Facebook and Snapchat US Time Spend Forecasts Lowered by eMarketer – The Buyer’s Journey 64

eMarketer is lowering US Time Spend forecasts for Facebook and Snapchat while Instagram’s time spend will rise. We discuss in today’s show.

Facebook US Time Spend Forecasts Lowered

A new report by eMarketer lowers their US Time Spend forecasts for this year. In 2018, Facebook’s average daily time spent on platform by adult users fell by 3%.  According to the report, in 2019 US adult Facebook users will spend an average of 38 minutes per day on the platform (on all devices). That’s down 2 minutes from eMarketer’s previous forecast. In addition, eMarketer expects average daily time will drop to 37 minutes in 2020.

“Facebook’s continued loss of younger adult users, along with its focus on downranking clickbait posts and videos in favor of those that create ‘time well spent,’ resulted in less daily time spent on the platform in 2018 than we had previously expected,” eMarketer principal analyst Debra Aho Williamson said. “Less time spent on Facebook translates into fewer chances for marketers to reach the network’s users.”

Snapchat and Instagram

Emarketer points out that engagement in Snapchat is plateauing. An earlier eMarketer projection showed growth in time spent among users. However, time spent fell slightly last year, instead. Emarketer believes this is in part due to competition with Instagram and fallout from Snapchat’s failed redesign. eMarkter expects time spent among Snapchat’s adult users to remain at 26 minutes per day through 2021. Previously, the forecast estimated 28 minutes per day in 2019.

Instagram, however, is experiencing growth. Emarketer forecasts that the average daily time on the platform will reach 27 minutes this year among US adult users. Furthermore, time spent on the app will increase by 1 minute every year through 2021.

“Features like Stories, influencer content and video are all contributing to more engagement and a slow but steady uptick in time spent on Instagram,” Williamson said.

Check out our next episode where we’ll discuss a news article covering the Awareness stage of The Buyer’s Journey.

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