Snapchat captures younger users from Facebook

Snapping

Snapping

Facebook could find some comfort in the fact that it owns the youthful Instagram, but rival Snapchat might be the new destination of choice among youth, according to eMarketer.

Last year, digital network usage measuring company predicted that Facebook will face 3.4 per cent decline in 12 to 17 year old users in the United States in 2017, which was the first time that the company had predicted a drop in the social network usage by Facebook users from any age bracket.

eMarketer also expects the number of Facebook users aged 12-17 and 18-24 to decrease by 5.6 per cent and 5.8 per cent, respectively. On the other hand, Snapchat will be used by 43% of these younger users, more than double the rate of three years ago.

For a good while now, various studies and reports have indicated that Facebook was having trouble keeping younger users on its network.

Snapchat use has rocketed in recent years, though remains behind Facebook overall. It's also forecast that use among this group is likely to fall to 81.5 per cent by 2021.

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Facebook is losing young users at a faster pace than expected, according to the latest report from eMarketer.

Over-55s will become the second-biggest group on the network, as 700,000 people aged 12 to 24 defect to services such as Snapchat, according to predictions by eMarketer. Instagram is one of them.

However, eMarketer does note that while Snapchat is popular mainly among youngsters right now, it could appeal to more age groups in the future. Snapchat is expected to add 1.9 million users in this age group of 24 and younger.

Snapchat, meanwhile, will see its user base increase by 9.3% to 86.5 million.

Facebook, however, is aware of the problem at hand, and possibly this is why the social networking site launched a new Messenger app for children. "That's the predicament Facebook is in". The social network is expected to reach 169.5 million USA users this year, marking just a slight increase of almost 1 percent compared to 2017.

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