Facebook Usage Among Teens Set to Drop in U.S., eMarketer Says

Image EMARKETER

Facebook undoubtedly is the largest social networking website with over 2 billion users, but the younger generation does not find it that interesting, according to Orozco. It's also the second consecutive year that teen usage has fallen on Facebook, as the group slid 1.2% in 2016, eMarketer noted.

The usage of Facebook among 18 to 24 age group will grow slow than previously predicted.

Teenagers are going on Facebook less and less, so much so that an analysis group predicts a 3.4 percent drop in users ages 12 to 17 in comparison to 2016.

Interestingly, while Instagram will have more US users than Snapchat, the latter will beat Instagram for users ages 12 to 17 and 18 to 24.

Mr Orozco said: 'Teens and tweens remaining on Facebook seem to be less engaged - logging in less frequently and spending less time on the platform.

The eMarketer report suggests that despite Facebook having copied some of the features on Snapchat such as Stories and selfie masks, the loyalty of young users to the disappearing-message platform has not waned.

Similarly, monthly Instagram usage in the USA will grow 23.8% in 2017 to 85.5 million.

Growth figures have been adjusted higher for all but the oldest age group, with the biggest upward revision made to the 18-to-24 group.

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As for Snapchat, eMarketer notes that app usage this year will increase which is in line with reported company data. At the same time, eMarketer expects Instagram and Snapchat usage rates to "rise by double digits".

"If we're being honest with ourselves, this is the way the tech industry works and frankly it's how all industries work", said Kevin Weil, vice president of product at Instagram, according to TechCrunch.

In this regard, Facebook is fortunate to have Instagram, which is popular among teens, says eMarketer principal analyst Debra Aho Williamson. Meanwhile, they are flocking to Instagram and Snapchat more.

Notably, even though Instagram will have more U.S. users than Snapchat, the younger social network will overtake both Instagram and Facebook for total users ages 12 to 17 and 18 to 24 for the first time in 2017. As a result, Snapchat's share of U.S. social network users will grow to 40.8%. In total, 16.7 million people will be regular users of the platform, an increase of nearly 35 per cent over 2016.

For the Dubai-based digital marketer Tonic International, Facebook may be losing its edge for the younger crowd, but users over age 45 are growing.

Many other social media platforms have come along that threatened to become the new alternative to Facebook, but few have achieved as much lasting power and ubiquity as the social media giant, said Pivotal Research analyst Brian Wieser. Younger people have cooled on the platform.

But things are looking pretty good for Snapchat. Twitter will have 12.6 million United Kingdom users by end-2017, or 19 percent of the population, rising to 13.2 million (19.2%) by 2021.

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