Facebook Marketshare Slows as User Demographics Fragment to Emerging Platforms

Marketers adjust to changing consumer social media habits

By:  SSN Staff

The media landscape is becoming more fragmented than ever thanks to the emergence of new social platforms. Audience engagement is dwindling, and where once there were defined audiences and well-defined consumer behavior, there are now splintered audiences and an increasing number of platforms—all competing for the same individual’s time. 

There are approximately 4.89 billion social media users around the world. By far, Facebook has always maintained the position of the most used social media platform to date with approximately 2.9 billion monthly active users globally as reported by research firm, Datareportal. However, data published in the company’s third quarter 2022 investor earnings report showed that Facebook’s monthly active users dropped slightly over previous months. The total number of people that use Facebook each month decreased by roughly 2 million (-0.07%) in the three months leading up to July 2022.