Facebook's Sandberg says teen decline exaggerated

Analysts counter that teens are lured away by Snapchat, Instagram, Twitter

Facebook executive Sheryl Sandberg said rumors that the social media company is falling out of favor with teenagers have been greatly exaggerated.

Despite reports that teens are dumpingFacebook for other sites like Instagram and Snapchat, Sandberg said the social network's teen user base is stable, according to a report in All Things D.

"The vast majority of U.S. teens are on Facebook," Sandberg, the company's chief operating officer, said in the interview. "And the majority of U.S. teens use Facebook almost every day."

Earlier this month, David Ebersman, Facebook's chief financial officer, stirred up a talk when he said, during the company's quarterly earnings call, that the social network is struggling to keep teenagers' attention.

"We did see a decrease in [teenage] daily users [during the quarter], especially younger teens," said Ebersman, who went on to call the network's teen user base "stable."

Mobile ad spending leaps at Facebook
Facebook ad spend up as marketers favour the platform over Twitter
Interview: Facebook's Helen Crossley on data-driven insights

This isn't a new problem , but it appears to be getting worse for Facebook, which originally was launched for college students. Now, Facebook appears to be getting more traction from users with gray hair than those facing mid-term exams.

"I think [Sandberg] is covering," said Zeus Kerravala, an analyst with ZK Research. "I think teens are using Twitter and Instagram more. I have six teens, and I can say from experience they're losing interest [in Facebook]."

Why aren't Kerravala's kids using Facebook more? It's because he's on Facebook, and for teenagers, having Mom and Dad using the same site detracts from any site's cool factor.

"Sure, I think it's because I'm on Facebook," Kerravala said. "I think Facebook is now thought of as an older generation tool. They don't want parents, grandparents, teachers, etc., seeing what they are posting. Teens want a closed community of other teens."

Christian Perry, an analyst with Technology Business Research, said the social networking market is swimming with options, from which teenagers can choose.

Sandberg, according to the report, admitted that's an issue, saying, "One of the challenges we face right now is that we're a decade old. That means that we're not the newest. And often, particularly in our space, newer things are shinier and cooler."

At 10 years old, Facebook is not the new kid on the block. Instead, sites like Facebook-owned Instagram, along with Snapchat and Twitter, are capturing a lot of users' -- especially younger users' -- attention.

"Others are ready to step into a void that might occur when Facebook loses its allure for teens," said Perry. "Then factor in some of the unique mobile-driven social media alternatives, and Facebook is no doubt facing competition out there."

This article, Facebook's Sandberg says teen decline exaggerated, was originally published at Computerworld.com.

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, on Google+ or subscribe to Sharon's RSS feed. Her email address is sgaudin@computerworld.com.

See more by Sharon Gaudin on Computerworld.com.

Read more about social media in Computerworld's Social Media Topic Center.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in