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Archive for February, 2018

UK: Younger Audiences Moving Off Facebook

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eMarketer has downgraded estimates for Facebook users under 24

February 12, 2018 (London, UK) — Facebook is losing friends among teens and young adults, according to eMarketer’s report on UK digital users, which is set to be released later this month.

In 2018, 2.2 million individuals ages 12 to 17, or 71% of social network users in this age bracket, will be using Facebook regularly—this represents a downgrade of eight percentage points over eMarketer’s earlier forecast. eMarketer also reduced its estimates for Facebook usage among 18- to 24-year-olds by more than five percentage points. In 2018, 83% of social network users aged 18-24 will be Facebook users, this share will drop to 81.5% by 2021.

eMarketer_UK_Social_Network_User_Penetration_by_Platform_2018_235273Overall, the number of total Facebook users in the UK will reach 32.6 million in 2018. While Facebook still stands well ahead of Instagram, Snapchat and Twitter in terms of overall user numbers, the drop among younger age groups suggests that its rivals are taking some of the share.

Leading the charge for younger audiences is Snapchat. In 2018, close to 43% of UK social network users will log onto Snapchat—more than double its penetration rate from three years ago. Snapchat’s popularity with teens and young adults has grown significantly since the platform first launched in 2011. Snapchat has also introduced a range of interactive features that have appealed to teen audiences, in turn driving up the user number. Conversely, that has arguably turned off older audiences who favor Facebook’s less complicated social network experience.

“Facebook’ has a ‘teen’ problem,” said Bill Fisher, eMarketer’s UK senior analyst. “This latest forecast indicates that it’s more than a theory. And whereas it’s been able to rely on platform shifters being hoovered up by Instagram, there are now some early signs that younger social networkers are being swayed by Snapchat. The challenge and opportunity for Snap is how to appeal beyond that core youth demographic.”

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.  eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally.  In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

 

For more information contact:

Sheelagh Doyle, Senior PR Director

+44 (0) 203 510 1595

sdoyle@emarketer.com

Posted on February 16, 2018.    

US: Youth Exodus From Facebook Accelerates

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It will lose 2 million users under 25, but not all are migrating to Instagram

February 12, 2018 (New York, NY) — According to eMarketer’s latest forecast on social network usage*, Facebook is losing younger users at an even faster pace than previously expected. And while the social media platform in the past was able to count on Instagram to retain that younger audience, the forecast shows that Snapchat may now be siphoning more users away. This year, for the first time, less than half of US internet users ages 12 to 17 will use Facebook.

Facebook is still adding monthly users overall, but older age groups are mainly responsible for this. The number of total users in the US will reach 169.5 million this year, growing by just under 1%. Meanwhile, Facebook’s proportion of social network users accessing the platform will continue to decline over the forecast period.

In 2018, US Facebook usage among those younger than 12 will decline 9.3%. Additionally, growth among 12- to 17-year-olds and 18- to 24-year-olds will decrease by 5.6% and 5.8%, respectively. This is the first time eMarketer has predicted a decline in usage among 18- to 24-year-olds and those younger than 12.

Facebook will lose 2 million users under 25 this year, eMarketer estimates.  But not all of those users are migrating to Instagram. For example, we predict that Instagram will add 1.6 million users under 25. Snapchat, meanwhile, will add 1.9 million users in that age group. Snapchat will continue to have more users ages 12 to 24 compared with that of Instagram.

eMarketer_US_Social_Network_Users_by_Platform_2018_235308

However, Instagram overall is still bigger in the US than Snapchat. The number of Instagram users will total 104.7 million users, up 13.1% year over year. Snapchat, meanwhile, will increase 9.3% to 86.5 million users. Facebook will remain the leader in 2018 with 169.5 million users.

“Snapchat could eventually experience more growth in older age groups, since it’s redesigning its platform to be easier to use,” eMarketer principal analyst Debra Aho Williamson said. “The question will be whether younger users will still find Snapchat cool if more of their parents and grandparents are on it. That’s the predicament Facebook is in.”

 

*eMarketer Definition of MAU

eMarketer defines a social network user as someone who accesses their account at least once per month. 

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:

Douglas Clark, PR Director

646-863-8807

dclark@emarketer.com

 

Posted on February 16, 2018.    

More Than 75% of Worldwide Video Viewing is Mobile

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YouTube now watched by almost two-thirds of video viewers worldwide

London, 7 February 2018: In 2018,  2.38 billion people will watch streaming or downloaded video content via any device, according to eMarketer’s first-ever global digital video forecast report.

Since mobile phones are the entry point for internet access in many markets, it is also the primary device for viewing video. eMarketer expects more than three-quarters (78.4%) of digital video viewers to use their mobile phones to watch digitally streamed content.

eMarketer_Mobile_Video_Viewers_and_Penetration_Worldwide_2016-2021_234683

In total, almost a quarter of the global population will watch video over a mobile phone this year—nearly double the penetration registered in 2014.

 

 

 

 

 

 

 

In 2018, 1.58 billion people will watch video on YouTube at least once per month, a 9.2% increase over the prior year.

Close to two-thirds of all digital video viewers worldwide will watch YouTube this year, eMarketer estimates.

eMarketer_YouTube_Viewers_and_Penetration_Worldwide_2016-2021_234682

 

 

 

 

 

 

 

 

“Video’s proliferation on social networks and the growth of over-the-top (OTT) streaming platforms are major drivers of digital video viewing worldwide,” said Oscar Orozco, senior forecasting analyst at eMarketer. “However, an understated driver of video viewing is the use of chat apps. We forecast that close to 55% of internet users will be active on chat apps by the end of 2018. Watching and sharing digital videos is a major feature on chat apps like Facebook Messenger, WhatsApp and WeChat, and for many internet users, it’s their first experience with digital video. We expect this will continue to be a significant driver of mobile video consumption.”

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

 

About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:

Sheelagh Doyle
Senior PR Director, London

+44 (0) 203 510 1595 | sdoyle@emarketer.com

Posted on February 7, 2018.