A meta-analysis of user numbers from various sources shows that Facebook is not losing users in the United States, but other markers suggest waning interest in the social network.
Facebook is not seeing declining user numbers in developed markets including the United States, the analysis, conducted by eMarketer, found.
eMarketer expects that Facebook will surpass 1 billion active users this year.
But the use patterns identified by eMarketer did present some troubling news for the Menlo Park-based company. Younger users may not be fleeing the social network, but they are spending less time on it. Older adults make up the network’s fastest growing audience in developed countries. Together, these patters suggest that Facebook faces an uphill battle in retaining its audience numbers over time.
The social network’s strongest growth globally comes from India, Brazil, Russia, Japan and Indonesia, eMarketer found.
Some trackers of Facebook use fail to account for mobile users while others do not yet have enough mobile data to differentiate between trends and seasonal variation. Many look at Instagram separately. Use of the photo-sharing site continues to grow, the study found.
The study counted individual monthly active users who access Facebook via any device at least once per month. Facebook’s own figures include all monthly active users, including accounts belonging to pets and brands.