Is Facebook dead to Gen Z?
December 12, 2019 at 12:30 PM EST
Olivia Moore Contributor Share on Twitter Olivia Moore is a venture investor at CRV and co-founded Cardinal Ventures alongside her sister, Justine. More posts by this contributor What VidCon means for the future of social media platforms Justine Moore Contributor Share on Twitter Justine Moore is a venture investor at CRV and co-founded Cardinal Ventures […]
Olivia Moore Contributor Olivia Moore is a venture investor at CRV and co-founded Cardinal Ventures alongside her sister, Justine. More posts by this contributorJustine Moore Contributor Justine Moore is a venture investor at CRV and co-founded Cardinal Ventures alongside her sister, Olivia. More posts by this contributor
The writing is on the wall for Facebook — the platform is losing market share, fast, among young users.
Edison Research’s Infinite Dial study from early 2019 showed that 62% of U.S. 12–34 year-olds are Facebook users, down from 67% in 2018 and 79% in 2017. This decrease is particularly notable as 35–54 and 55+ age group usage has been constant or even increased.
There are many theories behind Facebook’s fall from grace among millennials and Gen Zers — an influx of older users that change the dynamics of the platform, competition from more mobile and visual-friendly platforms like Instagram and Snapchat, and the company’s privacy scandals are just a few.
We surveyed 115 of our Accelerated campus ambassadors to learn more about how they’re using Facebook today. It’s worth noting that this group skews older Gen Z (ages 18–24); we suspect you’d get different results if you surveyed younger teens.
Overall penetration is still high, as 99% of our respondents have Facebook accounts. And most aren’t abandoning the platform entirely — 59% are on Facebook every day, and another 32% are on weekly. Daily Facebook usage is much lower than Instagram, however, which 82% of our respondents use daily and 7% use weekly.
Data from our scouts also confirms that the shift in usage in the last few years is particularly dramatic among younger users. 66% report using Facebook less frequently over the past two years, compared to 11% who use it more frequently (23% say their usage hasn’t changed).
What’s most interesting is what college students are using Facebook for. When we were in high school and college in the early/mid 2010s, our friends used Facebook to post (broadcast) content via their status, photos, and posts on friends’ Walls. Today, very few students use Facebook to “broadcast” content. Only 5% of our respondents say they regularly upload photos to Facebook, 4% post on friends’ Walls, and 3.5% post content to the Newsfeed (statuses). What are they doing instead?