This year marked the start of teenagers adopting other social networks instead of Facebook as their parents signed up for Zuckerberg’s site in droves.

In a European Union-funded study on social media, the Department of Anthropology at University College London is running nine simultaneous 15-month ethnographic studies in seven countries to find out how teens were perceiving Facebook.

We read about what U.K. teens think on The Conversation:

What we’ve learned from working with 16-18 year olds in the UK is that Facebook is not just on the slide, it is basically dead and buried. Mostly they feel embarrassed even to be associated with it. Where once parents worried about their children joining Facebook, the children now say it is their family that insists they stay there to post about their lives. Parents have worked out how to use the site and see it as a way for the family to remain connected. In response, the young are moving on to cooler things.

Instead, four new contenders for the crown have emerged: Twitter, Instagram, Snapchat and WhatsApp.