According to eMarketer’s latest research, Facebook has yet another hurdle to overcome this year. The latest research from the platform shows that Facebook is predicted to drop between 5.6 and 9.3 percent of users under the age of 25, resulting in losing approximately 2.1 million users.
“Nearly 200 million people, or 60.5 percent of the U.S. population, will use a social network at least once a month this year, up 2.6 percent over 2017,” said eMarketer’s report, “U.S. Social Network Users: eMarketer’s Forecast for 2018-2022.” “User growth will remain low throughout the forecast period. However, shifts in devices and — more importantly — social platforms used will be increasingly noticeable.”
Facebook will, however, maintain growth — just under 1 percent —according to the report. This is due to older generations continuing to join the social network.
Where are younger social users headed? Snapchat. “By the end of this year, 68 percent of Internet users ages 12 to 17 will use [Snapchat]. Penetration in this age group will outstrip that of Facebook and Instagram (47.2 and 43.6 percent, respectively),” said the report.
Though its growth might not match Snapchat’s, Instagram is forecasted to thrive. According to eMarketer, Instagram will grow its base by more than 13 percent, or by nearly 105 million individuals who are predominately over the age of 35.
The growth of Snapchat and Instagram serve as new beacons for brands and retailers looking to broaden their core consumer base. As Facebook increasingly becomes a news and messaging platform, dedicating more resources to optimized video for social — specifically, Snapchat and Instagram Stories, might be worth consideration.
What’s more, marketers will behoove themselves to look at a variety of influencers — both mainstream and micro — as social media platform users diversify. In order to accomplish this, retailers and brands must consider rich data analytics that are as close to real-time as possible to extract accurate examinations on shopper behavior on e-commerce sites and on social media.
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