From the article: "Yes, the time spent on Facebook in the quarter declined by 5 percent, but it was by Facebook’s design, executives said, in order to promote a

From the article: "Yes, the time spent on Facebook in the quarter declined by 5 percent, but it was by Facebook’s design, executives said, in order to promote a higher quality experience. Yes, there was a dip in North American user numbers for the first time ever, but only because Facebook is already so dominant in the region.” Can someone explain why a 'higher quality experience' didn't lead to more active monthly users in North America? I would have thought there were people who hadn't checked out Facebook for a few months, but now start using it more regularly.