Chances are you’re spending 24% less time on Facebook
Chances are you’re spending 24% less time on Facebook
03.08.18
It was less than a month ago that I wrote about a trend
that should be very worrying for Facebook. Namely, that users were spending
less time on the platform. According to Nielsen numbers through November of
last year, interpreted by Pivotal, the social network lost about 4% in
aggregated time spent.
Now new numbers have been released that go through
December, and the problem only seems to be getting worse. The updated data
shows that Facebook’s core platform lost 18% in time spent, which is a huge
change from the month before. This, says Pivotal, reflects a 24% decline in
time spent per person.” Instagram, too, saw some poor engagement numbers.
Though aggregated consumption went up, the user base went up at a higher clip,
meaning that time per person went down 9%.
Overall, this shows a mounting problem for Facebook:
People are just engaging less with it. Algorithm changes may have something to
do with it, and Zuckerberg even told shareholders to expect such a change. But
these numbers could also indicate that people are becoming more fatigued by the
platform.
If this trend continues, we may be seeing a shift in the
Facebook-Google duopoly. The question is: Who will take Facebook’s place?
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