GlobalWebIndex polled 12,399 Facebook users in the U.S. and the U.K., and it found that while 50 percent of overall respondents said they were using the social network less than they had previously, that figure jumped to 64 percent for teens.
GWI said 55 percent of men reported using Facebook less, compared with 46 percent of women, adding that overall, younger groups cited this behavior more so than older ones.
The company said in a press release accompanying the chart below:
Of course, some caveats are needed here. Teens haven’t left Facebook — they’re just interacting with it less frequently and more passively than in the past. And Facebook’s ad-based profits are dependent on it being able to target its users accurately — something that is not jeopardized by these findings, especially with the arrival of Atlas. Even so, it’s clear that Facebook is struggling to maintain enthusiasm among the most coveted but fickle demographic, giving some context as to why Snapchat has been able to make such serious inroads into this audience.
Readers: What did you think of GWI’s findings?
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