研究發現，Facebook的網站流量不斷下滑，而且有可能將訪問量第二的位置拱手讓給YouTube。

競爭信息分析機構SimilarWeb于上周三披露，兩年來Facebook.com的月訪問量已從85億次降至47億次。而YouTube 在7月的訪問量已達到45億次，并且仍在猛增，很快就會超過Facebook.com成為世界上第二大熱門的網站，僅次于谷歌。SimilarWeb的數據顯示，作為全球最大搜索引擎公司，谷歌上個月的訪問量為152億次。

乍看之下，這聽起來像是Facebook的壞消息，況且外界對隱私的關注一直在給Facebook帶來爭議和麻煩，股價持續下跌的陰影也持續籠罩著這家公司。但SimilarWeb指出，Facebook的訪問量減少，更多的是因為它在移動領域取得的成功，而非其他因素。

這家研究機構認為，許多Facebook用戶已經轉向移動app，而不是通過瀏覽器進入這個社交網絡。實際上，作為世界上最大的社交網絡，Facebook app的使用量不斷增長，參與者總數也持續上升。

同時，Facebook的其他平臺，包括Instagram和Messenger，也在繼續成長，而這有助于提高Facebook的整體吸引力。SimilarWeb舉例說，Instagram的安卓用戶目前每天使用該app的平均時間為56分鐘，而去年這個數字為27分鐘。

放眼未來，SimilarWeb的看法是給Facebook估值時絕不能只考慮這家公司本身，而要將其視為整個Facebook生態系統的一部分，其他成員則包括Messenger和Instagram。SimilarWeb指出，Facebook的重點是打造全方位服務，而不僅是它的社交網絡。

另外，SimilarWeb還預測世界上最大的幾家網站將出現范式轉移。除了YouTube躍居第二，月訪問量20億次的亞馬遜也會迅速取代雅虎，坐上第四把交椅。（財富中文網我）

譯者：Charlie

審校：夏林

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Facebook’s web traffic continues to slide and the site is at risk of losing its second-place spot for most-visited websites to YouTube, a new study has found.

In the last two years, Facebook.com traffic has fallen from 8.5 billion visits to 4.7 billion, SimilarWeb revealed on last Wednesday. Meanwhile, YouTube’s traffic, which hit 4.5 billion visits in July, continues to surge and will soon top Facebook to become the second-most-popular website in the world behind Google. The world’s largest search company, Google had 15.2 billion visits last month, according to SimilarWeb data.

At first blush, that would sound like bad news for Facebook, which has been in the midst of controversy and trouble after privacy concerns and a stock price decline continue to affect the company. However, SimilarWeb said that the reason for Facebook’s decline has more to do with mobile success than anything else.

The researcher contends that many of Facebook’s users are turning to mobile apps instead of the browser to access the social network. In fact, Facebook app usage is growing and total engagement on the world’s largest social network is up.

Meanwhile, Facebook’s other platforms, including Instagram and Messenger, continue to grow and help bolster the company’s broader appeal. Instagram’s Android users, for instance, are now in the app 56 minutes each day, according to SimilarWeb. Last year, they were spending 27 minutes on the app.

Looking ahead, SimilarWeb argues that Facebook must be evaluated not on its own but as part of the broader Facebook “ecosystem” that includes Messenger and Instagram. The company, SimilarWeb argues, is focused on building its entire slate of services and not just its social network.

Still, SimilarWeb is predicting a “paradigm shift” in the world’s largest websites. In addition to YouTube capturing the second spot, SimilarWeb believes Amazon and its 2 billion monthly visits are primed to take the fourth spot from Yahoo.