Facebook Remains Popular Among U.S. Groups Except Teens

According to the latest eMarketer projections, the number of Facebook users in the United States will increase by only 0.9 percent this year to a total of 169.5 million. While the platform’s growth has leveled in the U.S., it remains the top social network among millennials, Generation X and baby boomers. However, interest in Facebook among U.S. teens continues to decline. Snapchat surpassed Facebook among teens in 2016 — and eMarketer predicts that Snapchat will attract 1.2 million new users ages 12 to 17 by 2022, while Facebook will lose 2.2 million teens during the same time frame.

Based on eMarketer’s August 2018 figures, U.S. Internet users ages 12 to 17 who use social networks at least once a month indicate they typically turn to Snapchat (16.4 million), Instagram (12.8 million), Facebook (11.5 million), Pinterest (5.7 million) and Twitter (4.9 million).

According to eMarketer research, “teen usage of Facebook is declining. This year, 11.5 million people in the U.S. 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.”

“Snapchat and Instagram are the top social apps for teens, and this year they’ll add nearly the same number of new teen users,” said eMarketer senior forecasting analyst Christopher Bendtsen. “Stories is a growth driver for both platforms, yet it’s not helping Facebook retain younger users. Teens continue to abandon or never even sign up for Facebook, and Instagram’s gains don’t completely make up for Facebook’s losses for this age group.”

Among millennials, Facebook remains #1 with 58.5 million users, while Instagram is #2 with 43.3 million. Gen X also prefers Facebook (45.1 million users) and Instagram (23.5 million).

“Baby boomers continue to favor Facebook over other social apps, mainly to stay in touch with friends and family,” notes eMarketer. “This year, 31.9 million people in that cohort will be on the platform, with that number holding fairly steady through the forecast.” Following Facebook among baby boomers is Pinterest (12.9 million users). Snapchat falls last with this group.