Facebook sheds millions of users according to independent data

Independent research has shown that Facebook has dropped by millions of users each month in its biggest markets as competition grows between rivalling platforms.

Despite forecasting that quarterly revenue will be up 36% over the year, studies suggest that the social networking giant’s user base has plateaued in the UK, US and other major European countries.

According to analysis firm SocialBakers, Facebook has lost 6 million US visitors in the last month – a -4% decline. The UK saw a similar fall of -4.5%, losing 1.4 million users in March.

Growth in South America and India is strong – up 6% to 70 million and 4% to 64 million, respectively.

However in developed markets, analysts have suggested that Facebook has already hit its peak. In January, analysts at Jeffries bank reported a global peak at 1.05 billion, though this figure declined by 20 million the following month.

“The problem is that, in the US and UK, most people who want to sign up for Facebook have already done it,” said new media specialist Ian Maude at Enders Analysis in an interview with the Guardian.

“There is a boredom factor where people like to try something new. Is Facebook going to go the way of Myspace? The risk is relatively small, but that is not to say it isn’t there.”

Other social networking sites such as Twitter and Instagram are proving to be growing in popularity among younger demographics, as discussed at this year’s Youth, Media & Technology event.

The teen panellists said that they are more reluctant to use Facebook compared with sites such as Twitter because they are more likely to feel ‘judged’ on Facebook by what they say. They also preferred the quick (mobile) immediacy of Twitter.

When asked which social networking site the teens checked on their mobiles first, the majority said Twitter, which they further admitted was a great source for news too.

Between Q2 2012 and Q1 2013, Twitter’s user base has increased by 40% – now the fastest growing social networking platform in the world.

Brett Petersen, director of strategy consulting at Global Web Index accredits mobile as the main factor for the growth, further recognising the opportunity that this brings for brands.

“It is clear that both the social platforms and the marketers that use them to engage consumers will need to adopt a mobile first strategy in future,” said Petersen.

“This brings with it significant opportunities for brands to leverage social, mobile, in-store, TV, outdoor, and print using creative, integrated campaigns and engagement strategies.”