Facebook remains an effective tool for advertising thanks to its consistently high active user count. Learn more about Facebook statistics here.
No matter what age, nationality, or demographic one belongs to, many people will find themselves on the social media landscape. And in that landscape, Facebook continues to stay on top of the game.
Facebook has shaped how billions of individuals and businesses connect, share, and interact online. This social networking service has come a long way from its humble beginnings in 2004.
Today, Facebook dominates the globe with over 3.065 billion monthly active users and counting. With that said, staying on top of the latest key Facebook statistics is crucial for anyone looking to harness its potential.
This selection of curated data will help marketers and businesses better understand the platform that continues to redefine the digital age- whether for personal use, marketing, or business growth.
Facebook has become an integral part of daily life for billions of users. Plus, people access Facebook for many reasons. It influences how we communicate, consume information, shop, and do business.
Let’s dive into some Facebook usage statistics and understand the immensity of the platform’s reach and impact.
As of Q4 of 2023, the number of Facebook monthly active users has reached an astounding 3.065 billion. This statistic is a 3.4% increase from 2022’s year-end of 2.96 billion monthly active users.
These Facebook stats indicate that about 68.6% of all Facebook users log in to the platform for a few minutes each day to connect with friends, keep up with the news, and engage with content.
Facebook has cemented its status as the first social network to surpass one billion registered accounts worldwide.
As the core platform of Meta Platforms, which also owns Instagram, Facebook Messenger, and WhatsApp, Facebook is also the most used social media platform.
The sheer size of Facebook’s user base is staggering! The 3.065 billion Facebook monthly active users encompass a diverse demographic that spans all age groups, regions, and interests.
Plus, this number is still seeing an upward trend.
In the United States alone, Facebook’s penetration rate was 72.13% in 2023, a slight increase from 71.43% in 2022. Facebook’s audience reach is projected to reach 75.79% by 2027.
Contributing to this number is the fact that TikTok is available in over 160 countries.
Since its inception in 2004, Facebook has continued to adapt to changing user preferences and technological advancements.
In 2020, Facebook’s monthly user growth rate was highest at 8.7%. This was mainly due to the coronavirus (COVID-19) outbreak when internet users resorted to social media to stay connected.
As of January 2024, Facebook’s year-on-year audience growth was 3.1%. This number is notably lower than Instagram’s 25%, Pinterest’s 23%, and LinkedIn’s 13.9% year-on-year audience growth.
However, because of its ability to stay relevant, Facebook’s growth remains robust despite the emergence of new social media players.
Facebook’s influence also extends across the globe. As of May 2022, the United States carries the highest active Facebook usage rate with 82.3%.
Globally, the platform has about a 40% penetration rate, with Africa having the lowest Facebook adoption and penetration rate at only 20.83%.
The social media platform caters to various local preferences impacting cultural, social, and economic activities in diverse regions.
In fact, Facebook is the third most popular app among Android users in the United States, next to Google Chrome and Google in first and second place, respectively.
As seen in Facebook usage statistics, it’s evident that Facebook’s largest user bases are normally found in countries with larger populations and high internet penetration rates.
Contrary to popular belief, the United States does not carry the title of the largest Facebook monthly active users in the world.
That would go to India, with a total of 366.85 million Facebook users. Taking its total population of 1.439 billion into account, that means 25.29% of India’s total population is actively using Facebook.
Here is the list of the top countries by Facebook users in 2024:
1. India – 378.05 million
2. United States – 193.8 million
3. Indonesia – 119.05 million
4. Brazil – 112.55 million
5. Mexico – 92.7 million
6. Philippines – 87.7 million
At the end of 2023, a global survey found that 49% of people are on social media to keep in touch with family and friends.
In contrast, 38% of Facebook’s monthly active users view Facebook content to fill their spare time, and 34.3% use it to read news stories.
Furthermore, 1 in 5 Facebook users go on social media platforms to follow celebrities and influencers.
In 2023, the average Facebook user in the United States spent 30.9 minutes daily or 15.45 hours monthly on the platform.
Although this is lower than how much time an average user spends on competing platforms like TikTok (53.8 minutes) or YouTube (48.7 minutes) daily, it remains a good number.
Facebook’s features include but are not limited to status updates, photo sharing, joining groups, selling on the marketplace, and participating in events. These have become integral to our daily lives.
