Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Facebook can't shake its teen problem, but its user base is getting younger

Teens continue to leave Facebook, and the platform won’t be able to reverse that trend in 2022. But in a surprising twist, the average age of a Facebook user is starting to decrease.

Facebook will lose 1.5 million teen users between 2020 and 2025. Facebook’s decline among consumers ages 12 to 17 will continue, and just 35.3% of internet users in that age group will use the platform in 2022. In 2024, that figure will drop to under one-third.

There will be more Gen Z than baby boomer Facebook users by 2023. Facebook may be losing teen users, but its user base is still getting younger. Next year, there will be 34.7 million US Gen Z Facebook users versus 33.1 million US baby boomer users, and that gap will widen through 2025. Aging is the key driver here: Gen Z is growing up, and as they do, some will join (or rejoin) Facebook. Baby boomers are also growing older and aging out of social media.

Millennials and Gen X are still Facebook’s main users. Together, those two generations will make up more than half of Facebook’s US user base in 2022. Even as Gen Z’s user share rises, it won’t reach that of either Gen X or millennials through at least 2025.

Facebook will add nearly 9 million US users between 2020 and 2025. While it may not seem like much, it’s still good growth given Facebook’s already wide reach among US consumers. It’s also enough to more than make up for Facebook’s losses among teens and keep the platform’s penetration rate among internet users steady through 2025.