Facebook has lost millions of users per month in its biggest markets, independent data suggests, as alternative social networks attract the attention of those looking for fresh online playgrounds.

As Facebook prepares to update investors on its performance in the first three months of the year, with analysts forecasting revenues up 36% on last year, studies suggest that its expansion in the US, UK and other major European countries has peaked.

In the last month, the world's largest social network has lost 6m US visitors, a 4% fall, according to analysis firm SocialBakers. In the UK, 1.4m fewer users checked in last month, a fall of 4.5%. The declines are sustained. In the last six months, Facebook has lost nearly 9m monthly visitors in the US and 2m in the UK.

Users are also switching off in Canada, Spain, France, Germany and Japan, where Facebook has some of its biggest followings. A spokeswoman for Facebook declined to comment.

Alternative social networks such as Instagram, the photo sharing site that won 30m users in 18 months before Facebook acquired the business a year ago, have seen surges in popularity with younger age groups so that sort of counters it all and then some.

No big surprise here. Most of us who just want to stay connected with family and friends now find ourselves looking at too many photos, too many updates, too many problems. It's almost gotten down to where some people report their bowel movements. I know I use it less and my list of moderated people I see less and less of is getting longer and longer. It's not that I am tired of Facebook but rather my "friends".