Let’s check out the following social media statistics that have defined our online behavior and digital culture.
Facebook has evolved beyond a social networking service.
For many users, Facebook has become a primary source of news and information. 31% of internet users say they get regular global and local news updates through Facebook, outpacing all social media websites.
A 2018 study showed that social media is the least trusted news source in the world, yet a large number of people still use social media as a news source.
The following sections will discuss different Facebook demographics like age, gender, and socioeconomic status, while highlighting its unique characteristics and behaviors.
Active Facebook users fall under a wide range of age groups, from teenagers to seniors.
This staggeringly popular social media website continues to appeal to users of different age brackets.
Another important segment to understand in Facebook demographics is gender. Generally, the number of active internet users on Facebook is fairly balanced between genders.
When it comes to the average Facebook page posts, approximately 56.8% are male, and 43.2% are female.
Among the 56.8% of men, 18.4% are between the ages of 25 and 34 or the Millennial Facebook audience.
Given this relatively even distribution in gender, it is safe to assume that Facebook is a versatile platform. The social media giant caters to the interests and activities of both male and female users.
Men and women engage on Facebook differently. Women tend to engage more with content by liking, sharing, and commenting.
An April 2024 survey also noted that 54.6% of Facebook Messenger users in the United States are women, suggesting that women tend to chat more.
On the other hand, men are more likely to follow pages and groups related to news, sports, and technology.
The platform also attracts active Facebook users from various income and education levels, indicating broad socioeconomic appeal.
As of February 2021, adults in the United States using Facebook who have attained a college degree were 73%. Given that the platform had college students as its members in its early years, this number is not surprising.
71% mention they belong to some college, while 54% attended high school or less.
Facebook’s ability to connect people regardless of income and education levels makes it a powerful tool for fostering inclusive communication and community building.
Active Facebook users with higher income and education are more likely to use Facebook for professional purposes like networking, business development and news consumption.
On the other hand, Facebook users with lower income and education levels often engage more with entertainment and social content.
Engagement is one of the key Facebook usage statistics individuals and businesses need to understand.
Facebook isn’t simply about posting content online; interaction also plays a large role in the platform’s reach and enduring presence. Understanding how users engage with Facebook across different devices can provide crucial insights into their behavior and preferences.
How many users are on their smartphones and tablets? How many of Facebook’s monthly active users are on their desktops?
With most gadgets evolving to become more pocket-sized, active Facebook users have increasingly shifted towards mobile devices.
Another important segment to understand in Facebook demographics is gender. Generally, the number of active internet users on Facebook is fairly balanced between genders.
With improved smartphones and mobile internet connectivity, your average Facebook user is more likely to engage with social media platforms through a mobile phone than through desktop browsers.
As of July 2021, 98.5% of Facebook users worldwide accessed their accounts from a mobile device.
81.8% accessed the platform via an app from an Android device, 14.8% via an app on an iOS device, and 3.4% of users from a mobile web browser.
In fact, Facebook apps and other core Meta products are leading in rank as the most downloaded mobile apps worldwide.
Furthermore, with the accessibility of mobile apps, it’s easier for social media users to spend more and more time on the platform. In a 2022 survey, most Facebook users worldwide spent approximately 19.24 hours on the app per month.
This monthly average was surpassed in 2 different countries. The average Facebook user in Mexico clocked an average of 24.3 hours of monthly Facebook mobile app usage. India follows with 21.3 hours, and the United States with 15 hours.
There is always a best time for everything, and that includes Facebook posts. In fact, effectively timing your content can be the best social media strategy in your arsenal.
Understanding when users are most active on Facebook allows businesses to schedule posts strategically, maximizing visibility and interaction.
Check out these tips to maximize reach and interaction with the staggering billions of Facebook monthly active users:
Use Facebook’s Insights Tool: Analyze the data provided by Facebook’s Insights. This data helps tailor your posting schedule to match your followers’ online behavior.
Post Consistently: Create a content calendar and maintain a steady flow of quality Facebook posts.
Experiment and Adapt: Test different posting times to identify when your content receives the most engagement. Use A/B testing to compare performance and adjust your strategy accordingly.
Utilize Scheduling Tools: Leverage tools like Facebook’s native scheduler or third-party apps to plan and automate your posts. This ensures timely delivery, even during situations where you can’t post manually.
