For the past several years, Facebook has been at the center of the social media’s focus. The more studies surrounding age groups are performed around various social media outlets, the worse it seems to get for the popular site. Not that the platform itself is in serious decline at the moment, however if things continue the way they are, the site might start to run into a bit of trouble, as teenagers tend to represent the strongest amount of activity for most social media sites.
Since 2012, there has been indication of a decrease in the popularity of the social media site amongst their teenage audience, however it has been a small change until recently. From 2012 to 2013, the percentage of social media users in the United States between the ages of 13 and 17 that were using the site dropped from 95% to 94% – not too significant a change, however from 2013 to 2014, the percentage dropped again to 88%. Of course, 88% of all teenagers in the United States is still a very impressive statistic that is far more than enough to keep the website running. However, if a drop of 1% in one year can increase to 6% for the next, there could still be a potential serious problem for the site.
One website experiencing a decline in popularity can be attributed to a wide number of causes. In this case, it seems as though a good number of users leaving the one site are being attracted to another. Twitter was also examined in the study, which found that in 2013, 46% of social media users in the United States between the ages of 13 and 17 were using Twitter, a statistic that rose to 48% the next year. While Facebook is losing its younger users, Twitter is gaining younger users, and it is entirely possible that the individuals that are leaving one site are doing so because they feel more comfortable or happy using the other one.
There are a number of reasons that could potentially be attributed to this sudden migration of sorts. The same study that indicated this occurrence asked its participants whether or not they believed Facebook to be safe, or trustworthy, and fun. The result was that 9% of participants indicated that they believed the site to be safe and trustworthy, and 18% found it fun. In contrast, other popular social media sites were found significantly more fun, such as Pinterest, which 40% of participants enjoyed using. This makes sense as a potential causation; why use a social media site that you don’t trust or enjoy as opposed to one that you find safe and more enjoyable?
The decline of the most popular age group on Facebook Inc.’s most popular platform is a strong indication of what young users feel are important aspects to their social media, which could make significant differences for other companies – the competition especially – in the near future, as social media continues to shift and change.