Are Young Adults Really Leaving Facebook?

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With so many articles have been coming out talking about millennials and young adults leaving Facebook, it’s time to look at some of the facts and figures from Pew Research Center. In fact, we see quite the opposite, Facebook users and engagements are on the rise.

79% of Internet users (68% of All U.S. adults) use Facebook 
-Pew Research Center

That means that 8 in 10 people in the United States are on Facebook. Let that sink in for a moment and take a look at some demographics from Pew Research Center. If you break down the age demographics, you can clearly see that the highest percentage breaks toward 18-29 year olds. Based on data from the Pew Research Center, Facebook remains the most popular social media platform with a growing user base. Take note, Facebook has the opportunity to provide your business with one of the best ROI over the long term. I regularly state in my presentations that Facebook’s advertising tool and Twitter are still the go platforms for independent businesses in the United States.

Pew Research Center
Pew Research Center – Social Media Update 2016

In that context, a national survey of 1,520 adults conducted March 7-April 4, 2016, finds that Facebook continues to be America’s most popular social networking platform by a substantial margin: Nearly eight-in-ten online Americans 1 (79%) now use Facebook, more than double the share that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%). On a total population basis (accounting for Americans who do not use the internet at all), that means that 68% of all U.S. adults are Facebook users, while 28% use Instagram, 26% use Pinterest, 25% use LinkedIn and 21% use Twitter. [via Pew Research Center]

 

Let’s look at another example to support our theory. Below is a real Facebook data example from one of our clients. Looking at these data points, overall the fan base is made up of 70% 18-34 year old audience. With our demographics leaning to women in both age groups. This is a result of our team tailoring the content to the demographic that we want to attract. The example below is from a client across from a college.

Facebook Example

One last personal insight to leave you with. When I was speaking to a university class, I  asked how many of them use Facebook. No surprise, almost every hand goes up in the room.

Class Example

Everyone seems to believe that young people are leaving Facebook. What I heard from this class and my belief, young people are not leaving Facebook, but are active on many other platforms and if you don’t have interesting content to share with them on Facebook, well your business will not see them.