Looking at the frequency of coverage that Facebook has been getting recently (courtesy of Google Trends), it is increasingly obvious that the hype around the site seems to follow Everett Rogers’ typical S-curve of technology adoption, where the accumulated penetration of an innovation flattens out as the uptake becomes saturated.
After a flurry of news stories alongside a surge in new user accounts, the interest around the site now seems to have reached a plateau.
Chris Williams writes about how “Facebook fatigue” kicks in as people tire of social networks:
When Friends Reunited enjoyed its “phenomenal” growth period people would join, log in maybe a dozen times, catch up with those class mates they wanted to, then forget about it.
On Facebook behaviour seems much the same; join, accumulate dozens of semi-friends, spy on a few exes for a bit, play some Scrabulous, get bored, then get on with your life, occasionally dropping in to respond to a message or see some photos that have been posted.
Similarly, once the novelty of MySpace wears off, most people only stop by to check out bands or watch videos.