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23 August 2017, 01:04 | Yvette Williams
While Facebook's overall growth remains impressive - the company just hit the 2 billion user milestone recently - it seems to be becoming passe for younger users.
Besides, the report also notes that Facebook's community of monthly users in the United States will grow 2.4 percent this year to 172.9 million people, but the social network's monthly user base among the marketer-coveted 12 to 17 age group will fall 3.4 percent vs. 2016 to 14.5 million people.
The usage of Facebook among 18 to 24 age group will grow slow than previously predicted. It's the second year of teen use decline for Facebook, according to eMarketer.
But Facebook's struggles with younger users are gains for its subsidiary, the photo-centric service Instagram, as well as for social media rival Snapchat.
EMarketer predicts 14.5 million people ages 12 to 17 will use Facebook in 2017, a decline of 3.4% from the previous year, as they migrate to Snap'sSnapchat and Facebook's Instagram. However, taken together, these data suggest that Facebook's repeated copying of Snapchat features - such as selfie masks and 24-hour "stories" - has not had a significant impact on young users' loyalty. In a report, the firm points to "Facebook-nevers", analyst Oscar Orozco's term for "children aging into the tween demographic who appear to be overlooking Facebook altogether". EMarketer says the social network's community of monthly users (aka the number of unique users each month) will grow 2.4 percent this year to 172.9 million people thanks to "increased adoption by older internet users". Instagram users between 12- to 17-years-old will increase 8.8%.
"Although usage of the main Facebookapp is declining among teens, marketers will still be able to reach them on Instagram", she proclaimed.
It's true: teenagers really do think Facebook is less cool than Instagram and Snapchat.
Snapchat and Instagram, Orozco added, have found success with younger demographics partially because they are more aligned with how they communicate-that is, using visual content.
Big Picture: A new report is optimistic about Snapchat's ability to edge out Facebook and Instagram among young Americans.
Many other social media platforms have come along that threatened to become the new alternative to Facebook, but few have achieved as much lasting power and ubiquity as the social media giant, said Pivotal Research analyst Brian Wieser.
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