Facebook‘s popularity has dramatically waned over the past 5 years among American audiences of all ages. As an online privacy and data security expert, I analyze the latest trends and statistics around Facebook‘s eroding dominance.
-
As of 2022, 193.9 million Americans actively use Facebook each month, down 15 million users since 2020 alone.
-
American teen usage has plummeted, with just 12.8 million teens on Facebook today compared to over 70% in 2014-15. Instead, youth audiences have flocked to Instagram, Snapchat and TikTok.
-
44% of 18-29 year old Facebook users in America have deleted the app off their phones as controversies pile up around data privacy and intrusive ads.
Let‘s dive deeper into the data and reasons behind Facebook‘s slowing growth and loss of prominence in American digital culture after years at the top.
Facebook Amassed Unrivaled Dominance – Then Squandered Users‘ Trust
Launched from a Harvard dorm room in 2004, Facebook quickly came to dominate the social media landscape. It surpassed 1 billion monthly active users by 2012 and connected friends, families, groups and brands worldwide at an unprecedented scale. For years, it seemed utterly indispensible for hundreds of millions of Americans.
But several missteps have steadily eroded users‘ trust and loyalty:
-
Data breaches like 2018‘s Cambridge Analytica scandal, exposing 87 million users‘ info, raised alarm bells around violations of privacy and Facebook‘s ability to safeguard personal data.
-
Intrusive targeted ads based on surveillance of users‘ activity increasingly infiltrate Facebook‘s platform and Messenger app, wearing thin people‘s patience with being tracked and psychologically manipulated.
Data Source: Pew Research Center
This erosion of trust and "creepiness" factor have outweighed the conveniences and connections Facebook continues providing for many – especially younger demographics with less entrenched loyalty.
Teens and young adults have spearheaded an exodus from Facebook in recent years towards "cooler" and more secure-seeming social apps. But growing disengagement spans age groups in an ominous trend for Facebook.
Youth View Facebook as Their Parents‘ Platform – Not For Them
Market research makes clear that Facebook has developed a reputation as an outdated network better suited for older generations and less appealing to youth.
As Porter Gale, trend analyst for the Washington Post, summarized:
“The early adopters and digital natives are finding Facebook to be kind of a drag…There’s been a mass exodus of millennials.”
Specifically, Facebook has lost its grip among teens and young adults who fueled its initial growth:
-
Just 32% of American teens ages 13-17 use Facebook today, an incredible drop from 71% less than a decade ago.
-
A 2021 Pew Research study found 44% of 18-29 year old Facebook users in America have deleted the app off their phones out of privacy concerns and lack of interest.
Instead, American youth have flocked to social apps perceived as more modern, fun and secure:
- 72% of teens now use Facebook-owned Instagram
- Over 60% use viral short-video app TikTok
- 41% of teens say Snapchat is their favorite app
This youth exodus doesn‘t bode well for Facebook‘s future as today‘s teens grow into tomorrow‘s peak digital media consumers and most lucrative target audiences for brands.
Older Americans Haven‘t Jumped Ship – But Usage is Declining
While American teens and 20-somethings dump Facebook in droves, older adults remain actively engaged for now:
- Around 75% of Americans age 30-49 still use Facebook
- Likewise roughly 75% age 50-64
- Over 56% of Americans over 65 currently use Facebook
Seniors over 65 just several years ago shunned social media, but many now turn to Facebook to connect with extended families and old friends after warming up to the technology.
But while older generations sustain Facebook as its most active demographic segments currently, their daily usage and site engagement has notably declined in recent years as well.
- The average Facebook user now spends just 58 minutes daily on the platform, down from 70 minutes per day in 2017 according to eMarketer data.
This points to fading enthusiasm and relevance even among Facebook‘s more loyal remaining core user base.
The Outlook: Facing Increasing Irrelevance in American Culture
Facebook today still claims 2.91 billion monthly active users across all its apps (Facebook, Messenger, Instagram and WhatsApp). And close to 200 million Americans actively use Facebook‘s main platform every month.
But given ongoing data privacy controversies, youth‘s mass rejection for more "with it" apps like TikTok, and declining engagement spanning most demographics, Facebook appears on course to slowly fade into irrelevance – much like formerly world-beating platforms past their prime such as MySpace and AOL.
It still offers unparalleled global reach and money-minting advertising machine. But many perceive the social media juggernaut as highly vulnerable and past its cultural expiration date.
As younger audiences developing core digital habits today increasingly shun Facebook as "not for them", the platform loses relevancy and risks decline into obscure obsolescence over the coming decade.
Key Takeaways: By the Numbers
Let‘s recap key statistics demonstrating Facebook‘s precarious position of declining American usage and deteriorating public trust:
-
193.9 million Americans still use Facebook monthly as of 2022, down 15 million users since peaking around 210 million active monthly users in 2020.
-
Just 32% of American teens use Facebook today compared to a dominating 71% in 2014-15 according to Pew Research. Younger demographics are abandoning it fastest.
-
But 56% of older American adults over 65 remain active on Facebook, partially offsetting the youth exodus.
-
44% of 18-29 year olds report having deleted the Facebook app off their mobile phones in recent years amid disenchantment.
-
Average time spent daily among remaining users is 58 minutes, down from over 70 minutes several years ago pointing to across-the-board declining engagement.
In summary, while Facebook retains an enormous global user base generating lucrative ad revenues, data trends spotlight stark warning signs of eroding relevance and trust – especially among crucial youth demographics – that puts its future dominance in jeopardy.
I hope this data-driven analysis of Facebook‘s precarious standing provides an authoritative insider‘s take! Feel free to reach out with any other questions or comments around social media usage trends and protecting personal data as we navigate this fast-changing landscape.
Sources:
Pew Research, Statista, eMarketer, Washington Post, CNet, USA Today, CNBC