June 15, 2021
Facebook teen usage

Facebook is Losing This Key Demographic to Rivals

Facebook teen usage continues a downward trend as that demographic leaves in favor of rivals like Snapchat, a new study finds…

Social behemoth Facebook has a huge “teen problem,” according to Bill Fisher, eMarketer’s UK senior analyst. Fisher’s firm predicts the social network will lose a sizeable number of 12 to 17 year olds during the year. But, people over the age of 55 will also become one of its largest demographics.

Facebook Teen Usage Shrinking as Users Flee to Rival Snapchat

This isn’t exactly new. However, it does confirm what’s been going on for the past few years. That is, as more parents and grandparents come to use Facebook, it becomes less cool to younger ages. The data collected by eMarketer reveals UK and US trends are remarkably similar. For instance, Snapchat will gain the most 12 to 17 year old US users through this year. While in the UK, estimates predict Snapchat will grow by nearly 43 percent. That’s almost twice the number from only three years ago.

According to the study, 2.2 million users ranging in age from 12 to 17  will use Facebook in 2018. That’s a stark comparison to just four years ago. At that time, 90 percent of social media users in the 12 to 17 demographic used Facebook. Present forecasts show a significant drop to 66 percent by 2022.

Facebook is still growing its user base in the UK. Although, it’s mostly among people over the age of 55, which is the second largest group after 25 to 34. The trend is nearly the same in the US. The difference being the loss from the Facebook flagship merely represented a shift to Instagram (which Facebook owns). In 2018, that’s predicted to change to rival Snapchat, who stands to benefit most from the defections.

Meanwhile, in the United States, eMarketer estimates Facebook will lose 2 million users under the age of 25. Conversely, the company expects Instagram to gain 1.6 million in the same demographic. Snapchat will also add 1.9 million users in that group. Presently, Snapchat is on target to win over younger users. But, Instagram is forecast to grow by over 13 percent in the US.