March 18, 2018

Facebook losing younger users to Snapchat in the UK

15 February 2018, 06:13 | Camille Rivera

Facebook's Teen Drain The social network has a tougher time convincing British kids to join Source EMarketer Inc

Facebook's Teen Drain       The social network has a tougher time convincing British kids to join              Source EMarketer Inc

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.

This year, in fact, less than half of US internet consumers ages 12-to-17 will use Facebook, the research foresees. While Facebook continues to build monthly users overall, that increase is largely driven by older users, the firm found.

Facebook is still growing, it said, and will reach 169.5 million US users this year, which is growth of just under 1 per cent year-on-year. Around 5.8% of those in the 18-24 age bracket will leave the platform. That prediction was of course, the first time the digital research firm had predicted a decline in usage of any group as regards Facebook. For 2018, eMarketer predicts the number of total Facebook users in the US will reach 169.5 million, up nearly one per cent from 2017.

During Facebook's recent earnings call, CEO Mark Zuckerberg said that the changes incorporated in the platform reduced the average time spent on Facebook, but admitted that this is a cost that the company is ready to pay for the overall good.

That's more than double the "penetration rate" Snapchat had achieved just three years ago. Snapchat already has more 12- to 24-year-old users than Instagram, and is still adding more users in that age range than Instagram, eMarketer says. Instagram is looking to grow to 18.4 million while rival platforms Snapchat and Twitter are set to grow to 16.2 million and 12.6 million respectively.

Instagram will add 1.6 million users ages 24 and younger.

That's even better than Snapchat's expected growth - eMarketer believes it will grow its US audience by 9 percent in 2018.

The same trend is expected to continue into 2019 and 2020, with declines in all segments of United States users under 25, the report added.

The largest growth iwill be among older users, with 500,000 new over-55s expected to join Facebook this year.

Writer and social media addict.

A 5.6 percent decline in users between 12- and 17-years-old.

Surely, teenagers aren't going to stop using social media. Further, Broughton thinks that Facebooks' video and photo experience offer a platform that helps them to stay connected with their kids and the grandchildren. Facebook is still growing, but it is older generations who are adding these numbers; commercially this is not as attractive. Notably, 2017 was the first time that analysts expected the company to see a drop in usage for any age group.

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