"In a given week, approximately 5.9 million people leave Facebook [because they spent too much time on it, or planned to return from a temporary leave]"

"Have we made people addicted to Facebook?" "The flow is fairly aggressive as we try to stop people from leaving Facebook. We list some of your friends to remind you that they will no longer be able to contact you through the site and more importantly, we require the user to choose a reason for why they're leaving. For my analysis this summer, we focused on two specific categories: people who said they spent too much time on Facebook and those who selected that their leave was temporary and that they planned to return (since many of these people listed similar reasons for deactivating their accounts). This subset provided a good signal for people who could be addicted, who ultimately leave Facebook as a solution. In a given week, approximately 5.9 million people leave Facebook for just these two reasons alone so clearly we have work to do here if we want to improve the Facebook experience so they do not feel compelled to deactivate their accounts." "At a minimum threshold of 1%, that would be ~15k people we could call addicted, but if we loosen the threshold to 0.2%, that's nearly 200k people." "we can be very aggressive with our notifications to create a habit."