Engage Promptly: Be active and responsive during peak times. Engaging with comments and messages quickly can enhance interaction and foster a stronger connection with your audience.
Engagement rates on Facebook vary significantly depending on the type of content shared. So, which content type works best for you and your business?
In this section, we explore the average engagement rate and rates across different content types to understand which formats perform best, helping you craft a more effective content strategy.
Visual content is inherently more engaging and easier to consume. In general, photo posts garner more likes, comments, and shares than links or status posts.
As of November 2023, image posts on your average Facebook page had the highest level of engagement with an interaction rate of 0.1%. Videos followed with 0.08%, then status posts at 0.06%. Link posts had the lowest average engagement rate at 0.03%.
To optimize your Facebook post, consider using compelling images that tell a story, evoke emotions, or capture attention with vivid colors and compositions.
Aside from photo posts, other types of Facebook page posts include videos, links, and status updates.
Let’s break down each content form:
Video Posts: Short-form videos, typically garner higher engagement rates. Videos are effective for storytelling (Facebook Stories), and showcasing products. Live videos, in particular, boost real-time interaction and can significantly increase viewer engagement and reach. According to Facebook video statistics, 50% of the time users spend on Facebook is spent watching videos. Vertical video formats with audio, such as Facebook reels, have a 35% higher click-through rate.
Status Updates: Updates which consist of only text will generally receive low engagement. While status posts are useful for quick announcements or personal reflections, they lack the visual appeal that drives higher interaction rates. To boost engagement, try including images or videos in your status updates.
Links: Posts with links receive the lowest engagement rates. However, they are essential for driving traffic to external websites, such as blog posts, product pages, or news articles. Link posts can be enhanced by adding compelling descriptions and eye-catching thumbnails to encourage clicks.
Facebook’s unparalleled reach and advertising tools have revolutionized how businesses connect with their audiences online.
In fact, an eMarketer study has forecast that Facebook will reach 64.6 million shoppers by the end of 2024, making it potentially the most popular social media platform in commerce! Find out what this could mean for your Facebook marketing efforts.
We have seen an upward trend in digital marketing.
Thanks to Facebook’s staggering number of monthly active users, businesses can expand their reach, drive traffic to their websites, and increase exposure to their brands and products online.
Through Facebook Pages, businesses can establish an online presence, share updates, and interact directly with their audience through comments, messages, and posts. This works both in the B2B and B2C spectrum.
Additionally, Facebook’s advertising platform enables businesses to target specific demographics, interests, and behaviors. This ensures content reaches the right audience at the right time.
However, as more social media platforms evolve, Facebook faces increasing competition. Many marketers are also turning to Instagram and YouTube for momentum.
Another important segment to understand in Facebook demographics is gender. Generally, the number of active internet users on Facebook is fairly balanced between genders.
Since the beginning of the COVID-19 pandemic, several businesses have transitioned from physical storefronts to online shops. Today, there are more than 200 million businesses that use Meta apps every month.
Imagine posting a photo or video of your product and having it reach millions within minutes!
Facebook’s ad audience is an estimated 70% of all users. This means 70% of active users on Facebook visit local business pages at least once a week.
In addition, over 93% of marketers regularly invest money in Facebook Ads. It’s more cost-effective, allowing your business to stay competitive in the digital marketplace.
Countless brands have achieved remarkable success on Facebook, leveraging the platform’s features to engage audiences, drive sales, and build brand loyalty. Here’s one success story.
“The Pandora Necklace”
Pandora, known for its exquisite jewelry and glistening storefronts, ran a campaign targeting its German audience in the 18-50 age bracket.
The ad was a brief yet captivating 15-second clip of a woman receiving a Pandora necklace from her partner. The format was mobile-user friendly, cropped into a square. The ad appeared in news feeds and as an in-stream video ad.
The results? According to the case study, the video campaign increased the brand’s appeal over other jewelers during the holiday season by 10 points in favorability. The brand also saw a 61% rise in purchases and a 42% increase in new buyers.
Video ads can be memorable, emotional, and persuasive. In just those 15 seconds, Pandora delivered a story that the target Facebook audience could identify with, while also showcasing its products.
Contrary to its 2004 origins, Facebook is no longer just a social networking site. It has evolved to become a powerful customer engagement platform for businesses too.
In this segment, let’s look at the Facebook engagement statistics between businesses and customers, the power of Facebook messaging for business, and the rise of social commerce through Facebook Shops.
