According to the researchers, Facebook is losing its younger audience in the United States at a faster rate than previously estimated. A report has been prepared by the eMarketer, stated that Snapchat is drawing youths away from Facebook at a quicker clip than Facebook-owned Instagram. According to the research firm, Facebook is still growing in the US market and the reason behind this is increasing in usage by older age groups.
The eMarketer report is the most recent to highlight Facebook’s problem with attracting and keeping young people, who have long been a core user base for the world’s biggest social network. The research firm, eMarketer mentioned that it expected the first-ever decline in the 18-24 age group in the US and it comes to around 5.8 percent this year. Moreover, It was also mentioned that for the first time since its research began, less than half of the 12-17 age group in the United States would be on Facebook, with a 5.6 percent drop in that segment. The young generation of under-12 age group will see a decline of 9.3 percent this year.
After seeing the report, the research team added that the same trend is expected to continue into 2019 and 2020, with declines in all segments of US users under 25. Facebook will lose an estimated two million users under 25 this year, with Snapchat and Instagram the main beneficiaries. The report mentioned that Snapchat will add 1.9 million users under 25 in 2018 and Instagram will add 1.6 million.
eMarketer analyst Debra Aho Williamson stated that “Snapchat could eventually experience more growth in older age groups since it’s redesigning its platform to be easier to use.” They further added that “The question will be whether younger users will still find Snapchat cool if more of their parents and grandparents are on it. That’s the predicament Facebook is in. Facebook remains the most popular social network in the US market with an estimated 169.5 million users this year.”
According to the forecast, Instagram is growing rapidly and it will be used by 104.7 million Americans and Snapchat will reach 86.5 million users. Previously in last year, eMarketer predicted Facebook would see declines among some youths for the first time in its history. The report also talked about investment firm Piper Jaffray showed Snapchat is the preferred social network for US teens, with 47 percent using the platform.