Americans will spend more than half of their social networking time on Facebook this year, but growth of user engagement with the platform is set to slow, a new report shows.
Of the 43 minutes a day U.S. adults spend on social media in 2016, 22 minutes will be spent on Facebook, according to eMarketer.
But by 2018, while U.S. adults will spend three more minutes a day on social networks, they will only give an extra minute of their time to Facebook.
Between 2013 and 2018, time spent on social networks as a whole will grow 5.9 percent, while time spent with Facebook will grow 5.3 percent—meaning Facebook lags slightly behind the category in growth in usage time.
"Facebook has…been facing competition from other fast-growing social networks like Snapchat, and cannibalization from its own property, Instagram," eMarketer forecasting analyst Monica Peart, said in the report.