A total of 73 percent of Internet users have visited Facebook within the past month, according to new research from GlobalWebIndex.

GWI also found that 42 percent of the Internet users it polled had actively used Facebook within the past month.

Those figures are down from 76 percent and 53 percent, respectively, in the second quarter of 2013.

GWI said in an email to SocialTimes:

As is often the case in the world of social networking, it’s all a question of definitions. Compare GWI’s data for Facebook visitors vs Facebook active users, and the results are pretty revealing. In fact, taking the last eight quarters as an example shows that visitation rates have been holding largely steady, whereas active usage has been trending downward. Clearly, people aren’t necessarily leaving Facebook, then: They’re just becoming less likely to interact with it in active ways — and hence, are less and less likely to think of themselves as active users, even if they’re still visiting the site.

That’s crucial in relation to Atlas: Given that these visitors are logged in, they can still be served relevant ads accordingly, safeguarding Facebook’s major source of revenue. And if we bear in mind that more than four in five adult internet users outside of China currently have Facebook accounts and hence have handed over basic demographic information about themselves, as well as a degree of behavioral data derived from their usage habits, the potential reach and accuracy of Atlas is impressive.


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