Facebook might be top-dog when it comes to the social media giants but recent estimates indicate its now more appealing to older generations while Snapchat is seemingly stealing its younger customers. "But not all of those users are migrating to Instagram". Snapchat, for example, will increase users in the aforementioned demographic range by 1.9 million, while continuing its superiority in the specific 12- to 24-year-old age group over that of Instagram.
Facebook has known about their "teen-trouble" for a while and has worked hard to keep current by continuously offering new products and platforms that might appeal to younger users. Around 5.8% of those in the 18-24 age bracket will leave the platform.
In 2017, eMarketer reported that more than 1.54 billion people used Facebook at least once per month during the calendar year. Facebook usage among children younger than 12 years will drop more than 9%, with declines of about 6% each among 12-17 year olds and 18-24 year olds.
But outside of the main players, younger people adopted other platforms such as Musical.ly, Twitch.tv, Live.me, Line and WeChat.
Snapchat's growth over the last three years has more than doubled its rate of adoption up to 43%. "The question will be whether younger users will still find Snapchat cool if more of their parents and grandparents are on it", says eMarketer principal analyst Debra Aho Williamson, "that's the predicament Facebook is in". But, the growth in popularity in Snapchat is siphoning away more users.
The report said Snapchat will add 1.9 million users under 25 in 2018 and Instagram will add 1.6 million. At the same time, Snapchat and Instagram will add users from that age group. But the proportion of social network users accessing Facebook will continue to decline over the forecast period, eMarketer said.
A surge in older users means that the over-55s is set to become Facebook' second biggest demographic by the end of the year.
By eMarketer's reckoning, that's because growth among 12- to 17-year-olds will drop by 5.6%, this year.
In fact, Snapchat could even see increased interest from older groups now. Further, Broughton thinks that Facebooks' video and photo experience offer a platform that helps them to stay connected with their kids and the grandchildren. It is often the first taste of social media for the older populace.
Even now, Facebook continues to add features to its native Stories in a bid to drive usage, but has failed spectacularly.