Commexis Cast Daily – Mar. 15, 2018: eMarketer’s Social Forecast Shows Platform Shifts

Today’s Commexis Cast discusses eMarketer’s latest social forecast showing some platform shift in users ages 25 and younger. The shifts, both up and down, are hitting Facebook, Instagram, and Snapchat with Twitter not mentioned in the report.


eMarketer predicts that “Facebook users will rise 0.9% to 169.5 million in 2018, driven by adoption among older age groups. However, there will be declines between 5.6% and 9.3% among users under 25, for a loss of 2.1 million.” Phillip and Matt suggest that the decline in younger users could be attributed to a couple of key factors: weariness in seeing political opinions from relatives and acquaintances, the continued and increased use of the platform by the younger generations parents, and a preference of other platforms that allow users to be more “candid”.


Snapchat, on the other hand, is going to see increases in younger users. By the end of 2018 eMarketer predicts that, “68.0% of internet users ages 12 to 17 will use the platform. Penetration in this age group will outstrip that of Facebook and Instagram (47.2% and 43.6%, respectively).” We’ve talked numerous times in the past about how effective Snapchat is for reaching this younger audience, but also how uncertain it can be using the platform without the analytics marketers want to back it up. Snap has made great strides in bridging the gap in this regard, but unless your target audience aligns well with Snapchat’s, it’s still unclear if Snap is a route you should be going down.


Finally, Instagram is expected to see an increase of 13.1% to it’s user base which comes to 104.7 million users according to eMarketer. eMarketer suggests this is likely due to older users coming to the platform to interact with younger family members.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

Join the Commexis team as we add context to these stories for the busy CMO. All the news you need to know–from our inbox to yours.

Tune in to more of the Commexis Cast Daily by checking out our YouTube and Soundcloud.

Join the Commexis mailing list