This year, Americans will spend more than half of their social networking time on Facebook, according to eMarketer’s latest forecast of time spent with media. Going forward, however, growing competition from other social networks will make it increasingly challenging for Facebook to significantly grow engagement time.
In 2016, US adults will spend an average of 22 minutes a day on Facebook. By comparison, they will spend an average of 43 minutes a day on social networks in general. By 2018, US adults will be spending three more minutes each day on social networks, but just one additional minute on Facebook.