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That compared with 62% of internet users more broadly in early 2020, the researchers found. Men accounted for 75% of Facebook's monthly active users in India last year. It said that a key problem Facebook had tried to fix for years in India, with limited success, was related to "gender imbalance". The internal study, a "high-level overview of the growth trends" in India, was detailed in a presentation meant to help Facebook's researchers and product teams. Outcomes in India could drive global results." FAMILY DOESN'T ALLOW FB "Teams across the company should explicitly consider their strategic position and growth opportunities in India. "India contains more FB users than any other country," said the research, which pegged the number at almost 450 million as of November, after rapid growth over much of the past decade. He identified higher mobile data costs as a "unique" headwind for India.Īsked why the obstacles to growth identified by Wehner were different from those identified in the research, the spokesperson pointed to a Meta filing in April, during its first-quarter earnings, where it said Facebook users in India, Bangladesh and Vietnam represented the top three sources of growth in daily active users in March versus a year before.įacebook's fortunes in India have broad implications for Meta, which has lost about half of its value this year amid a broader tech sell-off and faces scrutiny from investors and analysts who fear its growth in potentially high-growth developing markets is starting to wane.
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Wehner said Facebook's user growth in Asia-Pacific and some other areas was hit by competition, plus comparison with prior quarters when COVID resurgences aided user engagement. 2 call with analysts to discuss results for the final quarter of 2021. Nonetheless, the main Indian issues detailed in the research were not cited by Meta's chief financial officer, Dave Wehner, on a Feb. "But it's misleading to characterize 7-month-old research as an accurate or comprehensive representation of the state of our business in India," they added.
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Other obstacles included nudity content, the perceived complexity of its app design, local language and literacy barriers and a lack of appeal among internet users seeking video content, according to the research, which was based on surveys of tens of thousands of people as well as internal user data.įacebook's growth began plateauing last year, when it added a few million users in the space of six months in the country of about 1.4 billion people, significantly lagging sister apps WhatsApp and Instagram, according to the report, which noted: "FB has grown more slowly than the internet and other apps."Ī Meta spokesperson, contacted about the study, said the company regularly invested in internal research to better understand the value its products provide and help identify ways to improve. "Meta cannot succeed in India while leaving women behind." "Concerns about content safety and unwanted contact impede women's FB use," said the study, reviewed by Reuters, as it detailed the platform's main challenges.
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