Facebook, the world's largest social media network, is losing its appeal to younger users as they turn to Snapchat and Instagram, however the company has the financial clout to surmount changing market dynamics, according to a new report.
Facebook users in the 12 to 24 age range are forecast to slip further this year in the US and UK, according to research from New York-based eMarketer. "We see teens and tweens migrating to Snapchat and Instagram," said Oscar Orozco, eMarketer senior forecasting analyst.
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These users want more visual content and fewer words, which is why eMarketer believes Snapchat will overtake both Instagram and Facebook in terms of total users at the 12-24 age bracket for the first time this year. The researcher expects Snapchat's share of social network users in America will grow nearly 41 per cent.
In the UK, Instagram will take top place, securing more than a quarter of the population with 16.7 million people, an increase of 35 per cent compared to last year. Snapchat will follow with 21 per cent of the population. Facebook and Snapchat could not be reached for comment.
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Bill Fisher, eMarketer's UK senior analyst, said that more young adults turn to Snapchat repeatedly throughout the day, helping to create a space away from older generations.
"It's kind of their little place where they don't feel like they have to be on display and they can be their true selves because they are talking to their friends," Mr Fisher said. "Facebook, on the other hand, is so pervasive throughout all age groups that younger users feel somewhat stifled, or else not separated from their older peers."
This is not just trending in the US and UK, but around the world, yet that does not mean that Facebook is at risk of losing its edge in the near future. The company has the capital to flex its financial muscle, leading into a larger user base, as evidenced with the acquisition of Instagram in 2012."Facebook has the clout to buy up competitors like Instagram and, if it feels the need to tweak the various platforms to mimic some of the more popular features of those competitors," Mr Fisher said.
For the Dubai-based digital marketer Tonic International, Facebook may be losing its edge for the younger crowd, but users over age 45 are growing. Facebook has evolved, getting away from a friend-only update atmosphere and morphing into a news and updates social network, said Ahmed Samy, Tonic's digital performance director.
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However, he said that Tonic has noticed that the younger generation comes back to Facebook after passing teenage years as their communication needs change.
There are social media platforms available for each audience, and there is no single platform that fits all, especially when it comes to business engagement. “We still depend on Facebook because it is still the largest platform in addition to Instagram so we run our ads on both [simultaneously] to assure we have the potential accumulated reach.
“But for example, if the client's business is only targeting the under 21 years old youth, we will put more investment behind Instagram versus Facebook,” Mr Samy said.
Match info
Manchester United 4
(Pogba 5', 33', Rashford 45', Lukaku 72')
Bournemouth 1
(Ake 45 2')
Red card: Eric Bailly (Manchester United)
BEETLEJUICE BEETLEJUICE
Starring: Winona Ryder, Michael Keaton, Jenny Ortega
Director: Tim Burton
Rating: 3/5
The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
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How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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THE SPECS
2020 Toyota Corolla Hybrid LE
Engine: 1.8 litre combined with 16-volt electric motors
Transmission: Automatic with manual shifting mode
Power: 121hp
Torque: 142Nm
Price: Dh95,900
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Biog
Mr Kandhari is legally authorised to conduct marriages in the gurdwara
He has officiated weddings of Sikhs and people of different faiths from Malaysia, Sri Lanka, Russia, the US and Canada
Father of two sons, grandfather of six
Plays golf once a week
Enjoys trying new holiday destinations with his wife and family
Walks for an hour every morning
Completed a Bachelor of Commerce degree in Loyola College, Chennai, India
2019 is a milestone because he completes 50 years in business
Our legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
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Israel Palestine on Swedish TV 1958-1989
Director: Goran Hugo Olsson
Rating: 5/5
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Barbie
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TWISTERS
Director: Lee Isaac Chung
Starring: Glen Powell, Daisy Edgar-Jones, Anthony Ramos
Rating: 2.5/5
Disability on screen
Empire — neuromuscular disease myasthenia gravis; bipolar disorder; post-traumatic stress disorder (PTSD)
Rosewood and Transparent — heart issues
24: Legacy — PTSD;
Superstore and NCIS: New Orleans — wheelchair-bound
Taken and This Is Us — cancer
Trial & Error — cognitive disorder prosopagnosia (facial blindness and dyslexia)
Grey’s Anatomy — prosthetic leg
Scorpion — obsessive compulsive disorder and anxiety
Switched at Birth — deafness
One Mississippi, Wentworth and Transparent — double mastectomy
Dragons — double amputee
Libya's Gold
UN Panel of Experts found regime secretly sold a fifth of the country's gold reserves.
The panel’s 2017 report followed a trail to West Africa where large sums of cash and gold were hidden by Abdullah Al Senussi, Qaddafi’s former intelligence chief, in 2011.
Cases filled with cash that was said to amount to $560m in 100 dollar notes, that was kept by a group of Libyans in Ouagadougou, Burkina Faso.
A second stash was said to have been held in Accra, Ghana, inside boxes at the local offices of an international human rights organisation based in France.
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