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For First Time, Facebook Seen Losing Youth Audience To Snapchat

15 February 2018

"This is the first time eMarketer has predicted a decline in the number of US Facebook users in those age groups".

According to eMarketer analysts, this tactic could see younger users migrate from Snapchat to other platforms in order to avoid the influx of older people.

The number of total Facebook users in the United States will reach 169.5 million this year, up just under 1% from 2017, they say.

It's not just teens that are losing interest in Facebook: the website is predicted to lose 2 million users who are 24 or younger in 2018, while Snapchat is expected to gain 1.9 million users from the same age group.

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The eMarketer report said Facebook is still adding monthly users overall, but older age groups are mainly responsible for the increase. New data shows the social media giant is losing its appeal with teenagers in the US, specifically to the photo-sharing app Snapchat.

The billionaire said he wanted to spend 2018 "making sure that time spent on Facebook is time well spent".

EMarketer also observed that "teens and tweens remaining on Facebook seem to be less engaged - logging in less frequently and spending less time on the platform".

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While Facebook aims to decrease the amount of brand posts on the News Feed while increasing posts from friends, those two things have always been separate for Snapchat. For people whose whole lives have seen unavoidable internet ads, that might be a welcome relief. This year, the app is set to add 1.9 million USA users under the age of 25. In addition to the stereotypical uncool mom and dad (and grandma and grandpa), kids usually don't want older family members seeing what they're talking about. Snapchat, owned by Snap (SNAP), may now be siphoning away more users than expected.

Of course, "that's the predicament Facebook is in", Williamson notes.

A previous survey by RBC Capital on social media in December had shown how Snapchat is favourite among teenagers in the U.S., a space that everyone would like to occupy.

The problem of privacy reared its head again on Monday as a German court ruled Facebook's default privacy setting and use of personal data are against consumer laws in the country.

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Basically, if Facebook doesn't start listening to its youngest losers, it stands to lose them forever.

For First Time, Facebook Seen Losing Youth Audience To Snapchat