United Kingdom younger audiences moving off Facebook

Monday, 12 Feb, 2018

Fewer people aged between 12 and 24 are regularly logging into Facebook, eMarketer's upcoming report on United Kingdom digital users will show later this month.

Around two million kids in the United Kingdom aged between 12 and 17 will use the social network regularly this year, or 71 per cent of that age group, analysts predict. This is a downgrade of eight percentage points over eMarketer's earlier forecast. In 2018, 83 percent of social network users aged 18-24 will be Facebook users, this share will drop to 81.5 percent by 2021.

Despite its problems with young people, overall, Facebook is expected to reach 86.2 per cent of social network users in 2018 - way ahead of 49.9 per cent for Instagram, 42.7 per cent for Snapchat, and 33.5 per cent for Twitter.

In 2018, close to 43 percent of United Kingdom social network users will log onto Snapchat, that's more than double its penetration rate from three years ago. Since launching in 2011, the platform has introduced a range of interactive features that have appealed to teenage audiences.

Mr Zuckerberg said "video and other public content have exploded on Facebook in the past couple of years", meaning there is "more public content than posts from your friends and family". "This latest forecast indicates that it's more than a theory".

Facebook is still adding monthly users, but they are mainly from older age groups - and not all the young people leaving the platform are going to Facebook-owned Instagram, which is not growing as fast as Snapchat.