Facebook will see a decline among teenagers in the U.S. this year, says market research firm eMarketer.
EMarketer predicts 14.5 million people ages 12 to 17 will use Facebook in 2017, a decline of 3.4% from the previous year, as they migrate to Snap’s Snapchat and Facebook’s Instagram.
Monthly Facebook usage among those under 12 and ages 18 to 24 will grow more slowly than previously forecast, too, according to eMarketer.
The forecast suggests young people are turning away from the world’s most populous social network, which reached 2 billion users this year.
It’s a grown-up problem for Facebook which needs young users to develop the habit of checking Facebook so it can show them ads well into adulthood.
EMarketer forecasting analyst Oscar Orozco says teens and tweens, seem less engaged on Facebook, logging in less frequently and spending less time there. Instead, he says, they are migrating to Snapchat and Instagram.
What’s more: There are now “Facebook nevers,” children becoming tweens who are skipping Facebook altogether.
Snapchat usage is expected to increase this year, with the U.S. user base to grow 5.8% to 79.2 million monthly. EMarketer increased growth projections for all age groups except the oldest, with the biggest jump in young adults, ages 18 to 24 increasing nearly 20%.
Similarly, monthly Instagram usage in the U.S. will grow 23.8% in 2017 to 85.5 million. Within that figure, Instagram will expand its user base among those under 12 years old by 19% and those ages 12 to 17 by 8.8%.
Facebook declined to comment.
“Both platforms have found success with this demographic since they are more aligned with how they communicate – using visual content,” Orozco said in an eMarketer blog post.
According to eMarketer, this marks the first time eMarketer has ever predicted a decline in Facebook usage for any age group.