Is Facebook Getting Uncool for 18-24s?

Adweek: Is Facebook Getting Uncool for 18-24s?

In its early days, social-networking site Facebook was propelled to popularity by a college-age crowd that sought it out as an exclusive sanctuary in which to connect with their peers. For that market, it was an attractive alternative to sites deemed to have lost their cool — like MySpace, which had become a haven for pre-teens and high schoolers.

Now, it seems, Facebook might be suffering a similar migration. According to comScore, as it has gained a broader audience, the older teens and twentysomethings that drove Facebook's initial popularity are using it less. And research by WPP Group's Mindshare suggests that group is reevaluating the site's worth as a tool for developing friendships. Others believe Facebook's cool factor among younger users is waning. "When you start getting friended by your grandmother, I think that's when it starts to lose its cool," said Huw Griffiths, evp and global director of marketing accountability and research at Interpublic Group's Universal McCann.

The numbers have fueled a debate among agencies about the implications for marketers. For some, it has raised a warning flag that if the trend continues, clients may have to revise their social-network marketing strategies. Others believe Facebook's broader growth outweighs any declining usage by the college-age crowd. And still others aren't convinced that younger users on the whole are less enthralled with Facebook, and believe some may be accessing the site via mobile devices that don't show up in the comScore numbers. …