It’s official: Facebook is for old(er) people. Teens and young adults are ditching Mark Zuckerberg’s social network as popularity among the over-55s surges, according to a report.
In 2018, 2.2 million 12- to 17-year-olds and 4.5 million 18- to 24-year-olds will regularly use Facebook in the UK, 700,000 fewer than in 2017, as younger users defect to services such as Snapchat, according to eMarketer.
A surge in older users means over-55s will become the second-biggest demographic of Facebook users this year.
The report says that while Facebook has so far been successful in keeping hold of younger users shifting to services such as Instagram, which it bought in 2012 for $1bn, defectors are now increasingly heading to upstart Snapchat.
“Facebook has a teen problem,” says Bill Fisher, UK senior analyst at eMarketer. “This latest forecast indicates that it is more than just a theory. Until now it has been able to rely on platform shifters being hoovered up by Instagram. However, leading the charge for younger audiences is Snapchat. There are now some early signs that younger social network users are being swayed by Snapchat.”