Dr Cole, who addressed a digital marketing forum hosted by Ninemsn in Sydney this morning, predicted the site would be no more successful than MySpace and Bebo at hanging onto the fickle teenage audience.

Dr Cole, who predicted the decline of MySpace at an earlier appearance he made for Ninemsn in Sydney four years ago, said it would take longer for Facebook's dominance to be challenged because of its global scale. The social network, which yesterday announced it would launch an email service, has more than 500 million users worldwide.

"The same thing will happen to Facebook but it's going to take a lot longer," Dr Cole said. "And it's not going to be replaced by one big social networking community but it's going to fragment."

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