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MAU Comparison Among Facebook, Pinterest And Weibo

Social Media Stamped. Flickr Image.

This article keeps track of and compares the monthly active user metrics of social media companies such as Facebook, Pinterest and Weibo.

For companies such as Twitter and Snap, they do not publish the monthly active user metrics.

Instead, they have the daily active user metrics which can be found on the following page.

Facebook defines its monthly active users or MAUs as registered and logged-in Facebook users who visited Facebook through its website or a mobile device or used its Messenger application, in the last 30 days as of the date of measurement.

Similarly, Pinterest defines a monthly active user as an authenticated Pinterest user who visits its website, opens the mobile application or interacts with Pinterest through one of the browser or site extensions, such as the Save button, at least once during the 30-day period ending on the date of measurement.

For your information, Weibo is a Chinese social media company that operates mainly in China but users around the world can use and share content on Weibo platforms.

Weibo operates in a similar way as Twitter in which any user can create, post and share content on its platforms.

According to Weibo 2021 annual report, the company offers several products for users to express themselves on its platforms, including a post, an individual page, a story, top articles, Weibo Q&A and Weibo Live Streaming.

Similarly, Weibo also publishes its monthly active user or MAU metrics and it is measured in nearly the same way as that of Facebook and Pinterest in which a user is counted as an active user when it logs on to the company’s social media platforms at least once on a monthly basis.

Therefore, most companies’ definitions of the monthly active users or MAUs are quite similar.

That said, we will go ahead and do a quick comparison of Facebook, Pinterest and Weibo’s monthly active users or MAUs to see how the numbers are stacking up to one another.

Let’s start with the following topics!

Social Media Companies MAUs Topics

1. Wordwide or Global MAU
2. North America MAU
3. Europe MAU
4. Asia Pacific MAU
5. International MAU
6. Summary

Wordwide or Global MAU

Facebook, Pinterest and Weibo's global MAU

Facebook, Pinterest and Weibo’s global MAU

* Worldwide MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* All companies’ MAU data are extracted from their respective financial reports or earnings releases published on their websites.
* Facebook’s worldwide MAUs do not include users on Instagram, WhatsApp or other products.
* Pinterest went public only in April 2019 and hence, the MAUs dated back to only fiscal 2018.
* All companies’s fiscal year begins on Jan 1 and ends on Dec 31.

Worldwide or global monthly active users include all users from all geographical regions.

That said, Facebook’s worldwide MAUs reached 2.9 billion as of fiscal Q4 2021, well ahead of Pinterest’s global 431 million MAUs reported in the same quarter.

Year over year, Facebook’s worldwide MAUs reported in fiscal 4Q 2021 represent a growth rate of 4% while Pinterest’s global MAU declined 6% during the same quarter.

On the other hand, Weibo’s MAU came in at 573 million as of fiscal 4Q 2021, up 10% from a year ago.

Since fiscal 2016, Facebook’s worldwide MAUs have been on a rise and have been growing at an average growth rate of roughly 10%.

Compared with Pinterest, the company reported a slightly better MAUs growth rate which averages more than 20% since 2018.

However, Pinterest’s global MAUs declined 6% in fiscal 4Q 2021 from a year ago, a first year-on-year slide in the last 4 years.

While Pinterest has been able to grow its global MAUs at roughly 30% prior to fiscal 2021, its MAU growth rate has significantly slowed down in fiscal 2021.

Weibo (WB) also experienced a similar slowdown in its monthly active user growth rate in fiscal 2021.

For example, WB used to be able to grow its MAU at an average growth rate of nearly 20% prior to fiscal 2020 but that figure has dropped to only a low single-digit in fiscal 2021.

On the bright side, Weibo’s MAU came roaring back in Q4 2021, recording a year-over-year growth rate of 10%, a much higher figure compared to that of Facebook and Pinterest.

