(USA Today) SAN FRANCISCO -- Facebook has seen a massive downturn of teens as older audiences boom on the world's largest social network.
Teenage members in the U.S. have plummeted 25.3% in the past three years, according to marketing firm iStrategyLabs.
"The teenage demographic is leaving," says DJ Saul, chief marketing officer at iStrategyLabs.
The market researcher used Facebook's own self-service advertising tool to report the changes in Facebook's audience since 2011. Facebook's ad tool allows advertisers to target age groups and other categories, offering data on Facebook's audience.
While teens on Facebook in January of 2014 fell to 9.8 million from 13.1 million in January of 2011, according to the data, those 55 years old or older jumped to 28 million in 2014, an 80.4% increase.
The next largest growth segment for Facebook came from those 35 to 54 years old, according to iStrategyLabs, a 41.4% jump from 2011, followed by those 25 to 34 years old, up 32.6%
The social-networking giant has over 1.2 billion users.
CFO David Ebersman on the company's third-quarter earnings call in October warned of a slide within Facebook's teen user base, sending shares tumbling in after-hours trading as Wall Street mulled the meaning for its business.
Facebook in November offered to buy Snapchat, the disappearing photo-messaging service popular with teens, for $3 billion but was declined.
"Today's 13- to 17-year-olds are not adopting Facebook as much as they were in 2011. They are going to Snapchat, Twitter, Instagram and even messaging-based applications," says DJ Saul, chief marketing officer at iStrategyLabs.
Facebook acquired Instagram for $1 billion in 2012 in a bid to capture its young photo-sharing audience.
Facebook spokeswoman Genevieve Grdina declined to comment.
You may also like...
Weird Florida: A look back at some of the strangest stories of the year
Miracle Baby: Tampa toddler has 5-organ transplant
Broke Bad: Contest winner busted in synthetic drug ring
Here kitty, kitty: Lion escapes enclosure at Pasco sanctuary
Fake Cop: Man arrested 3 times for impersonating officer
Animal tragedy: Girl's miniature horse attacked by dogs
#ShortYellows: Florida quietly shortened yellow lights
Kittens shot: Officer shoots kittens in front of children
Popular photo galleries:
Faces of Meth: Devastating before and after photos of meth abusers
Trayvon Martin Shooting: Trayvon Martin crime scene photos and George Zimmerman injury photos
Hooters Winners: Winners of the 2013 Hooters swimsuit pageant
Rejected: Funny Florida license plates rejected by the DMV***warning graphic***
Deadly sinkhole: Home collapses, man dies in giant sinkhole
Florida Sex Offenders: Look up sex offenders in any Florida neighborhood here
Restaurant Inspections: Look up inspection reports for any Florida restaurant here