Facebook remains the most popular social media site in the US, but young people under 25-year-old are increasingly turning to Snapchat, according to eMarketer data released today.
In 2018, the number of Facebook users is expected to decline by 5.6% in the 12-17–year-old users group and by 5.8% in the 18-24-year-old users group. “This is the first time eMarketer predicts a drop in Facebook users in the 18-24-year-old user group,” the company said in a statement.
“This year, for the first time, fewer than half of internet users aged 12 to 17-year will use Facebok,” added the eMarketer.
Overall, Facebook will lose 2 million users under the age of 25-year-old this year, according to a new estimate.
Snapchat is the “one that will attract most new users” with this gain being estimated at 1.9 million additional users under 25, compared with 1.6 million for Instagram.
However, Instagram still has more users in the US than Snapchat, with their number expected to grow by 13.1% this year to reach 104.7 million. At the same time, Snapchat users are expected to grow by 9.3% to reach 86.5 million.
Facebook continues to attract older users and is expected to remain at 169.5 million users in 2018.
“Snapchat may be able to attract larger age groups if it reshapes its platform to make it easier to use,” Debrahim Aimo Williamson, an eMarketer analyst, commented.
“The question is whether the younger ones will continue to regard the snapchat cult when their parents and grandparents start using it,” he added. “With this very sensitive issue, Facebook is faced with.”