Facebook-Begeisterung geht zurück

Der Facebook-Börsengang im letzten Jahr war durch Pannen gekennzeichnet. Nun zeigt eine neue Studie, dass auch die Nutzer von Facebook und anderen sozialen Netzwerken ihre Begeisterung verlieren. Ist die Hype um Social Media bereits am Ende?

Facebook-Begeisterung geht zurück
Facebook-Begeisterung geht zurück

Die Internet-Nutzung und die Nutzung sozialer Netzwerke steigt seit Jahren an. Nun ist aber eine gewisse Marktsättigung zu beobachten. Offenbar haben die aktiven Internet-Nutzer nicht mehr so viel Zeit wie früher und neue Internet-Nutzer sind nicht einfach zu gewinnen. Dies zeigte sich am Börsengang des sozialen Netzwerks Facebook, der nicht zum erhofften Renner wurde. Die Anleger trauern noch immer ihren entgangenen Profiten hinterher.

Trotzdem erschien Social Media, die interaktive Nutzung sozialer Netzwerke im Internet, als rasant wachsend. Ein neues Netzwerk wie Google+ konnte sich etablieren. Doch immer mehr Experten bezweifeln, dass es dort und in anderen sozialen Netzwerken noch die Begeisterung von früher gibt. Viele sind angemeldet, doch nur wenige sind aktiv. Viele ziehen sich auch von Facebook und Co. nach kurzer Zeit zurück, weil sie die oberflächliche Kommunikation nervt.

Dass die Hype um Social Media und Facebook zurückgeht, zeigt auch eine neu amerikanische Studie zur Akzeptanz von Facebook. Fast die Hälfte der repräsentativ befragten Facebook-Nutzer gibt an, dass sie das soziale Netzwerk im vorigen Jahr seltener als früher genutzt haben. Nach Aussagen von einem Viertel der Nutzer hat die Bedeutung sozialer Netzwerke im Internet für sie abgenommen. Die Zahl der Nutzer, die Facebook für zunehmend wichtiger halten, ist kaum halb so groß. Etwa zwei Drittel der Nutzer nehmen vorübergehend oder dauerhaft Urlaub von Facebook. Als Gründe werden die Irrelevanz der Inhalte und die hohe Zeitverschwendung angegeben, die mit Social Media Nutzung zusammenhänge. Facebook hat auch ein Problem bei der Einschätzung der Nutzer hinsichtlich Werbeeinfluss und Datenschutz.

Ist damit die Hype um Social Media schon zu Ende? Das bleibt abzuwarten, außerdem können die sozialen Netzwerke noch Potential wiedergewinnen, wenn sie ihre Angebotsvielfalt verbessern und differenzierte Bewertungsmöglichkeiten zulassen. Stärkere Berücksichtigung der Nutzerwünsche, weniger nervige Werbung und bessere Datenschutzkonzepte könnten die Akzeptanz von Facebook und Co. wieder verbessern.

Bildnachweis: © Franjo – Fotolia.com

68 Antworten auf „Facebook-Begeisterung geht zurück“

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