News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
61% of Facebook users have taken a break from the network, have you?
Almost two-thirds of American adults have taken a break from using Facebook at some point or another, according to new research from the Pew Research Center's Internet & American Life Project, and more than a third of younger users intend to use it less in the coming year.
I recently attempted to have some Facebook 'time-out', but resorted to making one or two status updates during the day to ensure no-one called the police to report me missing.
However, according to Pew's first investigation into this behavior, I'm not the only one who feels the need to withdraw from the network. Sixty-one percent of current Facebook users have, at one time or another, stepped back from the social network for a period of several weeks or more.
Of that 61%, the most common reason for taking a break is the same as mine - the need to focus on other demands instead of 'wasting' time on the social network (21%) - although an element of the other reasons also applied to me. They include taking a break due to a general lack of interest in the site (10%), uninteresting content (10%), excessive gossip amongst friends or "drama" (9%) or the feeling they are spending too much time on the site (8%).
Pew also asked respondents about their future Facebook usage intentions. Very few intend to spend more time on the social network - just 1% of 18-29 year olds, 4% of 30-49 year olds and 4% of those age 50+.
However, larger numbers intend to use Facebook less in the coming year - 17% of those age 50+ and 26% of 30-49 year olds. While this doesn't necessarily signal the death of Facebook, the number of younger users that intend to use Facebook less is significant, and could signal a change in expectations and use of social networking and media. More than a third (38%) intend to use Facebook less in the coming year and, as Pew suggests, "young adults are the most likely forecasters of decreased engagement".
- What Twitter's roll-out of Periscope ads means for digital brands
- Ad Roundup: Tools to connect shoppers
- Top 3 tips for B2B brands to harness purchasing power
- Channel 4 video-on-demand ads address viewer by name
- IAB: 2016 Internet ad spend breaks records
- Marketers say their role is to collect, not analyze, customer data
- Two-thirds of US, UK consumers worried about how brands use personal data
- Study: Marketers overwhelmed with data
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...