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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in