Facebook Is Tops with Everyone but Teens

Facebook Is Tops with Everyone but Teens

Foto: Fotolia

The number of Facebook users in the US will inch up 0.9% this year to 169.5 million, according to eMarketer. While growth has plateaued, Facebook is still the most used social network among all age groups, except for teens.

In 2016, Snapchat surpassed Facebook as the most popular social network among US teens. Snapchat will continue to add users ages 12 to 17, while Facebook will continue to lose users in that cohort. In fact, eMarketer estimaes Snapchat will add 1.2 million new users in that age group by 2022, while Facebook will lose 2.2 million.

Snapchat has been more popular than Instagram among US teens for years. In 2018, 16.4 million 12- to 17-year-olds will use Snapchat, compared with 12.8 million for Instagram. Snapchat will remain dominant among teen users through 2022.

As eMarketer first reported in February, teen usage of Facebook is declining. This year, 11.5 million people in the US ages 12 to 17 will be on the platform, down from 12.1 million in 2017. By 2022, the number of Facebook users in that age bracket will drop to 9.3 million.

Facebook is the most used social network among US millennials, with 58.5 million of them expected to use the platform this year. That figure is still growing, albeit slowly. Instagram ranks second with 43.3 million.

Generation X uses Facebook most heavily, with 45.1 million users this year. That number will fluctuate slightly throughout the forecast period, but it will ultimately fall to 43.8 million by 2022. Instagram, the second most used social platform among Gen X, will have about half as many users this year (23.5 million). That figure will grow slightly in 2019, but we expect that number will level off over the following years.

Baby boomers continue to favor Facebook over other social apps, mainly to stay in touch with friends and family. This year, 31.9 million people in that cohort will be on the platform, with that number holding fairly steady through the forecast. Their second social network of choice is Pinterest, with 12.9 million users this year. Snapchat comes in last for baby boomers; only 3.8 million will use the platform in 2018.

More from category

2019 Marketing Trends Report by IBM Watson Marketing

2019 Marketing Trends Report by IBM Watson Marketing

24 Jan 2019 comment

With AI continuing to gain usage among marketing professionals, IBM announced a new report from IBM Watson Marketing identifying a new breed of marketers coming to the forefront.

CEO Confidence in Growth Dips Dramatically

CEO Confidence in Growth Dips Dramatically

23 Jan 2019 comment

Nearly 30% of business leaders believe that global economic growth will decline in the next 12 months, approximately six times the level of 5% last year, a record jump in pessimism.

Six Technologies That Will Reach Mainstream Adoption in Five to Ten Years

Six Technologies That Will Reach Mainstream Adoption in Five to Ten Years

23 Jan 2019 comment

Of the 29 technologies on Gartner’s new Hype Cycle, eight are entering the Slope of Enlightenment and climbing toward the Plateau of Productivity.