Barely one half of Facebook users call themselves active

Ad Week - Facebook may have more than 1.3 billion monthly active users, but how many of them are truly active? According to research from GlobalWebIndex, barely one-half (52 percent) of Facebook users identified themselves as active in late 2014, down from 70 percent in 2012.

GWI said in an email to Social Times:

    There are many reasons behind the increasingly passive usage of Facebook, including the availability of other, newer social networks, the explosion in mobile messaging services and the rise of mobile networking more generally. Broadly speaking, mobile visits to social networks tend to be more frequent but shorter and less interactive than those made via other devices — a major trend considering that almost one-half of Internet users are now mobile networking each month.