According to the latest study from the Pew Research Center, Gen Z teens are abandoning Facebook with only 32% of teens aged 13-17 using the platform.
As opposed to the previous survey from 2014-2015, where 71% of teens were using Facebook- beating out platforms like Instagram and Snapchat- the new survey found that teens just don’t find value in Facebook anymore.
Pew’s new findings are also consistent with Facebook’s own internal reporting, according to documents leaked by whistleblower Frances Haugen. A Facebook researcher found in early 2021 that teenage users on Facebook’s app had declined 13% since 2019 and projected that the figure would continue to plummet 45% over the next two years. Overall, Facebook users have remained somewhat stagnant, but this drop-off in a key demographic is bad news for Facebook’s ads business, which makes up the bulk of its revenue.
“Most young adults perceive Facebook as a place for people in their 40s and 50s,” said the 2021 internal Facebook document. “Young adults perceive content as boring, misleading, and negative.”
This being said, even if teens are tired of Facebook, they haven’t given up on Instagram, another Meta platform. Sixty-two percent of teens use Instagram, up from 52% in the 2014-2015 survey.