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Meta's Facebook Attracts Record Number of Young Adults in Three Years
Facebook, owned by Meta, is gaining popularity among young adults, with over 40 million daily users aged 18 to 29 in the United States and Canada. Meta's strategic efforts have led to "five quarters of healthy app usage growth" among young adults. Tom Alison, Meta's Facebook chief, underlines the importance of the platform evolving and remaining relevant for the future generation.
This development comes as Meta seeks to shed its reputation as a platform predominantly frequented by the elder generation. The social media company revealed that more than 40 million persons aged 18 to 29 in the United States and Canada now use Facebook on a regular basis, giving the platform a huge boost. This release of demographic information marks a first for Facebook, which recently celebrated its 20th anniversary.
The tremendous increase in young adult users underscores Meta's strategic efforts over the last few years to reclaim the attention of this group, which has become increasingly lured to the short video app TikTok, which is controlled by China's ByteDance. A Meta representative emphasised "five quarters of healthy app usage growth" among young adults, highlighting the success of their programmes.
During an event in New York showcasing how young people interact with the app, Tom Alison, Meta's Facebook head, highlighted the necessity for the platform to evolve and be relevant for the future generation. Alison asked, "Who is Facebook for?" "Is it for my parents?" He noted the concerns voiced by young adults and highlighted the platform's commitment to evolve and meet their requirements.
In an interview with Reuters, Alison highlighted that young users are initially driven to Facebook for specific aspects such as Marketplace, Groups, and Dating, especially during key life events such as furnishing their first apartments. Although these areas do not contain adverts, their use increases overall engagement on the platform. Alison also mentioned that once young users are on Facebook, they look into other services such as the Feed and Reels, Meta's TikTok-like short video product.
Facebook, which began in a Harvard University dorm room in 2004, soon gained popularity on American college campuses and became the preferred tool for mass communication among internet users. Within its first three years, the app attracted 50 million users, and it now has 3.2 billion users worldwide.
However, over time, Facebook's popularity waned among young users, who play an important role in driving consumer trends and are in great demand among marketers. According to a Pew Research Centre survey, just roughly one-third of US teenagers reported using Facebook, a considerable decrease from previous years. In contrast, Pew reports that the overall percentage of U.S. adults who use Facebook has been relatively consistent at about 68% since 2016.
Facebook, owned by Meta, is experiencing a surge in popularity among young adults, attracting over 40 million daily users aged 18 to 29 in the U.S. and Canada.
Meta's strategic efforts have resulted in "five quarters of healthy app usage growth" among young adults.
Tom Alison, Meta's head of Facebook, emphasises the need for the platform to evolve and remain relevant for the next generation.
Source: REUTERS