The amount of time users spent on Facebook has fallen nearly 7% from last year, according to new data from research firm Nielsen, which was highlighted in a recent research note by researcher Brian Weiser of Pivotal.
Although users spend more time on Facebook-owned Instagram, it has not compensated for the decline in the use of Facebook’s basic service, according to the report.
“In total, including Facebook, Messenger, Instagram, and WhatsApp, Facebook’s share of digital consumption was 15.2 percent compared to 16.9 percent in the same period last year,” Weizer said in his memo.
He added that Facebook will receive about 23% of the revenues of US digital advertising this year, pointing out that the proportion is much higher than the share of Facebook in time users.
“To the extent that Facebook continues to maintain a share of consumption of about 15 percent, it means that Facebook is making too much revenue,” Weiser said.
The Nielsen data provided additional disturbing details for Facebook. Over the past two years, its share of digital content consumption across all its applications has dwindled from less than 20% to about 15%. By contrast, Google has grown significantly from YouTube From 25% two years ago to nearly 35% today.
Instagram was a bright spot for Facebook in Nielsen’s new data. Consumers’ time of service jumped by 38 percent last year and saw a 15 percent increase in users, while Facebook saw a modest 3.5 percent increase.
But as Weiser points out, because Instagram is much smaller and less mature than Facebook, it can not compensate for all the biggest service losses. “Instagram still grabs the time of consumers who account for about 15 percent of Facebook’s total.”
Nielsen’s data were not the only bad ones for Facebook. A new study of teens by Common Sense Media cited by the Axios news website found that only 15 percent of those aged 13 to 17 said their “social site” was Facebook, From 68% in 2012.
These statistics indicate that consumers are increasingly moving away from the largest social network in the world for their competitors, underscoring the challenges that the company faces in trying to recover from a series of scandals.