Experts, and Facebook itself, have long warned that the platform could struggle to engage and retain young users as other social media alternatives emerged. Before people start calling it the ultimate demise of Facebook, the social network now has more than 2 billion users around the world.
EMarketer also predicts that for the first time, less than half of USA internet users from ages 12 to 17 will use Facebook at least once per month. In August, the research firm predicted that in 2017 the 12 to 17 age group would decline 3.4%. This year, the app is set to add 1.9 million U.S. users under the age of 25.
According to a new report from eMarketer, Snapchat is now the go-to place for young people, who prefer the ephemeral platform instead of Facebook. The Facebook, Inc. -owned Instagram, still on track to best Snapchat in overall user base, will add 1.6 million users under 24.
According to the report, Instagram is expected to gain roughly 1.6 million young users up to 24 years old, but Snapchat will get the upper hand. It's user total is expected to grow by 13.1 percent to reach 104.7 million this year.
Most observers agree that there are two factors that are largely responsible for Facebook's teenage exodus: the loss of the ever-important "cool" factor, and teenagers' preference for Snapchat.
"Snapchat could eventually experience more growth in older age groups, since it's redesigning its platform to be easier to use", eMarketer principal analyst Debra Aho Williamson said in the blogpost that accompanied the comapany's research.
Content from friends is the default on Snapchat.
This is the second time in six months that eMarketer has warned about Facebook losing its youth. While the apparent increase in variety could stem from a strain of thought that Facebook isn't the hip choice anymore, it also seems to stem from a disruption in the industry, as platforms, some highly similar and some fundamentally different, have gained substantial traction in recent years and months apparently through their own merits.
The court in Berlin said the social media site collects and uses personal information without giving enough information to its members. Moreover, eMarketer expects Facebook to lose even more young users this year, especially in the United States. "That's the predicament Facebook is in". So I don't believe this will be as much of a problem for Snapchat as it continues to be for Facebook.