Facebook's Erosion Continues: Loses Share Of Consumer Time Spent With Digital

Even before the #DeleteFacebook campaign took root in the aftermath of the Cambridge Analytica revelations, Facebook’s share of consumer time continued to erode, according to an analysis of Nielsen data published this morning by Pivotal Research Group.

“Our analysis of updated data on digital content consumption from Nielsen for January 2018 shows ongoing growth in digital consumption including substantial growth in share of consumer time for properties associated with Google and continuing erosion in share of consumption time for Facebook,” wrote Pivotal analyst Brian Wieser -- noting that overall digital content consumption was up by around 16% in January.

“Total digital consumption amounted to approximately 31 billion person-hours (or 27 billion excluding YouTube),” he continued, noting that this compares with “approximately 44 billion hours of total video consumption across all devices that occurred during the same period, or around 35 billion of conventional live + time-shifted TV set-based consumption among the same audience.”

Google properties -- including YouTube, Google and Waze -- accounted for 27.4% of all time spent on digital media, similar to its position in December 2017, but a significant gain over its 24.4% share a year earlier.

“Meanwhile, Facebook appears to be going the other direction,” Wieser observed, adding: “Core Facebook lost 5% in aggregated time spent despite a 4% increase in users, reflecting an 8% decline per person.”

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