Facebook has launched its IPO and has raised billions. It is now worth more than Disney, Ford, or Kraft Foods-heavy weight brands with solid real-world products. It has now emerged as one of the world’s biggest tech companies. Its 900 million user base continues to grow. Despite these positive indicators, there is one key reality the social networking platform needs to confront in order to ensure future stability-millions of other people don’t want to go on Facebook. Ever. These holdouts insist that they don’t need Facebook.
Some consider it a distraction. Others say they don’t need Facebook to know what friends of friends are doing. Others don’t use Facebook because they don’t have Internet access or a computer. Others turn their back on the social network due to privacy concerns. There are large demographic blocks that Facebook hasn’t reached in substantial numbers. For example, 75 percent of senior citizens do not use Facebook. Facebook’s adoption rate is segmented along educational lines-people with lower incomes or have less educational attainment don’t use Facebook. Women who don’t use Facebook tend to be more concerned with privacy issues. Those within the age bracket of 50-64 years old who aren’t on Facebook cite computer usage issues.
Many Facebook resisters consider the social network as too much of an opportunity cost. Being on facebook means you are not doing something else. While some claim to be multitasking, they usually just fragment their attention. Besides resisters and Facebook quitters, there are also those who stop temporarily and restart again. These individuals usually stop at certain times of their lives-for example those starting new jobs or looking for jobs stop so potential employers may not see incriminating photos.
Regardless, Facebook still has a lot to grow outside of the US, it is fast expanding in emerging economies and adoption rates remaining quite encouraging in these locations. Depending on who you ask and where you look, the future still looks bright to Facebook.