Twitter Leads Social Media Pack In July Unique Visitor Adds

Twitter TWTR led the pack among social media users in July, with so-called unique visitor growth up nearly four percent.

The data, from ComScore, prompted Cantor Fitzgerald's Youssef Squali to reiterate a Buy rating and $58 target on Twitter Wednesday.

"For Twitter to succeed as an advertising platform over time, it has to grow users, engagement, and know more about its users," Squali said in a note.

Related Link: What Video Ads Can Do For Social Media

But the average Twitter user spent 89.3 minutes on the platform in July, or three minutes per day, down 2.8 from June.

Facebook's FB July unique visitors increased 1.3 percent sequentially, while user time grew 4.5 percent to 38.1 minutes per day.

Squali, who also reiterated a Buy on Facebook, said Mark Zuckerburg's website is designed for longer-form discourse, while Twitter is a "real-time communications platform."

"We don't expect Twitter to catch up with Facebook in terms of user engagement," Squali said.

Facebook fell 0.76 percent Wednesday to $74.72, while Twitter traded recently down 0.27 percent to $44.97.