Why does it appear that Facebook is losing US users?

For the second month in a row Facebook is losing US users, according to data provided by InsideFacebook.

It’s not 100 percent clear why Facebook appears to be losing US users, because Comscore is showing Facebook still growing. The answer ultimately appears to be mobile.

Those saying that Facebook us losing users are judging this by the amount of ads shown to users. The problem is that Facebook’s mobile products don’t show ads. So if users were to increasingly use mobile products they would be served less ads.

This just goes to show that some of the traditional ways that third parties judge websites don’t work anymore because of the increasing use of mobile, particularly mobile apps.