US adults spent less time on Facebook in 2017

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US adults shifted their attention away from Facebook in 2017, according to Pivotal Research analysis of Nielsen data per Business Insider. The amount of time adults spent on Facebook declined 4% year-over-year (YoY) in November 2017.

Instagram, Messenger, and WhatsApp saw increases in users and time spent last year, which may have played a role Facebook's drop in usage in November 2017. However, less time spent on the platform doesn't necessarily bode ill for Facebook's ad revenue, as the company can raise its ad prices to offset losses associated with fewer overall ad views, especially as inventory in the News Feed becomes more scarce.

Meanwhile, time spent by US adults on Google platforms in November 2017 reached 28.6%, up 5 percentage points YoY. YouTube drove much of this growth, as time spent on the video platform grew almost 30% per month in 2017, likely as a result of increased viewership of YouTube on smart and regular TVs — users view over 100 million hours of watch time on living room devices daily, for example.

Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has put together a report on social media demographics that highlights the key audience demographics for six major social platforms: Facebook, Instagram, Snapchat, Twitter, LinkedIn, and Pinterest. It also:

• Breaks down the reach of social platform audiences in terms of age, income, education, and gender.
• Examines how time spent and monthly users across major age brackets have changed in the past three years.
• Explores the preferences of US teens and young millennials, and how they're changing.
• Identifies the most important demographic changes that advertisers should monitor as social platforms continue to grow.

- Kevin Tran

Fonte:http://www.businessinsider.com/us-adults-spent-less-time-on-facebook-in-2017-2018-2?IR=T&utm_source=Triggermail&utm_medium=email&utm_campaign=BII%20Daily%202018.2.22&utm_term=BI%20Intelligence%20Daily%20-%20Engaged%2C%20Active%2C%20Passive%2C%20Disengaged

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