According to a new report from Edison Research, Facebook has lost around 15 million U.S. users in the past two years. The company’s Infinite Dial 2019 survey, which included 1,500 U.S. citizens aged 12 and above, shows Facebook usage dropping from 67% in 2017 to 61% in 2019.
The biggest decline came from younger users aged 12–34, whose numbers fell from 82 million to 65 million during the same period. Meanwhile, the 55+ age group saw a small increase in activity, showing that older users are becoming more engaged on the platform.
Twitter also saw a slight dip, with usage dropping from 23% to 19%. Overall, the report found that social media growth has stagnated since 2016, with total usage remaining between 77–80% of the surveyed population.
Instagram and WhatsApp Pick Up Momentum
Despite the decline in Facebook’s younger audience, other Meta-owned platforms are seeing growth.
- Instagram usage rose from 34% to 39% between 2017 and 2019.
- WhatsApp is used by 23% of U.S. users aged 12–34, according to Edison’s data.
- Meta plans to integrate Facebook, Instagram, and WhatsApp messaging, allowing cross-platform communication and future ad opportunities.
Industry experts say this shift doesn’t mean users are leaving Meta platforms — they’re just moving to different apps. Steve Weiss, CEO of digital agency MuteSix, explained, “Younger users are shifting to Instagram and Snapchat, while Facebook is gaining more older users.”
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Facebook Advertising: Ad Performance and Revenue Still Rising
Despite user declines, advertisers remain unfazed. Meta reported 1.52 billion daily active users in Q4 2018 — up 9% year-over-year — and ad revenue climbed to $16.6 billion in the same quarter.
- Ad impressions increased by 34%, while the average ad price fell 2%, improving advertiser ROI.
- Instagram Stories ads are driving higher engagement and click-through rates.
Marketers agree that Facebook advertising remains strong. As Ben Heiser of Drum Agency put it, “Social media isn’t dying — it’s evolving. The key is to follow where your audience is most engaged.”
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