A large-scale analysis of Facebook's user-base and user engagement growth

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dc.contributor.author Kassa, Yonas Mitike
dc.contributor.author Cuevas Rumín, Rubén
dc.contributor.author Cuevas Rumín, Ángel
dc.date.accessioned 2022-03-28T12:26:49Z
dc.date.available 2022-03-28T12:26:49Z
dc.date.issued 2018-12-07
dc.identifier.bibliographicCitation IEEE Access, (2018), v. 6, pp.: 78881-78891.
dc.identifier.issn 2169-3536
dc.identifier.uri http://hdl.handle.net/10016/34470
dc.description.abstract Understanding the evolution of the user base as well as the user engagement of online services is critical not only for the service operators but also for customers, investors, and users. While we can find research works addressing this issue in online services, such as Twitter, MySpace, or Google+, such detailed analysis is missing for Facebook, which is currently the largest online social network. This paper presents the first detailed study on the demographic and geographic composition and evolution of the user base and user engagement in Facebook over a period of three years. To this end, we have implemented a measurement methodology that leverages the marketing API of Facebook to retrieve actual information about the number of total users and the number of daily active users across 230 countries and age groups ranging between 13 and 65+. The conducted analysis reveals that Facebook is still growing and geographically expanding. Moreover, the growth pattern is heterogeneous across age groups, genders, and geographical regions. In particular, from a demography perspective, Facebook shows the lowest growth pattern among adolescents. Gender-based analysis showed that growth among men is still higher than the growth in women. Our geographical analysis reveals that while Facebook growth is slower in western countries, it has the fastest growth in the developing countries mainly located in Africa and Central Asia; analyzing the penetration of these countries also shows that these countries are at earlier stages of Facebook penetration. Leveraging external socioeconomic datasets, we also showed that this heterogeneous growth can be characterized by indicators, such as availability and access to Internet, Facebook popularity, and factors related with population growth and gender inequality.
dc.description.sponsorship The work of Y. M. Kassa was supported by the European H2020 Project TYPES under Grant 653449. The work of R. Cuevas was supported in part by the European H2020 Project SMOOTH under Grant 786741, in part by the Spanish Ministry of Economy and Competitiveness, through the 5GCity Project, under Grant TEC2016-76795-C6-3-R, and in part by the La Caixa Foundation under Agreement LCF/PR/MIT17/11820009. The work of A. Cuevas was supported in part by the Ministerio de Economía, Industria y Competitividad, Spain, in part by the European Social Fund through the Ramón Y Cajal under Grant RyC-2015-17732, and in part by the Ministerio de Economía, Industria y Competitividad, Spain, through the Project TEXEO, under Grant TEC2016-80339-R.
dc.format.extent 10
dc.language.iso eng
dc.publisher IEEE
dc.rights © 2018 IEEE. Translations and content mining are permitted for academic research only. Personal use is also permitted, but republication/redistribution requires IEEE permission.
dc.subject.other Social network services
dc.subject.other Information services
dc.subject.other Facebook
dc.subject.other Technology social factors
dc.title A large-scale analysis of Facebook's user-base and user engagement growth
dc.type article
dc.description.status Publicado
dc.subject.eciencia Telecomunicaciones
dc.identifier.doi https://doi.org/10.1109/ACCESS.2018.2885458
dc.rights.accessRights openAccess
dc.relation.projectID info:eu-repo/grantAgreement/EC/GA-653449-TYPES
dc.relation.projectID Gobierno de España. TEC2016-76795-C6-3-R
dc.relation.projectID Gobierno de España. TEC2016-80339-R
dc.relation.projectID Gobierno de España. RYC-2015-17732
dc.relation.projectID info:eu-repo/grantAgreement/EC/GA- 786741-SMOOTH
dc.type.version acceptedVersion
dc.identifier.publicationfirstpage 78881
dc.identifier.publicationlastpage 78891
dc.identifier.publicationtitle IEEE Access
dc.identifier.publicationvolume 6
dc.identifier.uxxi AR/0000022941
dc.contributor.funder European Commission
dc.contributor.funder Ministerio de Economía y Competitividad (España)
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