Generation Z — the generation after millennials — is
migrating away from Facebook in favor of other social media
A recent estimate suggested a declining teenage user
base for the social media giant, while Snapchat
and Instagram’s user base is surging.
Millennials are responsible for the declines of several American
industries — department stores, casual dining restaurants, and
to name a few.
But when it comes to social media, it’s an even younger
generation — Generation Z — that’s changing the rules of the
Defined as people born between 1995 and the mid-2000s,
Generation Z has a markedly different approach to social media
than the generations that preceded it.
In November, a
Piper Jaffray survey found 47% of teens consider Snapchat
their favorite social media platform, up from 35% the year
Instagram was the preferred platform for 24% of teens, the
same number as one year earlier. Meanwhile, only 9% of teens
chose Facebook — a decline of 4% from 2016.
The results were another round of bad news for Facebook. In
September, market research firm eMarketer estimated that the
number of Facebook users between the ages of 12 and 17 would fall
3.4% to 14.5 million people by the end of the year.
“We see teens and tweens migrating to Snapchat and
said eMarketer senior forecasting analyst Oscar Orozco. “Both
platforms have found success with this demographic since they are
more aligned with how they communicate — that is, using visual
“Outside of those who have already left, teens and tweens
remaining on Facebook seem to be less engaged—logging in less
frequently and spending less time on the platform.”
Despite the bad forecast, Facebook remains the most popular
social media platform in the US, and the company’s ownership of
Instagram should soften any financial hit it takes with a
declining user base.
But if the numbers are any indication, Facebook could have
a big Generation Z problem in the future.
Get the latest Snap stock price here.