Here’s More Evidence of Facebook’s Struggles with Youth

Facebook use in the US appears to be on the decline, and there are growing indications that its struggles with youth are grounded in reality, not hype. Late last year a study from Forrester Research suggested that teen use of Facebook may have peaked, and the latest annual Infinite Dial report from Edison Research and Triton Digital indicates that Snapchat is giving it a serious challenge among the wider 12-34 market. An early tease of the report showed that the percentage of Americans ages 12+ using Facebook declined for the first time in this year’s study, from 67% to 62%. 

What that overall figure masked – and what is apparent now – is that the decline was almost wholly due to the 12-34 bracket. In fact, the percentage of respondents ages 12-34 who reported using Facebook plummeted from 79% last year to 67% this year. What that means is a larger proportion of respondents ages 35-54 (69%) than 12-34 now report ever using Facebook. For comparison’s sake, a newly-released study from the Pew Research Center did find higher rates of Facebook adoption among US adults: 80% among 18-24-year-olds; 82% among 25-29-year-olds; and 78% among 30-49-year-olds.

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This article originally appeared on marketingcharts.com.

March 29, 2018