Instagram is celebrating the first birthday of its massively popular Stories feature — a Snapchat clone — by revealing how much time users spend on the Facebook-owned app.
Instagram says that users under age 25 spend more than 32 minutes per day on the app, Recode reports, while users aged 25 and older spend roughly 24 minutes per day. These numbers, thanks to Stories, are slightly more impressive than figures shared by Snapchat’s parent company Snap in February ahead of its IPO. At the time, Snap said users under 25 spent more than 30 minutes on Snapchat every day, while users 25 and above spent approximately 20 minutes per day.
In its latest earnings call, Snap — whose stock has been struggling in recent weeks — said that overall users spend an average of 30 minutes per day on Snapchat, according to Recode.
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Instagram noted in a blog post that Stories now counts 250 million daily users, and that 50% of businesses on Instagram have produced a Story thus far — one in five of which has received a direct message in return. (Snapchat last reported 166 million daily users). The most popular selfie filter on Instagram Stories are puppy ears, according to the company — another Snapchat hallmark.