Facebook is losing younger users at a faster pace than had been expected previously, eMarketer asserted in its latest forecast on social network usage.
In the U.S. this year, and for the first time, less than half of Internet users ages 12 to 17 will use Facebook via any device at least once per month.
In the past, the social media platform could count on Instagram to help it retain the younger audience, the market research firm noted. But, today, Snapchat may be siphoning away more Instagram users than had once been the case.
Facebook continues adding monthly users overall, eMarketer maintained, but mostly from older age groups. The total number of Facebook users in the U.S. will reach 169.5 million this year, up just under 1% from 2017. As such, the proportion of social network participants using Facebook will continue to decline over the forecast period, eMarketer reported.