Is usage also declining in the Netherlands?

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Facebook is becoming less popular. The number of active European users is falling and now it turns out that a large part of the adult American users are less present on the platform. They took Facebook breaks of a few weeks or more. As the research institute puts it: ' Americans are changing their relationship with Facebook. '


Pew Research Center conducted a survey among American 18+ Facebook users. The survey was conducted from late May to mid-June 2018: the period after the Cambridge Analytica revelations. At that time, 42 percent of respondents said they had taken a break from Facebook for a few weeks or more. 54 percent had adjusted their privacy settings and 26 percent had even deleted the app from their phone. Proportionally, it was more young people (18-29 years old) than older people who deleted the app.
The research was done in the US and the figures cannot be applied one-on-one to the special lead Dutch market. Moreover, the research was done in a period in which the relations between the public and Facebook were already very tense. But the number of monthly active users in Europe is decreasing ( according to Facebook itself this is due to the introduction of the GDPR ) - which makes it plausible that the use of Facebook is also decreasing in the Netherlands.

What does that mean for your organization? Of course, we already had the changed algorithm , which caused many pages to see a significant drop in reach (except for some outliers like NU.nl ). The fact that people now scroll through their timeline less often as a 'standard' thing could mean that your posts reach even fewer people.