An Apologetic Digital Marketer

🔗 U.S. users are leaving Facebook by the millions, Edison Research says

New numbers from Edison Research show an an estimated 15 million fewer users in the United States compared to 2017. The biggest drop is in the very desirable 12- to 34-year-old group.

It revealed almost 80 percent of people in the U.S. are posting, tweeting or snapping, but fewer are going to Facebook.

When we say 15 million have left Facebook in the past two years, we are talking about ~6% of users.

Even though this is the second straight year of US decline, it still doesn’t sound that dire.

However, the study also concluded a ~17% decline in the 12-34 year old demo. And that does sound a bit dire.

FB properties still control 68% of the social media market share, with many of the Facebook defectors finding a new home on Facebook-owned Instagram. That compares to 71% two years prior and 72% two years prior to that.

Given these developing trends, Facebook “overpaying” for Instagram in 2012 now looks like a bargain, as it props up the social media mothership.