Average time users spend on Facebook has dropped 26% over the past two years, according to a study conducted by Activate published on Tuesday (22). According to the technology consulting company, the social network is going against other major platforms, such as Twitter, Snapchat and Instagram, which have managed to keep traffic stable.
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In 2017, Americans spent an average of 14 hours per month on Facebook, down from 9 hours in 2019. Still, the social network can maintain significant levels of mess because of Messenger. When combined with the messaging app, the me platform has the same indices as 2017.
Time that users spend on Facebook falls by 26%, study reveals Photo: Melissa Cruz / TechTudo
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While the drop in engagement may be attributed to growing suspicion among users of Zuckerberg's company following the Cambridge Analytic scandal, Activate argues that the phenomenon is due to public fragmentation among other social networks. TikTok, a short video and voice acting app, one of the biggest threats to Facebook. The popularization of the app among teens made the average time spent on the platform jump from 37 seconds in 2017 to 10 minutes this year.
Activate technology consulting survey compares user engagement in social networks Photo: Divulgao / Activate
However, Activate CEO Michael Wolf believes Facebook will not be beaten by a single company in the same segment. According to him, several smaller communities would systematically increasingly reduce the time people spend on the social network. Only in the United States, users have an average of 5.8 accounts on different platforms. This number is expected to increase to over 10 social networks by 2023.
Via Activate and Fast Company
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