Piper's teen survey shows declining Facebook engagement
Piper Jaffray analyst Gene Munster says his firm's latest survey of over 10,000 teens shows Facebook engagement is decreasing. Engagement in the Fall survey is 52% versus 60% in Spring. Factoring out shifts in the population surveyed, core Facebook usage likely declined by three basis points, which indicates Facebook is gradually becoming less relevant versus Instagram and Snapchat, Munster tells investors in a research note. He points out, however, that teens indicating they use Instagram increased five points in the Fall 2016 survey, slightly faster than Snapchat's four points. Desire for engagement from brands on Instagram will drive long-term monetization above core Facebook levels, Munster contends, while noting that declining Facebook usage is a negative. The analyst keeps an Overweight rating on the shares with a $185 price target.