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London, England – Financial and mobile issues might prove the least of Mark Zuckerberg’s problems claims a report out this week from top ten award winning independent market research agency Conquest into the social media habits of 14-24 year olds. It reveals that Facebook’s core audience- teenagers-are starting to fall out of love with the website and that activity may have peaked amid a mounting groundswell of dissatisfaction and concerns over privacy and bullying.
While Facebook’s pre-eminence is assured in the short term, “Fuicide” (the attempted or successful deletion of the account) is on the rise as are complaints about the damaging impact of regular and prolonged Facebook use. Grievances triggered by Facebook’s culture include obsession with appearance and acceptance of sexually provocative behaviour; increased negative self-esteem, vulnerability to bullying, depression caused by jealousy and comparing one’s life to peers and inability to project one’s true self. Conquest used its avatar driven methodology Metaphorix to capture respondent’s authentic feelings about social media.
The Evidence :
New and different sites (like Pinterest and fashism ) have experienced phenomenal growth in 2012 while Myspace has remained a stalwart for those musically minded, challenging Facebook’s monolithic status. Commented David Penn MD of Conquest and inventor of the Metaphorix methodology: “Could the future of social media be more niche networks catering for particular interests- those which users select in order to feel more comfortable, more inspired and ultimately more themselves?”
Conquest canvassed 300 regular Facebook users aged between 14 and 24 years old, equally balanced by gender and nationally representative on region.
Image Courtesy of Vincos