The 12-to-24-year-olds, are flocking to Snapchat to escape their parents and grandparents.
Facebook’s struggle to retain young users is more severe than ever before. The social networking giant is losing users to Snapchat faster than ever. In 2018, Facebook is estimated to lose two million users aged 24 or below, while Snapchat is expected to gain 1.9 million in this age bracket, reveals a new forecast by eMarketer.
In 2018, less than half of Americans aged between 12 and 17 will use Facebook at least once a month, says eMarketer. Facebook usage among under-12s will decline 9.3 percent, while the 12-to-17 and 18-to-24 age brackets will witness a 5 percent drop.
In the past, Facebook users who dropped out were migrating to Facebook-owned Instagram. But now, they are flocking to Snapchat.
Snapchat has refreshed its app to make it more user-friendly. It now has separate pages for brand stories, which makes it easier for users to spot content from their friends. eMarketer estimates that Snapchat will have more users than Instagram in the attractive 12-24 age bracket.
In fact, Snapchat could even see increased interest from older groups now.
Debra Aho Williamson, Principal Analyst at eMarketer, said: “Snapchat could eventually experience more growth in older age groups, since it’s redesigning its platform to be easier to use.”
Facebook’s monthly user growth is now being driven by older groups. It is often the first taste of social media for the older populace. In some Western markets, Facebook has already been dubbed the social network for oldies, while Instagram and Snapchat are sought-after destinations for millennials. In fact, a lot of kids and adolescents are fleeing Facebook to escape their parents and grandparents.
Snapchat is getting criticism that the new interface is difficult to navigate.