On a side note, Facebook’s MAUs is a significant figure as it represents nearly one-third of the world’s total population of 8 billion.

In other words, nearly one-third of the world’s total population log on to Facebook at least once on a monthly basis.

Therefore, the number of people using Facebook is just enormous.

Similarly, the number of people hopping on Weibo’s platform on a monthly basis is also significant given that its user base comes entirely from China.

From the MAU figure of nearly 600 million, it represents half of China’s population of 1.2 billion hoping on Weibo’s social media platforms on a monthly basis.

North America MAU

Facebook and Pinterest's North America MAU

Facebook and Pinterest’s North America MAU

* North America MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s North America MAUs do not include users on Instagram, WhatsApp or other products.
* Pinterest went public only in April 2019 and hence, the MAUs dated back to only fiscal 2018.
* All companies’ MAU data are extracted from their respective financial reports or earnings releases published on their websites.
* Weibo does not break down its MAU data by region.
* All companies’s fiscal year begins on Jan 1 and ends on Dec 31.

If we look at the North American region alone, Facebook dominates the region with an MAU of 262 million as of fiscal 2021 Q4.

On the other hand, Pinterest’s North America monthly active users declined to only 86 million as of fiscal 2021 Q4, nearly 3X smaller than that of FB.

Facebook’s North America MAUs reported in fiscal 2021 4Q grew only 2% from a year ago.

For your information, Facebook’s MAU growth rate in the U.S. and Canada averages only 3% since fiscal 2018, suggesting a slowing user growth in the North American region.

On the flipped side, Pinterest’s MAU in the U.S. grew around 10% per annum on average prior to 2021.

While that was the case prior to fiscal 2021, Pinterest’s MAU growth rate in the U.S. also experience a similar slowdown in a post-pandemic world.

In fact, Pinterest’s North America MAU growth rate reversed to negative in fiscal 2Q and 4Q 2021 at -5% and -12%, respectively, on a year-on-year basis.

Facebook’s MAU decline in North America is sort of expected as the company is becoming a mature social media company and has captured more than half of the entire population in the region.

But for Pinterest, it’s a surprise as it is still a young player in the social media space in North America with less than 100 million MAUs.

Europe MAU

Facebook's Europe MAU

Facebook’s Europe MAU

* Europe MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s Europe MAUs do not include users on Instagram, WhatsApp or other products.
* Facebook Europe includes Russia, and Turkey.
* Facebook’s Europe MAUs are extracted directly from its financial reports or earnings releases published on its websites.
* All companies’s fiscal year begins on Jan 1 and ends on Dec 31.

In terms of Europe monthly active users, only Facebook breaks down its European region MAUs.

Both Pinterest and Weibo do not separate out their Europe MAUs and instead, lumps them together with the international figures.

Therefore, I assume that the European MAUs figures for Weibo and Pinterest are not significant.

That said, Facebook’s Europe MAUs reached 427 million in fiscal 2021 Q4, a new high for the company.

Despite the record high as of 4Q 2021, Facebook’s Europe MAUs grew only 2% from a year ago and averages only 4% since fiscal 2016.

While Facebook recorded a paltry growth rate in the European region, the average was still higher than the North American region MAU.

At 427 million monthly active users, Facebook’s European MAU represents more than half of the entire population in this region.

Asia Pacific MAU

Facebook's Asia Pacific MAU

Facebook’s Asia Pacific MAU

* Asia Pacific MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s Asia Pacific MAUs do not include users on Instagram, WhatsApp or other products.
* Facebook’s Asia Pacific MAUs are extracted directly from its financial reports or earnings releases published on its websites.
* Facebook’s fiscal year begins on Jan 1 and ends on Dec 31.

Again, Weibo and Pinterest do not specifically break down its Asia Pacific MAUs.

Therefore, I figure that both companies’ Asia Pacific MAUs (excluding China) are not having a significant impact on the company’s results.

