Over the past few years, many reports have predicted the imminent decline of Facebook. It's growth days are behind it, it's gotten too big, young people don't use it - those were just some of the arguments brought forward against the world's largest social network.
And yet, Facebook is still here and, if a recent Pew Research report is any indication, the social media behemoth is doing pretty well. According to Pew's findings, 72% of American internet users are on Facebook and penetration rates are even higher among 18- to 29-year-olds and those with a household income above $75,000 per year. What's more impressive though, is the degree of user engagement that Facebook enjoys. 70% of Facebook users in the U.S. log in to the service on a daily basis, 43% do so several times a day. Those are figures that other social networks, all hype notwithstanding, cannot compete with.
In a way, Facebook is like an old favorite sweater: it's been around forever, it's not as sexy as some of your newer clothes but you can't get rid of it and somehow end up wearing it more than anything else.