Facebook (NASDAQ:FB) continues to be the most widely used social network, and more than half of the participants who took part in a recent survey say they're unlikely to abandon it. However, more than one-quarter of participants said they are at least somewhat likely to stop using Facebook.
How Facebook stacks up to competitors
In a report dated Dec. 8, 2014, UBS analysts Eric Sheridan, Vishal Patel and Timothy Chiodo presented data they collected with the UBS Evidence Lab. They found that social media continues to take net share within the broader mix of media consumption. Users who spent more time using social media outnumbered those who spend less time on social media by more than two to one across most social networking platforms.
Of course Facebook remains the most popular social network, while Twitter (NYSE:TWTR) shares second place with Facebook-owned Instagram. The UBS team found that 66% of Facebook's monthly users return to the social network every day. They said 43% of Instagram's monthly users use it every day as well.
Here's a look at how all the major social networks stack up against each other according to usage (all graphs are courtesy UBS):
Advertising on Facebook
The UBS analysts also looked at the effectiveness of ads shown on the various social networks. They report that 15% of Facebook users said they had bought something they saw on the platform within the last month. That makes Facebook 1.2 times as effective as Instagram, 1.6 times as effective as Twitter and 1.8 times as effective as Pinterest.
They added that 32% of Facebook users said they see the social network as being an important source to learn about and discover products. Additionally, 29% of participants reported finding sponsored or promoted content to be useful and relevant to them.
The analysts believe that the gap between Facebook's usefulness and its ad conversion rate will close with time.
Facebook remains sticky
The UBS team also reported on a number of questions they asked specifically about Facebook. For example, they learned that 27% are at least somewhat likely to quite using Facebook. However, 41% disagreed, with 28% saying they consider Facebook to be indispensable. In addition, 65% of those who participated in the survey agreed that it's concerning to have to share personal information.
In terms of teen user engagement, the UBS team found that Facebook is still the most widely used network for teenagers. They learned that Instagram is in second place, which is important for Facebook because it secures the teen demographic for itself because it owns Instagram.
Here's a look at how each social network stacks up against each other in terms of age group: