According to a interesting article I recently read in eMarketer, Facebook is losing younger users at an even faster pace than previously expected. To me this was really no surprise as Facebook has aged and young people don't think it's "Cool" to be on the same social platform as "Mom and Dad." While the social media platform was able to count on Instagram to retain that younger audience in the past, Snapchat may now be siphoning away more users. This year, for the first time, less than half of US internet users ages 12 to 17 will use Facebook via any device at least once per month.
Facebook is still adding monthly users overall, but older age groups are mainly responsible for this. The number of total Facebook users in the US will reach 169.5 million this year, up just under 1% from 2017. Meanwhile, Facebook’s proportion of social network users accessing the platform will continue to decline over the forecast period. As for advertisers who use Facebook for their reach, Demographics and what their brand is trying to reach will obviously come into play and this may hurt Facebook's revenue scheme. Minerals are now a borderline fraction of Facebook's total users as older adults find Facebook a nice way to stay in touch with family and friends.
In 2018, the number of US Facebook users ages 11 and younger will decline by 9.3%. Additionally, the number of users ages 12 to 17 and 18 to 24 will decrease by 5.6% and 5.8%, respectively. This is the first time eMarketer has predicted a decline in the number of US Facebook users in those age groups. Facebook will lose 2 million users ages 24 and younger this year, eMarketer estimates. But not all of those users are migrating to Instagram. For example, eMarketer predicts Instagram will add 1.6 million users ages 24 and younger. Snapchat, meanwhile, will add 1.9 million users in that age group.
Snapchat will continue to have more users ages 12 to 24 compared with that of Instagram. However, Instagram overall is still bigger in the US than Snapchat. The number of Instagram users will total 104.7 million in 2018, up 13.1% year over year. Snapchat, meanwhile, will see its user base increase by 9.3% to 86.5 million. The article supports what most advertisers and social users have been knowing and tracking for sometime.
Young people like social hang-outs that make them cool and when Mom and Dad get on those same platforms or even any older adults (advertisers excluded) they bail quickly and move on to some other app that parents don't know about yet, are unfamiliar with how to use it, or just don't want to bother because they know they would look awkward being there in the first place. Facebook was that in it's infancy but we see how growing up can be tough.