On-page actions, like shares and likes, see a 20% drop across the platform.

New research has shown a significant drop in Facebook usage over the last 12 months.

Ever since the Cambridge Analytica scandal back in April 2018, on-page usage – such as likes and shares – have seen a 20% drop.

Whilst Facebook reported an increase in user activity over the summer, engagement through the autumn and winter of last year continued to drop, with the exception of a period covering the US midterm elections.

Causation or correlation?

It’s luring to discard such connections as coincidence. However, this steady trend of usage decline suggests otherwise. The significant drop in usage has taken place under the backdrop of several data scandals that have damaged the company’s reputation. In September last year, the social media giant suffered from a massive data breach with over 50m profiles affected.

This June, eMarketer similarly noted a drop in usage in the US, where users now spend an average 38 minutes on the app, compared to 41.

On top of that, Facebook has continued to lose younger users, who are spreading their time and attention across other social platforms and digital activities.

eMarketer

With stiff competition coming from the ‘trendier’ apps like Instagram and Snapchat, it’s clear that screen-time of the younger generations are being spent elsewhere.