Facebook Inc grew at a very fast pace among the teenagers and youths across the world, but now it is been losing its charm. It seems teenagers are quitting the platform at a shocking rate, says a recent study. The company’s other app, Instagram, is the one that has had a cannibalization effect on the social media company.
No power shift
Facebook has the largest user base across the world and is the biggest social network in the world. The company has teenagers and youth as its most important user base.
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Frank N. Magid Associates is the research firm that conducted the recent study, which found that by the end of the year, its user base was comprised of 88% teens in the age group of 13 and 17. This was lower by 6% than what it was in 2013 when it was at 94%. Not only among teens, but also among users of other age groups a decline in popularity was noticed, which within two years has fallen to 90% from 93%.
Facebook has long been considered a social network for parents, and the idea has been embraced by Facebook as well. Instagram, which lacks commitment, was thus was more suited for teens and youth rather than older people. The good part is that since Facebook now owns Instagram, a power shift will not take place, and whatever success is made by Instagram will benefit Facebook only.
Is Facebook losing among teens?
Facebook was found to be the favorite social network among teens, according to another survey conducted by research firm Forrester in June. Though it still remains a favorite, there is no denying the fact that the company is failing to keep its youngest users attached.
CNET reported that the decline was noticed first in 2013 by David Ebersmon, the Chief Financial Officer of the company. Sheryl Sandberg differs from the CFO and says teens still dominate the platform and most of them log in on a daily basis. In November 2013, Sandberg said, “The vast majority of U.S. teens are on Facebook, and the majority of U.S. teens use Facebook almost every day.”
Facebook does not have to fear much though, as it has more than a billion users, making it the biggest social network with the real competitor being Twitter Inc.