Though it has just posted record quarterly profits, it seems unlikely that Americans are going to increase the time they spend on Facebook proper. Time on its core social network is declining, probably because users are questioning whether it is as enjoyable as it used to be. Adults in America spent 11.5% of their online time on Facebook’s main platform, a fifth less than two years earlier, according to Brian Wieser of Pivotal Research. Instagram use is rising, but not enough to make up for the core social network’s decline. As more people question whether social media are good for them, Facebook could loosen its grip on America. The relationship with Facebook continues, but the love affair is over.
