Facebook's flow of users has sprung a leak.

Since 2011, about 11 million users have stopped using the social media network, according to digital consultancy group, iStrategy Labs. That number may not seem to be much of anything considering that Facebook has more than a billion users signed up to its platform, but what's significant here is that those 11 million users are young people—the group that Facebook and advertisers want the most. In all, Facebook lost 4,292,080 high-school aged users and 6,948,848 college-aged users in about two years. The biggest threats to Facebook has been the rise of micro-sharing sites such as Instagram and Snapchat, and itself. 

Teens may be turned off by Facebook because of the amount of information that can be shared on the site and its lack of detailed privacy controls, which can leave information exposed. Advertisers want these teens because ads can more likely work on them than adults who have already refined their tastes over years. And Facebook wants teens, well, for the classic reason that it would make them cool

[via Time]