More and more consumers are taking a break from Facebook.
Facebook is everywhere. And consumers use it everywhere. At home, at work, on computers, on cell phones and on tablets. One has constant access to Facebook and can use it anytime, anywhere. But Americans maybe getting a little tired of it.
A study from the Pew Research Center indicates that 27% of Facebook users plan to spend less time on the social network this year. And only 3% plan to spend more time. This is an indication that fatigue may be setting in. And although 67% of adults in America who are online use Facebook, the fact that only 8% of non-users have an interest in joining in the future may indicate Facebook may be plateauing.
The study also found that 61% of Facebook users have taken a break for several weeks or more. However those who take a sabbatical don’t delete their profile indicating they leave the option open to return to the network. And 20% of online adults who currently don’t use the site were former users.
The most common reasons given by those who take a Facebook break are: it’s a waste of time, a lack of interest in the content and unhappy with the amount of drama and gossip on the site.
Facebook now claims over a billion users worldwide with about 170 million in the United States. But in America the rate of growth has slowed, and as this research shows, Facebook burnout is real phenomenon.
For healthcare marketers, Facebook still reaches an enormous audience. It’s a point of contact with consumers that deserve consideration and attention. However, it will be interesting to continue to watch the trends. Facebook will remain a viable option for hospitals for engaging and interacting with consumers. But five years from now, will it be as popular? We’ll watch and see.