Facebook users are spending less and less time on the social network, while Instagram grows to continues to grow at a steady rate, according to a new report.
A report published by eMarketer on Thursday revealed the amount of time Facebook users in the U.S. spent on the social network declined from 41 minutes a day in 2017 to 38 minutes in 2018. A further decline in its usage is further anticipated in the coming years.
The rise in online gaming is a big reason for the drop. Many younger users prefer gaming with friends instead of spending time on Facebook.
eMarketer’s findings for Facebook shouldn’t come as a total surprise, given changes to Facebook’s News Feed to demote “borderline content,” or content that comes close to violating the social network’s policies regarding misinformation, hate speech, and clickbait. According to data published by the Pew Research Center in September 2018, 42% of 4,594 users surveyed took a break last year following the Cambridge Analytica scandal for several weeks or more, adjusted their privacy settings, or deleted the Facebook app from their phones.
Meanwhile, the digital marketing firm expects Instagram to see slow but steady daily active growth for U.S. users. It has already increased from 25 minutes in 2017 to 26 minutes in 2018, eMarketer notes. eMarketer expects U.S. users to spend a total of 29 minutes a day on the platform by 2021, driven by the popularity of Instagram stories and content from influences.