Facebook is the biggest social media platform in the world. And because Facebook’s user base is so massive, it’s helpful for marketers to break it down by demographic. We’ve compiled the most comprehensive set of Facebook demographics to help advertisers get a better idea of who, exactly, is on Facebook, including analysis by age, gender, and location.
Facebook is perhaps the largest social media platform ever, reaching nearly 80% of all people on the internet. At the beginning of 2017, Facebook reported that the number of users who visited Facebook every day reached 1.23 billion, a 18% year-over-year increase. Facebook’s monthly active users also experienced a 17% year-over-year increase, reaching over 1.86 billion and is on pace to reach 2 billion in 2018.
If a Facebook user is accessing the platform, it is likely on a mobile device. 93% of Facebook’s active users access its social network through mobile. This translates into 1.15 billion mobile daily active users and 1.74 billion mobile monthly active users as of 2017. Facebook’s growth on mobile is greater than growth on desktop and mobile combined, seeing a 23% year-over-year increase in mobile daily active users and 21% year-over-year increase in mobile monthly active users.
Of its 1.23 billion daily active users, 85.2% are located in the US and Canada. That’s almost 700 million people who use Facebook daily in the U.S. or Canada. In the U.S. alone, 68% of all adults use Facebook, and advertisers should consider this demographic when developing targeted marketing campaigns.
Over 80% of female internet users use Facebook, sightly more than the 75% of male internet users. Facebook’s platform has always seen a slight skew towards female audiences, however, the gap is slowly closing. In 2015, 77% of women who were online were on Facebook, compared to the 66% of males on Facebook. The 11 point gap in 2015 decreased to a 8 point gap in 2016.
Unsurprisingly, millennial adults ages 18-29 have the biggest presence on Facebook. According to Pew Research, 88% of online adults ages 18-29 use Facebook. The age demographic that uses Facebook the second most are 30-49 year olds at 84%. Facebook usage in older generations is particularly interesting and shows high adoption. For instance, nearly three-quarters of online adults 50-64 use Facebook. Moreover, 62% of 65+ online adults uses Facebook, increasing from 48% the year before.
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Facebook is the most popular and most used social media platform, with 76%, 15%, and 7% of users accessing the platform daily, weekly, and monthly, respectively. Of the 76% of Facebook users that go on the platform daily, 55% of them will visit the multiple times a day. The remaining 22% visit only once a day. This means that advertisers have an opportunity to reach the majority of Facebook users throughout the day.
Facebook isn’t just frequented by existing users, either — it acts as a starter social media platform for people new to social media. Eighty-eight percent of people who have a presence on only one social platform are on Facebook. Seasoned social media users will likely have a Facebook account as well. For example, people who use more than one social media platform will be over 90% more likely to also have a Facebook account
Facebook has reported that an average user on the Facebook suite, which includes Facebook, Instagram, and Messenger, will spend a total of 50 minutes each day on the platforms combined. On Facebook alone, the average social media user will spend 35 minutes a day on the platform, second only to YouTube for amount of time spent on a single app. Time spent on Facebook is only expected to increase as people begin to use Facebook as a video search and distribution platform.
Since its separation from the Facebook mobile app, Messenger has grown exponentially. It is the second most popular app off all time, just behind Facebook, with over 1 billion app users. Messenger sees over 22 million GIFs and 17 billion photos every month in people’s exchanges. Aside from SMS and WhatsApp, Messenger is the most dominant form of online messaging, and will likely change the way that the majority of people online communicate with others.
For nearly 7 out of 10 Americans, social media is a source of news. Sixty-six percent of Facebook users will use the app to get news, up from 47% in 2015. That roughly translates into 44% of all U.S. adults. The implications of Facebook’s popularity for news are significant. Information on Facebook is a primary source of new information for almost half of the U.S. and it makes Facebook the number one social media site for news.
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