Business analytics firm Mixpanel found that since April 2018, when news of the Cambridge Analytica data breach broke, Facebook activities such as likes, shares and posts have fallen by nearly 20 percent. Meanwhile, market research firm eMarketer also reported that the amount of time people use Facebook is declining.
Facebook users are spending less time on the social platform, and that is leading to a reduction in overall time spent with social media in the U.S.,” the report said. “On top of that, Facebook has continued to lose younger users, who are spreading their time and attention across other social platforms and digital activities.
Of course, the company is still gaining users by the tens of thousands all across the globe, so it’s in no immediate danger. But studies like this illustrate exactly why Facebook is so scared of losing user trust. Each individual privacy scandal that hits the company doesn’t seem to harm it, but the collective impact adds up over time until users finally get fed up.
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