Facebook faces decline among UK's younger users

Research commissioned by ExpressVPN indicates that Facebook may be losing its hold on younger generations in the United Kingdom, with users in the 18-24 age bracket showing a declining interest in the platform.

The study found that, despite 73% of British individuals aged 18-65 still using Facebook, a trend is emerging among younger age groups towards other social media platforms. A significant 70% of young adults aged 18-24 in the UK, as well as in the US, France, and Germany, have either cut back significantly or somewhat on their activity on Facebook.

This contrasts with 49% of those aged 55-65 reporting the same reduction in interaction.

Several factors contribute to this shift, primarily the competitive landscape of social media.

Half of the younger demographic surveyed claim platforms like TikTok and Instagram are more enticing. Additionally, a noteworthy 41% of individuals aged 45-54 have started using TikTok, surpassing those of the same age who use LinkedIn, which stands at 23%.

The study also highlights detractors that are reducing Facebook's appeal. Issues cited include an abundance of adverts and irrelevant content, as reported by 33% of respondents, the presence of bots and trolls at 27%, privacy concerns at 23%, and the spread of misinformation impacting 22% of users.

The future relevance of Facebook appears uncertain among younger Brits, with only 21% of 18–24-year-olds believing the platform will retain its significance in the coming decade.

A reduction in advertisements and clutter could enhance the appeal of Facebook, according to 47% of global respondents, along with 38% indicating that enhanced privacy and data controls might encourage them to stay.

Lauren Hendry Parsons, Privacy Advocate at ExpressVPN, commented: "Data privacy is paramount in today's digital world. As young adults increasingly prioritize platforms that respect their privacy and provide a safer online environment, it's clear that the future of social media hinges on robust data protection measures."

"There is likely to be far more regulatory focus on Big Tech and social media platforms that fail to live up to expectations regarding users' data and privacy. So, looking ahead to the next twenty years, Facebook's relevance will depend on its ability to adapt to and address these critical concerns."