Marketing

Facebook Is Losing EU Users, Is US Next?

Facebook users in France and Germany are leaving the platform even faster than expected, according to a new eMarketer survey.  This year in France, Facebook will experience its first decline in users, which Germany experienced last year.

Last year, Facebook usage in Germany dropped 1.2% and will fall another 0.9% by the end of 2019 to 25.9 million people. The decline jumps to 9% for Facebook users under 25 and users ages 12 to 17 are decreasing by 19.2%.

In France, 2019 will be the first time that the total number of Facebook users declines, shrinking by 1.3% to 27.6 million. This decline, also driven by younger users, will continue with less than 50% of internet users in France using Facebook in 4-5 years.

“Over time, Facebook has lost its appeal for many young people, especially teens, but also younger adults,” eMarketer principal analyst Karin von Abrams said. “Usage of Facebook is still increasing among older internet users, but younger users can find it a bit stale and are drawn much more to Instagram and Snapchat these days. These platforms typically offer more up-to-the-minute experiences and a more vibrant atmosphere. Snapchat particularly benefitted from the Q2 2019 release of its updated Android app—as well as new visual filters, including a ‘baby face’ lens. These changes boosted engagement quite dramatically.”

Who’s Up?

Germany: Instagram, Snapchat and Twitter

• Instagram will grow by 10.4% this year to 17.7 million users. In 2020, there will be more users under 25 on Instagram than on Facebook.

• Snapchat will grow by 7.5% this year to 10.6 million users.

• Twitter will grow by 4.3% this year to 4.0 million users.

France: Instagram, Snapchat and Twitter

• This year, Instagram’s users in France will grow by 10.7% to 14.9 million.

• Snapchat will have 16.4 million users in 2019, 17.8% higher than last year. The number of

• Twitter will grow by 2.6% in 2019, to 3.9 million users.

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