More than a quarter of Muse’s engaged shopping users had an average purchase size above $200, Meta CEO Mark Zuckerberg said during the company’s October 21 earnings call, according to TechCrunch’s earnings coverage. That is a potentially important commerce signal for a personal AI agent, although it describes a subset of shoppers rather than spending across the entire service.
Meta also said more than 10 million users had adopted Muse and that about 25% of people who set it up now use it daily. Shopping emerged as one of the prominent activities Zuckerberg discussed, alongside productivity tasks involving email and calendars. The disclosures do not establish that shopping is the largest use case by users, sessions or time spent.
These company-reported figures add substance to the adoption story. They also require separation from earlier third-party download estimates, and from Meta’s forecasts for revenue, privacy protections and eventual profitability.
Ten Million Users Is Not Ten Million Daily Users
The earlier milestone concerned installations. In its October 20 adoption report, TechCrunch cited Sensor Tower estimates that Muse had accumulated 10.9 million downloads, including 10.2 million in the United States, during its first 40 days.
Meta’s subsequent disclosure concerned more than 10 million “users.” The supplied earnings coverage does not establish whether that means registered accounts, completed setups, people active during a particular period or another definition. Nor does it specify whether the count uses the same geography as Sensor Tower’s estimate.
The figures therefore support different conclusions. Sensor Tower estimated the scale of distribution; Meta reported adoption from its own perspective. Their similar size does not make them interchangeable, and the company’s announcement does not independently validate every part of the download estimate.
The daily-use statement has another denominator: people who set up Muse. Zuckerberg said about 25% now use it daily. That suggests recurring engagement, but it is not a conventional retention curve showing how a fixed group behaves a week or month after signup. It also should not be mechanically multiplied by the headline adoption count to produce an official daily-active-user total.
Sensor Tower separately estimated that Muse reached 2.5 million daily active users on October 16. Its estimates also put U.S. retention after 14 days at 23%, compared with an average of 16% for ChatGPT, Claude and Grok. Those are useful external signals, but they remain third-party estimates measuring different things from Meta’s disclosures.
