America loves Facebook-- approximately two-thirds of online adults have a Facebook account, making it the most popular social networking site in the country. But as much as we love sending silly cat gifs to friends, posting photos of gourmet dishes and reconnecting with former high-school crushes, the majority of Facebook users have needed a vacation at one time or another.
The reasons among Facebook vacationers varied, but the majority--21 percent-- say they were too busy or did not have enough time to spend on Facebook. Others cite lack of interest in the website and "just didn't like [Facebook]." While 10 percent say the social media website was becoming a waste of time, 8 percent found they were spending too much time on the site.
Although the majority of Facebook users-- 59 percent-- say the social networking site is just as important to them as it was last year, the same is not true for all. The study found 28 percent of current users value Facebook less than they did a year ago, and 34 percent of users spend less time on the site over the last year.
As the NYT reports, "Facebook's biggest challenge revolves around figuring out how to continue to profit from its rich reservoir of one billion users -- and a large part of that involves keeping them entertained and returning to the site on a regular basis."
For some online users, a short-lived vacation from the time-sucking, social media universe of Facebook was not enough. According to the report, 20 percent of former Facebook users have called it quits for good.