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Bloomberg
Facebook Inc. is lucky it owns Instagram. This year, the world’s largest social network will see a decline among teen users in the US, according to a forecast by EMarketer. It’s the first time the research company has predicted a fall in Facebook usage for any age group.
EMarketer predicts 14.5 million people from the ages of 12 to 17 will use Facebook in 2017, a drop of 3.4 percent from the prior year. Teens are migrating instead to Snap Inc.’s Snapchat and Instagram, the photo-sharing app that Facebook owns, the research company said.
Facebook has continued to grow around the world, with more than 2 billion users this year, but younger people are finding it less compelling, said Oscar Orozco, a forecasting analyst at EMarketer.
The company needs to attract younger users so they build a Facebook habit that will carry into their adult years, when they become prime
customers for Facebook advertising. “Teens and tweens remaining on Facebook seem to be less engaged—logging in less frequently and spending less time on the platform,†Orozco said.