For the first time since its creation, less than half of U.S. internet users between the ages of 12 and 17 are predicted to use Facebook at least once per year through any device, according to eMarketer's latest forecast on social network usage. Facebook's USA audience will grow 1% this year to 169.5 million, but older age groups will be mostly responsible for that growth. Similar to Facebook's attempt to draw Snapchat's younger demographic to its apps, Snapchat has also been targeting older users through more user-friendly redesigns. They point out though younger users like platforms that emphasise visuals, they like sharing posts away from prying adult eyes. Of the 2 million US users under 25 that eMarketer estimates Facebook will drop this year, it sees Instagram catching only 1.6 million, while Snapchat is likely to scoop up 1.9 million.
The number of Facebook users in their teens is expected to drop by 5.6 percent, whereas the users from 18 to 24 are expected to decrease 5.8 percent.
Facebook reported that the site recorded 1.4 billion daily users in the last quarter of 2017.
Fisher says that in the last three years Snapchat has more than doubled its take-up rate among United Kingdom users of social networking sites and apps to 43%.
So, why are kids leaving?
That's a significant slump of 700,000 young users compared to 2017.
That's more than double the "penetration rate" Snapchat had achieved just three years ago. "There are now some early signs that younger social network users are being swayed by Snapchat". "Their minds move quickly", Smith says. Facebook wants youngsters who can be sold to in future years, when they are going through middle age and making bigger purchasing decisions. How many jokes have been written on Twitter that Facebook is just for your parents and their friends now?
Facebook also isn't ideal for smartphones.
Additionally, the instant gratification offered by Instagram and Snapchat increases user stickiness and engagement.
A new forecast from research firm eMarketer released February 12 now shows how much that failure may come back to bite Facebook in the long run. It's easy to see how Snapchat's relative ephemerality is alluring on that front.
Facebook is the dominant social media platform on the planet and it will still be in that position tomorrow.