Instagram, Snapchat Adoption Still Surging

Usage rates for Facebook, Instagram and Snapchat are running roughly in parallel between the U.S. and United Kingdom (U.K.), according to eMarketer’s latest forecasts of social network usage in those countries, with relative upstarts Instagram and Snapchat expected to rise by double digits. But social networking leader Facebook will see its user growth continue to slow in both countries as lessening usage among teens and young adults drags down overall user growth.

eMarketer has reduced its usage estimates for U.S. monthly Facebook users ages 12 to 17 and 18 to 24. Yet for the same age groups, we have kept unchanged or adjusted higher our usage estimates for Snapchat and Instagram, suggesting younger social network users are turning away from Facebook in favor of other platforms.

Facebook’s community of monthly users in the US will grow 2.4% this year to 172.9 million people, a figure slightly higher than previously forecast due to increased adoption by older internet users.

But the social network’s monthly user base among the marketer-coveted 12 to 17 age group will fall 3.4% vs. 2016 to 14.5 million people-the second consecutive year of expected usage declines by this group and one that will have accelerated from the 1.2% slip seen in 2016.

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