Like a dance with too many chaperones, Facebook is losing its cool factor with teenagers, who are turning elsewhere to get their social fix.
Where they go, advertisers will follow. Tumblr now outpaces Facebook in teen use – 61 to 55 percent, according to this infographic from Right Mix Marketing.
It poses an uphill battle for Facebook, where active users in the U.S. have fallen more than 7 percent in six months. Meanwhile the average Facebook user’s age has climbed from 38 to 41 years since 2010.
The older Facebook users? Parents, many of them. And surveys reveal nearly three-quarters of parents peek at their child’s Facebook page multiple times a week. In response, one third of teens say they’re embarrassed by parents’ comments, and 30 percent would unfriend their folks.
Itching for privacy, teens are turning to their cell phones and apps like Twitter, Instagram and Snapchat. The number of teens toting smartphones has spiked 61 percent since 2011, giving them access to a host of other shiny social apps that mom and dad haven’t heard of yet. Teens are also much more likely to surf the mobile web – 1 in 4 teens versus 1 in 7 adults. The trend of teens going mobile is only expected to rise, signaling that this age group will continue to be highly influential over the mobile space.