Article 4WFS0 Is Facebook dead to Gen Z?

Is Facebook dead to Gen Z?

by
Jonathan Shieber
from Crunch Hype on (#4WFS0)
Olivia MooreContributorShare on TwitterOlivia Moore is a venture investor at CRV and co-founded Cardinal Ventures alongside her sister, Justine. More posts by this contributorJustine MooreContributorShare on TwitterJustine 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.

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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.

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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).

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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?

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