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A January 2017 survey of US Facebook users by media research firm Bridge Ratings found that across generations, people are using Facebook less often than they were in prior years.
Facebook users—who have used the social network for at least one year—are generally becoming somewhat less satisfied with Facebook. Between 2012 and 2017, the number of Facebook users across multiple demographics who said they are not using the platform as much as they used to has climbed.
The biggest change was among 35- to 44-year-olds: In 2012, 25% said they weren’t using Facebook as much as they used to, but that number grew to 41% in 2017.
Among millennials, Facebook use declined at a much slower rate. According to Bridge Ratings, 31% of millennials said they used Facebook less in 2012, compared with 35% who said the same thing this year.
Meanwhile, eMarketer estimates that nearly nine in 10 social network users will access Facebook monthly this year. With more than half of US Facebook users now accessing via mobile-only (53.8%), the platform will maintain its popularity as it increasingly becomes a go-to destination for video content.
Between 2017 and 2021, there will be 12.9 million new Facebook users in the US, with growth ranging from 2.7% to 1.3%. While new functionality like Facebook Live is seeing strong uptake, it's mostly among current users of the platform. Nearly half of new users will be adults ages 65 and older.
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