Facebook usage in the US continues its steady decline, survey data says. The latest Infinite Dial report from Edison Research and Triton Digital reveals that 61% of respondents ages 12 and older report using Facebook, down from a peak of 67% in 2017. But while Facebook usage is on the decline, Instagram is rising.
Facebook is of course still the dominant social media brand: it’s used the most often by more than half (52%) of respondents, despite this percentage dropping from 57% from last year.
Instagram and Snapchat are posing a threat to Facebook’s stronghold. As Facebook recedes, Instagram and Snapchat popularity are creeping up. For example, while Instagram was the most used social media brand by just 7% of respondents in 2015, that percentage has more than doubled to 16% this year.
So what is Facebook doing to address this issue? Recent announcements show that the answer goes beyond simply adoption figures, and will look to capitalize on the strengths of each platform as well as its adoption differences across international markets. Read the rest at Marketing Charts.