From Rome and Ancient Egypt to Mesopotamia: all great empires must eventually fall. But is it possible that the infallible Facebook’s day may finally be drawing near?

According to a January 2017 survey that was conducted by media research firm Bridge Ratings, Facebook’s appeal seems to be waning. The report examined American Facebook users’ activity and established that across every demographic people were beginning to use the platform less often than they did in previous years.

The research demonstrated that between 2012 and 2017, the number of Facebook users across various demographics who stated that they are using the platform less than they used to has continued to climb.

Those aged 35-44 showed the sharpest decline in interest. In 2012, 25% reported that they were using Facebook less than they used to. By 2017, this figure stood at 41%.

Among millennials, interest has declined more slowly. According to Bridge Ratings’ findings, the number of dissatisfied users who said they were using the platform less rose from 31% in 2012 to 35% in 2017.

However, data obtained by eMarketer suggests that nearly nine in ten social network users will access the site at least once a month this year. Significantly, over half of all US users now access the platform through their mobile phones only (53.8%). While the platform retains its popularity with millennials thanks to the abundance of video content, the data does demonstrate that the way people are using Facebook is changing.

Additionally, it is estimated that between 2017 and 2021 there will be some 12.9 million new Facebook users in the US alone. Almost half of those new users will be adults aged 65 and older.

Facebook’s user base is changing and marketers need to be aware of the possibility of a baby-boomer and millennial exodus. However, for the time being at least, Facebook remains the go-to platform and overall juggernaut of the social media landscape.

Stopgap – March 1, 2017


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