Yesterday The Guardian published an article claiming that millions of users are deserting Facebook, but is that actually the case? According to social media analytics experts Socialbakers, there’s simply no case to answer.
Quoting Socialbakers’ own statistics, The Guardian claimed that Facebook has lost nearly 9 million monthly visitors in the US and 2 million in the UK during the past 6-months. However, Socialbakers have responded by emphasising that their stats are not intended for journalists, but rather for Ad estimates for marketers.
Remarkably, this same scenario occurred earlier this year. As Socialbakers CEO Jan Rezab explains:
We previously published a clarification to one of The Guardian’s articles three months ago (read more in Clarification to Guardian on Facebook losing UK users). In this article, I explained the stats in question, revealed the source of the stats, and admonished journalists against jumping to conclusions about them going forward.
Well, The Guardian did not heed the advice, jumping to an even bigger conclusion this time.
One thing that they do agree on is that the number of US and UK Facebook users is unlikely to drastically increase in the future, with numbers already near full penetration. Around 50% of the UK’s entire population is on Facebook and when you consider that roughly 30% of the population is either under 13 or over 65 years-old, there’s not much room left for further growth.