More than half of the U.S. population is expected to be on Facebook in 2016. In its latest social network usage forecast, eMarketer predicts that 50.3 percent of Americans will be on Facebook at least once a month in 2016, up from 49.3 percent in 2015. The digital marketing research firm expects Facebook to remain the most popular social network through at least 2020, the end of its forecast period.
“Facebook remains the king of social networks, and the usage increases are coming primarily from people who are Generation X and older,” says eMarketer Principal Analyst Debra Aho Williamson. “Plenty of teens and young adults still use Facebook, but growth is slowing in these groups.”
In 2016, 169.2 million U.S. internet users are expected to log onto Facebook at least once a month. Instagram, owned by Facebook, will come second, with 89.4 million users or 27.6 percent of the population. Twitter holds third place, with 56.8 million users or 17.5 percent of the U.S. Facebook’s popularity will allow it to capture most U.S. social network ad spending. In 2016, 73.4 percent ($9.86 billion) of social networking ad spending will go to Facebook, while Twitter will receive 13.8 percent ($1.86 billion).
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