music apps experiencing notable surges in activity. E-commerce platforms such as Shopsy saw a six percent rise in Average Session Counts per User (ASU), while Flipkart witnessed a one percent increase, reveals Bobble AI’s report. Average Session Time per User (ASTU) on platforms like Flipkart, Myntra, and Shopsy grew by approximately three percent. Music streaming apps also saw explosive growth, with Spotify, JioSaavn, and Pocket FM recording substantial upticks in engagement. YouTube’s session times similarly increased, highlighting a pivot towards video content during the outage.