This year, Americans will spend more than half of their social networking time on Facebook, according to eMarketer’s latest forecast of time spent with media. Going forward, however, growing competition from other social networks will make it increasingly challenging for Facebook to significantly grow engagement time.
In the forecast, eMarketer researched specific online activities of Americans ages 18 and over, who use each medium at least once per month. Average time spent with each includes all time with that medium, regardless of multi-tasking.
In 2016, US adults will spend an average of 22 minutes a day on Facebook. By comparison, they will spend an average of 43 minutes a day on social networks in general. By 2018, US adults will be spending three more minutes each day on social networks, but just one additional minute on Facebook. Between 2013 and 2018, time spent on social networks as a whole will grow 5.9%, while time spent with Facebook will grow 5.3%—meaning Facebook lags slightly behind the category in growth in usage time. Read the rest at eMarketer.