Facebook Losses Young Users in Unexpected Amount


The social network is expected to shed 18-to-24-year-old users this year for the first time, according to a new report from eMarketer, which predicts a 5.6 decline for the age group on Facebook.

The study reinforces perceptions that Facebook is becoming a less appealing space for teenagers as it gets increasingly crowded with their parents and grandparents.

That massive user base will likely insulate Facebook from any dip in younger audiences, according to Noah Mallin, head of experience, content and sponsorships at Wavemaker.

Facebook is among the world's most popular social networks, but it seems that Snapchat is more appealing to young users.

'There are now some early signs that younger social network users are being swayed by Snapchat'.

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Snap's shares soared 30% last week after it revealed better-than-expected financial results and continued steady growth in its global user base, up from 178 million in the third quarter to 187 million in Q4. While the overall number of Facebook users in the United Kingdom will reach 32.6 million this year - far more than Snapchat, Instagram or Twitter can claim - the drop among younger users means Facebook's "teen issue" is more than just a theory, said Bill Fisher, an analyst at EMarketer. Instagram is one of them.

In detail, the eMarketer analysis shows Facebook will lose around 2 million users aged 24 and under, during 2018.

However, eMarketer does note that while Snapchat is popular mainly among youngsters right now, it could appeal to more age groups in the future.

Facebook is losing young users at a faster pace than expected, according to the latest report from eMarketer. The recent Snapchat redesign aims to make it easier to use by all people, but it remains to be seen whether young users will still prefer Snapchat if older people join the platform too.

"Facebook has a user and usage problem, certainly, but like TV it's a "least-bad alternative" for many marketers". "That's the predicament Facebook is in".