Published: Thu, February 15, 2018
Science | By Eileen Rhodes

Facebook 'losing youth at fast pace', US study shows

Facebook 'losing youth at fast pace', US study shows

Younger users feel like they have control on Snapchat, said Lynch, who also teaches a social media and brand personalities class at DePaul University's College of Communication.

A 9.3 percent drop for Facebook users under 11 years old.

Instagram is still bigger overall in the US than Snapchat. 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.

Addressing the concerns during the earnings conference call, Facebook CFO, David Wehner, stated that the North America user base dropped due to certain changes made in the products, but noted that it would not be an "ongoing trend". Around 5.8% of those in the 18-24 age bracket will leave the platform.

This is the second time in less than six months that eMarketer has warned that Facebook is fast losing appeal for teenagers.

Also, what should be further disappointing for Facebook is that all those who will be backing off from the social platform won't be joining Instagram, also owned by Facebook. Snapchat is a more likely destination.

Snapchat and Facebook-owned Instagram are expected to add more younger U.S. users, eMarketer said.

A previous survey by RBC Capital on social media in December had shown how Snapchat is favourite among teenagers in the United States, a space that everyone would like to occupy. The social network is expected to reach 169.5 million USA users this year, marking just a slight increase of almost 1 percent compared to 2017. Snapchat is expected to increase 9.3% to 86.5 million users.

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eMarketer predicts Instagram will add 1.6 million users ages 24 and younger.

By eMarketer's reckoning, that's because growth among 12- to 17-year-olds will drop by 5.6%, this year.

Writer and social media addict.

Most recently, Facebook has been accused of copying Snapchat's platform through its Instagram, Messenger, Facebook and WhatsApp apps. In fact, a lot of kids and adolescents are fleeing Facebook to escape their parents and grandparents.

To be sure, Facebook is still the world's leading social media platform, and it saw explosive growth in 2017.

The anomaly could be explained by Facebook finding favour with older age groups.

"This is a logical outcome of the "ageing" of Facebook as a proposition and a well-known environment, and the inevitable emergence of newer social platforms offering the buzz of new features and functions", Karina von Abrams added, principal analysist at eMarketer.

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