Social Media Usage Is Finally Declining!

Social media has been a key communication channel for as long as digital marketing has been around—but social media use, especially with mobile apps is declining. For marketers and digital advertisers, they are in disbelief. But it is true.

​Since the word social media has been coined, young adults from 14 on up to the early 30’s have ruled the social platforms but now things are changing.
Social Media Usage Is Down
The recent findings regarding Americans age 12-34 are crazy when you look at trends over the past two years. This study that I found was a real eye opener. Check these facts out:

• Facebook usage dropped from 79% in 2017 to 62% in 2019.
• Twitter usage dropped from 36% to 29%.
• Pinterest usage dropped from 36% to 31%.
• LinkedIn usage is down from 23% to 21%.
• The only social network with stable usage is Snapchat, which neither grew nor declined from 2017 to 2019.
• The sole network that's registered growth in use among Americans 12-34 over the last two years is—you guessed it—Instagram. Usage is up just 2 points, from 64% in 2017 to 66% in 2019. Look at this chart from The infinite Dial Study.

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​​The bottom line: Social media usage is dropping at a very alarming rate among Gen Z and Millennials.  Kind of surprising isn’t it? Who would ever thought?
-Roy

Tags: #socialmedia, #marketing, #advertising, #genz, #millinials