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I think on a personal level we all know we use Facebook less and less over time and are generally bored with the experience. According to NielsenWire the average amount of time spent on Facebook per user has gone down every month this year - dropping from 7 hours 25 minutes in January to 6 hours 20 minutes per month until they abruptly stopped making that data available.
Feb. 11: -10.8%
Mar. 11: -0.1%
Apr. 11: -3.0%
May 11: -0.8%
This has caused Facebook executives to be in a "virtual panic" in advance of their public offering.
Now there is more data from the GlobalWebIndex "Wave 5 Trends" report that shows:
"Social network usage growth has all but stopped among 16- to 24-year-olds in the US, and in a few countries usage within this already-saturated group is actually declining. Among those who remain on Facebook there were declines in participation in activities like messaging with friends, sending digital gifts, installing applications and joining groups between July 2009 and June 2011. The activities on the wane are decreasing faster in the US than worldwide, and are often decreasing even further among college-educated US users under the age of 30."Facebook is certainly not going away but it's potential as an organic, social media demand driver is on the wane. It does provide the ability for hyper targeting by location and demographic data so may still provide a positive ROI for display advertising but overall this is bad news for Facebook and the social media gurus out there.