U.S. Users Are Leaving Facebook by the Millions, Edison Research (Marketplace).
All the bad press about Facebook might be catching up to the company. New numbers from Edison Research show an an estimated 15 million fewer users in the United States compared to 2017. The biggest drop is in the very desirable 12- to 34-year-old group. Marketplace Tech got a first look at Edison’s latest social media research. It revealed almost 80 percent of people in the U.S. are posting, tweeting or snapping, but fewer are going to Facebook. Marketplace’s Kimberly Adams talked with Larry Rosin, president of Edison Research. The following is an edited transcript of their conversation.
Kimberly Adams: In your survey you found an estimated drop of 15 million fewer Facebook users in the U.S. today than in 2017. That’s just in the U.S. Is this a meaningful drop for Facebook?
Larry Rosin: I don’t see how you couldn’t say it’s a meaningful drop. Fifteen million is a lot of people, no matter which way you cut it. It represents about 6 percent of the total U.S. population ages 12 and older. What makes it particularly important is if it is part of a trend. This is the second straight year we’ve seen this number go down. Obviously, the U.S. is the biggest market, in terms of dollars, and it’s going to be a super important market for Facebook or anybody who’s playing in this game.
Adams: But if we look at Facebook’s earnings report, they are still reporting an increasing number of active users. What’s behind the difference between what the company is saying and what your survey found?
Rosin: When they’re producing those numbers, they’re typically talking about their global platform. This is a survey just of the USA. Furthermore, we’re asking about usage. We’re saying, “Do you currently use Facebook?” Facebook is probably measuring it on, “Do you ever open the app, or do you ever use it on any level?”