Young Users Unfriending Facebook

Cesar Mills
February 15, 2018

However, according to new estimations, the social media giant is struggling to attract younger users.

The good news for Facebook is that, despite the expected decline in younger users, eMarketer believes Facebook's overall US audience will continue to grow for the next few years.

The number of Facebook users ages 12 to 17 is expected to decrease by 5.6 percent in 2018, according to a forecast from New York-based market research company eMarketer.

Instagram is a Facebook-owned app which is still the top priority of the young generation, which means Facebook is not giving up their users to someone else.

Facebook usage among kids younger than 12 will drop more than 9%, with declines of about 6% each among 12-to-17-year-olds and 18-to-24-year-olds.

And not all users are expected to go towards Facebook-owned Instagram, which will add 1.6 million users under the age of 25 for 2018, according to eMarketer.

Instagram - owned by Facebook - is still expected to be bigger overall in the USA than Snapchat, however. The social network is expected to reach 169.5 million U.S. users this year, marking just a slight increase of almost 1 percent compared to 2017.

The firm also added that the company is to expect the number of "Facebook Nevers", which is people in their teens and higher up to never have created a Facebook account, to increase this year. Snapchat, meanwhile, will add 1.9 million users in that age group.

Of course, "that's the predicament Facebook is in", Williamson notes.

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"In 2018, the number of US Facebook users ages 11 and younger will decline by 9.3 percent".

The shift is also interesting in light of Facebook incorporating several of Snapchat's unique features on its various subsidiary sites like Instagram.

For the first time, Facebook can not say the majority of 12 to 17 year olds in the United States are using the platform at least once a month.

In fact, Snapchat could even see increased interest from older groups now.

Last month, Facebook announced a major overhaul of its news feed algorithm to prioritise what friends and family share, while reducing the amount of non-advertising content from publishers and brands.

Facebook is the dominant social media platform on the planet and it will still be in that position tomorrow.

A survey in the U.S. previous year appeared to support this theory, finding that among teenagers, Snapchat was far and away the most popular social network.

A previous survey by RBC Capital on social media in December had shown how Snapchat is favourite among teenagers in the U.S., a space that everyone would like to occupy.

Other reports by GizPress

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