Facebook Sees Its Gen Z Audience Slipping Away to Snapchat

15 February, 2018, 02:20 | Author: Elena Summers
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In 2018, the number of US Facebook users ages 11 and younger will decline by 9.3%.

According to a report from eMarketer, about 2.2 million users between age 13-17 and 4.5 million users from age 18-24 regularly use Facebook in the UK.

In the past, Facebook users who dropped out were migrating to Facebook-owned Instagram.

For the first time, Facebook can not say the majority of 12 to 17 year olds in the U.S. are using the platform at least once a month. This is the first time eMarketer has ever predicted a year-over-year decline in usage for this age group, though it has happened before.

The noticeable drop in Facebook usage was offset by the increased number of users that the social networking site garnered over the past year. Snapchat, for example, will increase users in the aforementioned demographic range by 1.9 million, while continuing its superiority in the specific 12- to 24-year-old age group over that of Instagram.

Overall, Facebook will lose 2 million users under the age of 25-year-old this year, according to a new estimate. But the proportion of social network users accessing Facebook will continue to decline over the forecast period, eMarketer said. Similar to Facebook's attempt to draw Snapchat's younger demographic to its apps, Snapchat has also been targeting older users through more user-friendly redesigns. EMarketer estimates that Instagram will add 1.6 million US users to Snapchat's 1.9 million users in 2018.

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Despite its recent struggles, Facebook remains the most popular social network on the internet.

Overall, eMarketer found Facebook lost about 2.8 million USA users under 25 past year.

Zuckerberg has pledged to spend this year "making sure that time spent on Facebook is time well spent". While that has pushed Instagram as a likely destination that the younger will like to get along with, Snapchat still seems to hold on to its appeal among its intended clientele. Snapchat is expected to grow by 9.3 percent to 86.5 million users. "With the wide variety of social media out there, it's easy for everyone to find something that fits them well".

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

Even after this major downfall, Facebook is still the biggest social networking site in USA and United Kingdom with over 2 billion active users worldwide.


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