Published: Tue, August 22, 2017
Hi-Tech | By Ellis Neal

Facebook Losing Teens to Snapchat but Instagram Once Again Saves the Day

Facebook Losing Teens to Snapchat but Instagram Once Again Saves the Day

Estimates for usage of other social media platforms, like Snapchat and Instagram, on the other hand, are expected to be higher for the same age group, according to eMarketer.

It's not all bad news for Facebook, though. It's the first time the research company has predicted a fall in Facebook usage for any age group. The company has the capital to flex its financial muscle, leading into a larger user base, as evidenced with the acquisition of Instagram in 2012."Facebook has the clout to buy up competitors like Instagram and, if it feels the need to tweak the various platforms to mimic some of the more popular features of those competitors", Mr Fisher said.

More than a third of the world's population uses Facebook on a monthly basis, but its hold is now fading among teenagers and young adults in the U.S. "Outside of those who have already left, teens and tweens remaining on Facebook seem to be less engaged-logging in less frequently and spending less time on the platform", said eMarketer senior forecasting analyst Oscar Orozco.

"Both platforms have found success with this demographic since they are more aligned with how they communicate - using visual content."
According to new data from eMarketer, both Instagram and Snapchat will see usage rates rise in the double digits among the younger demographic in the USA and United Kingdom over the next year. Snapchat's user base of 18- to 24-year-olds will grow 19.2 percent while Instagram is expected to see a 19 percent increase in users younger than 12 and 8.8 percent uptick in users between 12 and 17 years old.

New research from eMarketer has estimated that Facebook has around 32.5 million users in the United Kingdom, making it the most popular social network - but it is losing younger eyeballs to Snap and Instagram. However, as noted above, it is losing share to Snapchat and Instagram among younger age groups.

EMarketer predicted Snapchat's United States userbase would grow 25.8%, and its UK base by 20.2% in 2017. The silver lining, of course, is that teens are flocking to Instagram, which Facebook also owns.

Snapchat, too, is stealing some of Facebook's teen audience. Facebook had more than 1.3 billion daily active users in June, versus 173 million for Snapchat. The company said that it "reduced its usage estimates" for Facebook, but didn't share what the previous estimates were, and did not immediately reply to a request for clarification.

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