— making those businesses especially reliant on the platform as their normal storefronts remain closed. Users have also flocked to the platform to stay connected: While we originally estimated US users' time spent on the platform would decline this year, as of April we it will now grow by 4.3%.
Despite the criticism it's faced, Facebook's sheer ubiquity and reach has made it difficult for users and advertisers alike to stop using the platform altogether, a dynamic that's especially unlikely to change now amid its heightened usage.Join other Insider Intelligence clients who receive this Briefing, along with other Media, Advertising, & Marketing forecasts, briefings, charts, and research reports to their inboxes each day.
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