This is one war Snapchat is winning over Facebook

15 February, 2018, 02:20 | Author: Julian Harrison
  • This is one war Snapchat is winning over Facebook

The digital measurement firm predicted last year that Facebook would see a 3.4 percent drop in 12- to 17-year-old users in the U.S.in 2017, the first time it had predicted a drop in usage for any age group on Facebook.

This is the first time eMarketer has predicted a decline in Facebook usage among 18- to 24-year-olds and those younger than 12.

Snap Inc (NYSE:SNAP) is taking young users from Facebook Inc (NASDAQ:FB) even faster than previously thought.

The firm predicts that the number of Facebook users between the ages of 12 and 17 will decrease by 5.6 percent in 2018. Along with the reduced time, Facebook also - for the first time - witnessed a drop in the daily users in the USA and Canada.

Younger users feel like they have control on Snapchat, said Lynch, who also teaches a social media and brand personalities class at DePaul University's College of Communication.

The report adds that while Facebook has so far been able to keep hold of younger users as they switch to other services such as Instagram, which it bought in 2012 for US$1bn, defectors are now increasingly heading to rival Snapchat.




The outside research firm eMarketer estimates that Facebook lost almost 2.8 million U.S. users younger than 25 years old in 2017. The recent Snapchat redesign aims to make it easier to use by all people, but it remains to be seen whether young users will still prefer Snapchat if older people join the platform too. Snapchat is expected to increase 9.3% to 86.5 million users. So, where are they migrating to? eMarketer has more bad news for Facebook. But since a year ago, Snapchat is gaining interest from teens' side and will soon take over both Facebook and Instagram as predicted by researchers through survey and traffic data.

In the United States, though, Instagram is more popular than Snapchat.

Facebook has tried to stem an exodus to Snapchat with measures such as a new version of its Messenger app for children. The number of Instagram users will total 104.7 million in 2018, up 13.1% year over year.

Facebook will still be the dominant social network of the two in 2018, however, with 169.5 million U.S. users compared to Snapchat's 86.5 million USA users.

For the current year [2018], there is even more for Facebook to worry about.

The social media network last month acknowledged that changes to the site's design reduced time spent by 5%, or 50 million hours. "That's the predicament Facebook is in", said eMarketer principal analyst Debra Aho Williamson.

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