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Latest Social Network Ranking...

 
Monday, June 21, 2021
 
eMarketer has analyzed their April US Social Network Users study (by Platform 2021) and projected Facebook as facing a slowdown. In a recent post by Debra Aho Williamson, the market research firm claims the number of monthly Facebook users in the US will increase by less than 1% year over year. This is the platform's lowest annual growth rate to date...
 
According to Williamson, much of this deceleration is due to last year's faster-than-expected growth of 3.3%, which was driven by changes in media habits during the pandemic. That helped to push future accelerations forward, and as a result, Facebook will see slower user growth for the rest of eMarketer's forecast period, which ends in 2025...
 
Facebook's slippage is due in great part to their changing user demographics. The number of users age 12 to 17 dropped from 9.9 million in 2019 to a projected 9.1 this year, to 8.2 million by the end of 2025. The number of 18 to 24 year old users will fall from 20.0 million in 2019 to a projected 19.1 million this year, to just 17.8 million in 2025. This is not a new story for Facebook. While the platform will gain 19.4 million users from 25 up between 2019 and 2025, it will lose 4.1 million users ages 12 to 24 during that time period...
 
Even with the losses, Facebook will maintain its 60.9 penetration and number one social network standing per month with 179.5 users. Sister property Instagram ranks second with 118.9 million monthly users expected this year, followed by Pinterest with 91.1 million monthly users. In 4th place is Snapchat with 87.3 million users each month. Number 5 is Tik Tok with 78.7 million monthly users. Linkedin is sixth with 64.7 million users per month, followed by Twitter at No. 7 with 55.6 monthly users and trailing and taking up the rear at number 8 is Reddit with 43.3 users per month...
 
Third-party surveys place the platforms in roughly the same order. Edison Research and Triton Digital studies found that 61% of US consumers ages 12 and older were on Facebook as of January 2021, down slightly from 63% in 2020. Instagram, Pinterest, Snapchat and Tik Tok rounded out the top five...
 
Even though there have been many calls for users to delete their Facebook accounts when one crisis or another has surfaced, the social network has been able to retain the majority of its base, as it continues to lead in social network usage. The social web's ongoing attempts to reduce dissent and negativity and turn the platform into a more positive place may help slow some of its slippage (but likely won't attract new users)...
 
What probably won't help is if Facebook decides to make its indefinite ban of Donald Trump permanent: 50% of US adults surveyed by Pew Research Center in April said the ban shouldn't be permanent, while 49% thought it should be. Facebook users are apparently heavily divided on the topic. Another question is whether users will change how they use the platform in response to the recent rollout of Apple's iOS 14.5 and its pop-up notification allowing users to opt in or out of tracking. eMarketer doesn't expect most users to stop using Facebook because of the notification, but it will cause some to feel differently about Facebook using their data...
 
So far, there is conflicting data on how many consumers will opt in to tracking or not. On the positive side, a January 2021 survey from SellCell, an online marketplace for selling pre-owned mobile devices, found that 39% of US iPhone or iPad users would consent to tracking if it was by a familiar app like Facebook or Instagram. Another study from Flurry (a unit of Verizon) found that just 5% of US iOS 14.5 users opted in to tracking in early May...
 
I(n)M(y)O(pinion):
  • By constantly freshening up their product, Facebook continues to lead all social media usage despite slipping from time to time...
  • I believe the Sports Illustrated study on doctored baseballs in the major leagues. That's why there are such high strikeout totals in every game...
  • Will the new statue of liberty France is sending us live next to the original one???
  • If you just thought things were getting more expensive - you were right...
  • The drought in the southwest is what's creating higher than usual temperatures in the rest of the US...
  • Ned Beatty (83) was simply one of the best supporting actors ("Deliverance", "Rudy", "All The President's Men", "Network") of all-time...
  • Most people hate the sound of their own voice - a drawback if you choose a career in radio...
  • Apple has made a wise investment - health care...
  • You better have a password for your Peloton. They're being hacked now...
  • Get used to ranked choice voting if you live in New York and one of 19 other US cities...

 

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