More to the point, the app places a lot of emphasis on privacy, and the short duration of content sharing offers a unique forum for young people that Facebook can not offer. The study comes from eMarketer, a New York-based market research firm, and a study of digital media users in the United Kingdom and the United States.
According to the study, Facebook's subscriber share in the United States market is still growing, mainly due to the growing number of older user groups. According to eMarketer Research, the number of 18-to-24-year-old Facebook users in the United States is expected to decline and is expected to decline 5.8% from the previous year.
The research firm also claims that since the beginning of the study, fewer than half of young people aged 12-17 in the United States have used Facebook for the first time, the number of users in this age group has dropped 5.6%. The number of users under 12 years old also showed a 9.3% decline this year. According to eMarketer, this trend is expected to continue into 2019 and 2020, while the number of users under the age of 25 will all decline.
Facebook will lose about 2 million users under the age of 25 this year, and Snapchat and Instagram will be key beneficiaries. According to eMarketer's survey, Facebook is still the most popular social network in the U.S. market with about 165.5 million users this year.
According to eMarketer predicts that the rapid growth of Instagram will have 104.7 million US users, and Snapchat users will reach 86.5 million. Overall, Facebook users in the UK are expected to reach 32.6 million in the coming year. But young Facebook users in the UK between the ages of 12 and 24 are expected to cut about 700,000 from the previous year. In the meantime, about 500,000 new users over the age of 55 are expected to join the Facebook family.
If this trend is globally representative, that means tens of millions of young users will leave Facebook, while older new users will become younger users. Bill Fisher, a senior UK analyst at eMarketer, said: "Facebook has been left out of the blue and now there are early signs that younger social media users are increasingly being influenced by Snapchat."
He states: "The challenges and opportunities facing Snapchat are how to reach users outside of the younger community." Since the launch of Snapchat in 2011, it has become more prevalent among adolescents and youth groups. Everything on Snapchat is time-limited and can be sent directly to individuals or a small group of friends, which is key to its appeal to younger users.
The instant messenger app also features a series of interactive features that are attractive for adolescents and also contribute to the growing number of young users. But these features also make older people, like Facebook's simpler social media experience, less interested in Snapchat.