Exodus: Brits Abandon Facebook As Usage Plummets
Facebook activity among Britons has crashed by more than one third over the past 12 months, according to the analytics firm Mixpanel, first reported by The Daily Telegraph.
Since June 2018, several months after news of the Cambridge Analytica scandal was revealed, activity on Facebook's mobile app in the UK dropped 38% through June 2019.
User clicks on web links or adverts inside the Facebook app declined in seven of the last 12 months, with an average monthly drop of 2.6%.
The alternative data outlines an entirely different story from Mark Zuckerberg, the chief executive of Facebook, who recently said Europe's monthly active users continued to rise.
Investors have traditionally viewed the total number of users as a reliable metric of the social media company's health, but with millions of fake accounts, many have turned to alternative data that shows a mass exodus of users started in the UK.
Last July, $120 billion was wiped off Facebook's market value after it reported an unexpected drop in European users and shifted guidance about future growth lower.
Zuckerberg said last October that users in the US have plateaued and that future growth for the company would come from emerging markets.
Mixpanel's data, also, estimates how users open web pages or services on Facebook, provided another form of alternative data that serves as a proxy of user activity.
Matti Littunen, a social media expert at Enders Analysis, questioned the alternative data - didn't believe the figures represented an accurate view of Facebook users' activity across the UK, due to his belief that Facebook's usage data showed an uptick. Instead, Mixpanel's data could reflect changes in advertising tactics, he said.
Littunen said if usage does begin to fall - advertising prices will start to rise as firms compete for smaller audiences, leading advertisers to shift ad money elsewhere.
"Facebook has reached a very high level of user saturation in the core markets like the US and the UK, meaning that they have little margin for error before engagement drops from the peak," he said.
"If Facebook usage were to drop by a third, Instagram would have to double in size to make up for it.
"No messaging app has supported a multi-billion dollar advertising business so far, so WhatsApp and Messenger would not be able to make up for a major shortfall."
In a separate report, advertising research firm eMarketer said in May that users had spent an average of three minutes less on Facebook in 2018 than they did in 2017.
"On top of that, Facebook has continued to lose younger users, who are spreading their time and attention across other social platforms and digital activities," eMarketer said.
Another Mixpanel report shows likes, shares, and posts have fallen 20% since April 2018.
The decline in Facebook activity by Brits coincided with privacy and hate speech scandals throughout 2018. In September, the company disclosed that a security breach exposed 50 million accounts - further deterring users from using the social media platform.

Views: 59


You need to be a member of 12160 Social Network to add comments!

Join 12160 Social Network

"Destroying the New World Order"


mobile page

12160 Administrators



Latest Activity

Aaron posted videos
29 seconds ago
Aaron posted blog posts
1 minute ago
Phyllis Maka posted blog posts
7 minutes ago
Old Denmark posted a status
"LIVE: #GlobalRace #LiveStream | #Louisville protest over decision in Breonna Taylor case"
3 hours ago
Chris and Less Prone are now friends
5 hours ago
Freedomrox posted blog posts
6 hours ago
Freedomrox favorited Larry Flinchpaugh's blog post Connection Between the Rockefeller Foundation, Johns Hopkins, and Gates Foundations
6 hours ago
Chris of the family Masters posted a blog post
6 hours ago
Larry Flinchpaugh posted blog posts
9 hours ago
Less Prone favorited Bob Renner's photo
9 hours ago
Old Denmark posted a video

Massive Fire breaks out at Huawei R&D laboratory in Songshan Lake, Dongguan, China

"A research laboratory of telecommunications equipment maker Huawei Technologies in the city of Dongguan, in southern Guangdong province, caught fire on Frid...
11 hours ago
Central Scrutinizer commented on KLC's group MUSICWARS
13 hours ago
Central Scrutinizer commented on KLC's group MUSICWARS
"Dee Snider's Emotional Stripped Down Version of "We're Not Gonna Take It""
13 hours ago
Larry Flinchpaugh's 2 blog posts were featured
14 hours ago
Less Prone favorited Larry Flinchpaugh's blog post Connection Between the Rockefeller Foundation, Johns Hopkins, and Gates Foundations
14 hours ago
Freedomrox's 2 blog posts were featured
14 hours ago
Less Prone favorited Phyllis Maka's blog post This physical world is the woowoo world We souls create in, spiritual reality is our real world
14 hours ago
Chris of the family Masters's blog post was featured

Gary Barnett: Freedom Starts by Not Wearing a Mask

September 22, 2020"As bad as the ruling and political class's totalitarian response to this…See More
14 hours ago
Aaron's 3 blog posts were featured
14 hours ago
Less Prone favorited Aaron's blog post Judge Scalia’s final wish was to not be smothered with a pillow.
14 hours ago

© 2020   Created by truth.   Powered by

Badges  |  Report an Issue  |  Terms of Service

content and site copyright 2007-2019 - all rights reserved. unless otherwise noted