The latest forecast shows Facebook usage decline will continue to 2021.

 

A new report by eMarketer published this week has revealed daily average consumption times for social media users in the US.

The report, which looks at the average amount of hours/mins spent by each user, sees a continued decline for Facebook, and somewhat of a plateau for Snapchat.

Since 2018, the report shows, Facebook has been receiving 0.38 minutes’ screen time for the average US user.

That’s down 3 minutes since 2017, and is expected to fall further to 0.37 minutes.

A different picture can be seen for Instagram, on the other hand.

Ever since 2016, the average time spent on the media sharing app has increased. Average daily time spent is expected to reach 0.29 minutes in 2021 – up seven minutes from 2016.

Pointing to a loss-of-touch with its active younger audiences, eMarketer’s Debra Aho Williams explains Facebook’s disappointing outlook:

“Facebook’s continued loss of younger adult users, along with its focus on downranking clickbait posts and videos in favor of those that create ‘time well spent,’ resulted in less daily time spent on the platform in 2018 than we had previously expected…Less time spent on Facebook translates into fewer chances for marketers to reach the network’s users.”

eMarketer

Instagram, meanwhile, seems to have captured its audience well with its latest strings of updates.

“Features like Stories, influencer content and video are all contributing to more engagement and a slow but steady uptick in time spent on Instagram.”

eMarketer

As Instagram becomes a more popular creative outlet for younger audiences, features such as IGTV and influencer marketing will only strengthen their position.