Facebook's growing mass appeal is turning off some of its younger users -- the 18- to 24-year-olds for whom the site was originally created. "There's a 'parents turn up at the party, the party's over' kind of thing going on," says Mark Potts, Mindshare's North American managing director for consumer insights. Potts says his company began to notice a shift in younger users a year ago, and a recent study shows that more than half of 18- to 24-year-old users say Facebook is "diluting the quality of relationships."

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