While teens are bailing on Facebook for other social network waters such as Tumblr, WhatsApp, Instagram, Twitter, and Snapchat, it looks as though older users are joining Facebook in droves.
According to marketing firm iStrategyLabs; teen membership on Facebook dropped by roughly 25% over a period of the three years. “The teenage demographic is leaving,” said DJ Saul, iStrategyLabs’ chief marketing officer.
The firm came across these findings by using Facebook’s advertising tool which allows advertisers to target their ads at specific age groups and demographics. As expected, the service offers a great deal of data on the joining and departure trends of Facebook users.
The teen demographic on Facebook dropped from 13.1 million to 9.8 in January between January 2011 and January 2014. In that same time period users 55 years and up spiked to 28 million, marking an 80% spike.
Looking at the next portions in demographic growth, membership in users 35-54 years old jumped by 41% and 25-34 years old went up by almost 33%
During Facebook’s earnings call in October, CFO David Ebersman warned that the teen demographic was dipping and affecting shares. The following month Facebook actually attempted to buy Snapchat for $3 billion. Snapchat is one of the networks teens have jumped to.
While teens leaving Facebook can seen more as wanting freedom from parents and not needing the close networking structure the social network offers at this stage in life, older users seem to benefit greatly from that same structure both professionally and personally.