Facebook Is Shedding Those Coveted Gen-Z Users

Joshua Bennett
February 15, 2018

The digital measurement firm, eMarketer in the United Kingdom, predicted a drop in usage by the 12 to 17 year old user group in 2017 and they were only partially right.

In 2018, for the first time, eMarketer is predicting that less than half of USA internet users ages 12 to 17 will use Facebook at least once per month.

Facebook losses young users in huge amount than its overall audience, says latest network usage forecast report.

It's no secret that Facebook has been shedding younger users for years.

Additionally, the number of users ages 12 to 17 and 18 to 24 will decrease by 5.6% and 5.8%, respectively. What's worse, is that for the first time eMarketer predicts that the 18-24-year-old demographic will also see an estimated 5% drop.

Snapchat is expected to welcome 1.9 million new users aged 24 or younger, while Instagram will add 1.6 million in that age group.

The research firm released Facebook usage estimates for 2018 on Monday, and expects that Facebook will lose about 2.1 million users in the USA under the age of 25 this year.

Facebook still has 1.4 billion daily active users globally and Instagram has more than 500 million, while Snapchat has 187 million daily active users. Facebook's USA audience will grow 1% this year to 169.5 million, but older age groups will be mostly responsible for that growth. Meanwhile, Facebook could lose 2 million in that same demographic, CNBC reports. Instagram's users are only increasing.

While the number of teen users dropped considerably between 2015 and 2016, 13.57% more seniors (65+) joined the platform, from 13.3 million in 2015 to 15.1 in 2015. The decrease continued in 2017, where 9.86% less US teen users logged on to the platform. Snapchat, and its parent company Snap, has continued to innovate and release unique new features, though they're not all as loved as the app's core messaging functionality. To achieve its objective, Facebook made several decisions including showing fewer viral videos in the News Feed.

The Facebook-owned ephemeral app has not only come of age since it became a part of Facebook, it has held its own even in the face of stiff competition from Snapchat.

Facebook seems to have lost its charm of being the old-school favourite in social media hub.

Of course, "that's the predicament Facebook is in", Williamson notes.

Smith's 17-year-old son Finnegan, who spends the bulk of his social media time on Snapchat and occasionally Instagram, recently deleted the Facebook account that he rarely used.

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