Despite evidence to the contrary—such as 1.28 billion monthly users and a $1.84 billion market valuation as of March 13—online social network Facebook is dying, according to a paper by two Princeton academics published in January. The Princeton study predicts that Facebook will lose 80% of its peak users by 2017. The Princeton results reaffirm an earlier global social media impact study funded by the European Union, which reveals that the key youth demographic so attractive to marketers and so essential to the future of any online platform is abandoning Facebook in droves, according to a 2013 Bloomberg Television report.
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