Too cool for Facebook? Teen users to migrate to Instagram and Snapchat

Too cool for Facebook? Teen users to migrate to Instagram and Snapchat

Too cool for Facebook? Teen users to migrate to Instagram and Snapchat

Facebook's user growth is expected to slow this year among teens and young adults in the US -two demographic groups that are highly coveted by marketers.

According to eMarketer, Facebook's loss of monthly users between the ages of 12 and 17 will accelerate to 3.4% this year from 1.2% in 2016. While Facebook use will grow for those under 12 or between 18 and 24, those groups are growing more slowly than researchers previously thought. It's the first time the research company has predicted a fall in Facebook usage for any age group.

The disappearing-message app which went public earlier in the year has also overtaken Facebook with regards to users aged between 13 and 24 years based on a metric employed by advertisers when allocating advertising budgets.

In the United Kingdom, among the 12-to-17 and 18-to-24 age brackets, Facebook's user numbers will decline by 2.8% and 3.1% respectively this year according to eMarketer.

Similarly, monthly Instagram usage in the USA will grow 23.8% in 2017 to 85.5 million.

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However, Snapchat still faces an uphill task to dethrone Facebook according to eMarketer analyst, Debra Aho Williamson. Further, the report stated that Instagram is expected to record growth of 23.8% this year, as the number of its monthly users under the age of 12 is expected to surge 19%, while the number of those in the 12-17 age group is expected to increase 8.8%.

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EMarketer forecasting analyst Oscar Orozco says teens and tweens, seem less engaged on Facebook, logging in less frequently and spending less time there.

We also have "Facebook-nevers" now, which is a term that it has coined for children aging into the tween demographic that are overlooking Facebook entirely in favor of services like Instagram and Snapchat.

"We see teens and tweens migrating to Snapchat and Instagram".

The predictions come after Instagram in April announced that more than 200 million people now use its Stories feature (the one it ripped off from Snapchat) every day. Both platforms have found success with this demographic since they are more aligned with how they communicate - that is, using visual content. Instagram is owned by Facebook so it's got that going for itself.

For years there have been warnings that Facebook was losing its cool with young people.

Its user base will continue to grow slightly throughout the forecast period, beating Facebook's by an incremental degree this year, but its rate of increase will trail Facebook, Instagram and Snapchat each year between 2018 and 2021.

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