US Consumers are spending less time on Facebook. In August 2016, roughly 19% of Americans’ online time was dedicated to Facebook properties (including Instagram and WhatsApp), 22% to Google (including YouTube.) 15 months later, Facebook had slipped to 16%, Google had increased to 29%, while many other digital platforms remained constant.

There are a number of factors driving these changes.

• Facebook lost 1.4 million US users between 18-24 years old in the last 12 months.
• The number of 12-17 year old Americans using Facebook decreased almost 10% last year, too.
• Total North American monthly active users declined for the first time since Facebook launched.
• The average American now spends 5% less time on Facebook then they did a few months ago.
• Increases in Instagram and WhatsApp usage are not great enough to make up for Facebook’s loses.

 
Why is this happening? Explanations range from Facebook is no longer cool, to algorithm changes that combat fake news reduced engagement, to people preferring social platforms that do not store their digital history.

Sources: Business Insider 2018, CNN 2018, Recode 2018