Report: Incidence of Facebook Use on The Decline
While digital content consumption is up, Facebook’s share is cratering
The amount of time people spend on Facebook is declining, according to a new report from Pivotal Research Group. The firm analyzed data on digital content consumption from Nielsen for August 2018 and found that while digital content consumption is up 15 percent year-over-year generally speaking, Facebook’s particular share is dropping.
According to Pivotal’s research, Facebook—including Messenger and its related companies Instagram and WhatsApp—was down 3 percent, accounting for 14.3 percent of all digital consumption in August 2018, compared with 16.9 percent in August 2017 and 18.5 percent in August 2016.
It’s not that the number of Facebook users was dropping (in fact, they were up 7.2 percent), but average time per person spent browsing the site was down 6.7 percent, for an aggregate decline in usage of 13 percent.
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