Facebook's Instagram saw the biggest year-over-year drop: usage was down 23.7% this year, closely followed by Twitter (down 23.4%), Snapchat (down 15.7%), and Facebook, while down the least, still saw a notable 8% decline in usage. In the U.S., where social media continue to rake in the highest CPMs and where revenue remains highest, Instagram use was also down the most, or 36.2%, Twitter was down 27.9%, Snapchat was down 19.2% and Facebook fell 6.7%.
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