Who is Really Using Facebook Now?

FacebookMarketing and advertising are new industries in the business world; as such, companies had to change and adapt the most to stay competitive. Keeping that up for any number of years does not just require being able to think out of the box, but having intimate knowledge of the audience, as well. The surprising thing is that just determining the audience is getting harder.

Facebook’s value fell back in 2013 when the social network admitted that it was seeing a drop in teenage users – the company’s largest and most significant demographic. That kind of admission would have been alarming for almost every other company, but Facebook is still kicking, and even recovered from the stock drop with the help of advertising companies seeing beyond the initial announcement.

Slices of Social Pie

Is Facebook immune to the normal rules that apply to other companies? Not necessarily. Looking at the numbers will reveal that Facebook did not suffer a complete loss when its teenage user rate dropped. This is because even if young people started getting tired of the social network, middle-aged people and senior citizens started picking up the slack.

The latest numbers total Facebook users at a hundred and fifty six million. The largest portion goes to people aged twenty-five to thirty-four, which number at just over thirty two million, or twenty point five percent. The second largest share is with people aged eighteen to twenty-four, at twenty six million or sixteen point seven percent. Nevertheless, analysts see this number dropping by as much as point three percentage points by next year.

The Senior Takeover

The smallest audience, unsurprisingly, are people aged sixty-five and over with just over 10 and a half million users, or six point eight percent. Still, analysts see this number rapidly rising to as much as seven point six percent by next year.

What these numbers prove is that people are not necessarily leaving Facebook; they are just getting older. This is a significant game changer for marketers and advertisers, as most use social media as a significant tool; they need to shift their strategies to suit the people using it.

It might only be a matter of time when social media’s biggest network becomes the online destination for seniors and the middle aged.