That said, Facebook’s Asia Pacific MAUs are the highest among all regions in the world, at 1.3 billion active users on a monthly basis.

This figure constitutes more than one-fourth of the population in the Asia Pacific.

Similarly, Facebook’s MAUs in fiscal 2021 Q4 were at a record high for the company and represent a year-on-year growth rate of 7%.

Since fiscal 2016, Facebook’s MAU growth rate in the Asia Pacific averages around 15%, one of the highest among all regions in the world.

The record MAUs in the Asia Pacific and the significant user growth rate may suggest that Facebook’s growth story is still relatively intact in this region.

While Facebook’s MAU came in at 1.3 billion users, Facebook still managed to grow its MAU in this region by an average of 15% since fiscal 2016.

Facebook’s Asia Pacific MAU growth rate has been the highest compared to that of North America and Europe.

In short, Facebook’s future growth will depend on the Asia Pacific given the size of the population and the relatively low ARPU reported for this region.

International MAU

Facebook and Pinterest's International MAU

Facebook and Pinterest’s International MAU

* International MAUs are plotted on a bi-annual basis to reduce the amount of data and the effort required.
* Facebook’s International MAUs do not include users on Instagram, WhatsApp or other products.
* Facebook’s International MAUs are extracted directly from its financial reports or earnings releases published on its websites.
* Facebook’s International MAUs consist of users outside of the U.S. and Canada.
* Pinterest’s International MAUs consist of users outside of only the U.S..
* All companies’ fiscal year begins on Jan 1 and ends on Dec 31.

Again, Weibo does not specifically break down its International MAU figures.

Looking at the chart, Facebook is the clear leader compared to Pinterest in terms of International MAU.

As of fiscal 2021 4Q, Facebook reported an International MAU of 2.6 billion while Pinterest has only 346 million users.

At these figures, Facebook’s International MAU is more than 7X higher than that of Pinterest.

While Facebook reported much higher MAU outside of U.S. and Canada, its growth rate was only 4% on a year-on-year basis in fiscal 4Q 2021.

On the other hand, Pinterest’s MAU growth rate outside of the U.S. averages nearly 30% since fiscal 2019, a much higher figure compared to that of Facebook.

However, Pinterest’s international MAU growth rate came to a screeching halt as of fiscal 2021 4Q, notably at -4% from a year ago.

Therefore, Pinterest’s international MAU has significantly slowed down in fiscal 2021 given the year-on-year growth rates of 13% and -4% reported in fiscal 2Q and 4Q 2021, respectively.

Conclusion

In summary, Facebook’s MAU or monthly active users are far exceeding that of other social media companies, including Pinterest and Weibo.

Facebook’s global or worldwide monthly active users are nearly 7X the size of Pinterest in fiscal 2021 Q4 and about 5X the size of Weibo in fiscal 2021 Q4.

Despite the size, Facebook’s worldwide MAU still grew 4% in fiscal Q4 2021 from a year ago.

In contrast, Pinterest’s global MAU declined 6% in fiscal 4Q 2021 while Weibo reported the best growth rate among the 3 social media companies, notably at 10%.

In North America, Facebook’s MAU grew only 1.6% while Pinterest’s MAU declined the most at 12% as of fiscal 2021 4Q.

Pinterest’s monthly active users in the U.S. declined 5% and 12% in fiscal 2Q and 4Q 2021, compared to a growth rate of 1.2% and 1.6% for Facebook.

References and Credits

1. All financial figures in this article were obtained and referenced from financial statements which are available in the following links:

a) Facebook Investor Relations
b) Pinterest Investor Relations
c) Weibo Investor Relations

2. Featured images in this article are used under Creative Common Licenses and obtained from Nicole Yeary and Rosaura Ochoa.

Useful Statistics For Your Reference

Disclosure

The content in this article is for informational purposes only and is neither a recommendation nor a piece of financial advice to purchase a stock.

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