In this digital age, businesses need to establish online channels for communication. On Facebook, businesses and customers can interact through posts, comments, and direct messages.
By responding promptly to inquiries, addressing feedback, and fostering meaningful conversations, companies can build trust and loyalty among their audience.
Additionally, allowing customers to write reviews and recommendations on a Facebook page provides valuable insights for businesses looking to improve their products and services.
In a survey back in 2015, 39% of US respondents believed Facebook to be an effective channel for customer service.
And among all generations surveyed, a whopping 81% of Millennials prefer social media when engaging with a customer service team.
Among all of Facebook’s channels of communication, Facebook messaging is the most integral.
Messenger allows businesses to do the following:
• Provide real-time support
• Answer questions
• Facilitate transactions directly within the platform
In recent developments, automated chatbots can potentially further enhance customer engagement by providing instant responses and personalized assistance for an improved user experience.
That said, among the 40 million monthly active businesses using Facebook Messenger, only 1% of businesses currently use automated chatbot messaging.
One of the latest Facebook trends is its integration of shopping features.
With the introduction of Facebook Shops, businesses can now create virtual storefronts on their Facebook Page and enable seamless shopping experiences for customers.
This e-commerce add-on makes it easier for businesses to capitalize on customers who prefer shopping online and drive sales directly from their social media presence.
Back in 2016, Facebook founder, Mark Zuckerberg, introduced Facebook Marketplace, creating a space for users to buy and sell items directly through Facebook channels.
It gained so much popularity that in the first quarter of 2021, Facebook Marketplace had over one billion monthly global users registered.
On the other hand, Facebook Shops was launched more recently. Unlike Facebook Marketplace, this new feature offers businesses of all sizes a space to showcase products, feature collections, and drive sales.
Businesses can customize their shop layouts and integrate different payment options for a seamless shopping experience.
From January to March 2021, Facebook Shops reported an average of one million monthly global users and around 250 million active stores worldwide.
With all these Facebook stats, it is safe to conclude that consumers are increasingly turning to social media for product discovery, recommendations, and purchases.
Features like personalized ads, shoppable posts, and live shopping events enable businesses to target and engage with their audience in more meaningful ways.
There’s a lot of potential for businesses to thrive with the help of Facebook Ads.
For example, newer companies can hire a social media agency to manage their advertising efforts. Contacting experts will help you effectively reach your target audience and achieve marketing objectives. The next sections will break down these Facebook Ads statistics to see how you can use the data to your benefit.
Facebook has proven to be one of the most-visited websites online, with over 16.6 billion visits in December 2023 alone. This makes Facebook a web traffic powerhouse!
Plus, Facebook closed the year 2023 with over 3.065 billion monthly active users. That also means a massive advertising reach of over 3 billion.
This extensive audience offers unparalleled opportunities for businesses to showcase their products or services and connect with potential customers across diverse demographics, interests, and behaviors.
Furthermore, Facebook Ads allows businesses to choose their target audience and create custom ad formats to capture customers’ attention, leading to a potential lead or sale.
The sheer size of internet users is staggering! Facebook’s user base alone encompasses a diverse demographic ranging from young adults to seniors, across various regions and interests.
Whether they’re targeting a niche market or a broad audience segment, businesses can leverage Facebook Ads, tailoring their advertising campaigns and reaching the right audience with precision and effectiveness.
This is tried and tested as Facebook is no longer a mere social network, but a monetization tool.
For example, in the fourth quarter of 2023, Facebook’s average revenue per user in the Asia Pacific region was 5.52 U.S. dollars. For the combined United States and Canada market, Facebook’s average revenue per user amounted to 68.44 U.S. dollars.
Facebook provides advertisers with robust targeting capabilities to ensure their ads reach the most relevant audience.
Advertisers can target users based on demographics, interests, behaviors, and even specific actions taken on the platform.
Custom audience targeting allows businesses to reach existing customers or prospects, while lookalike audience targeting helps expand reach to users with similar characteristics to their existing customer base.
These metrics provide valuable insights into ad effectiveness, audience engagement, and campaign profitability. The following sections will discuss them in further detail.
Click-through rates (CTR) measure the percentage of users who click on an ad after seeing it. Conversion rates track the percentage of users who complete a desired action, such as making a purchase or filling out a form.
High CTR and conversion rates indicate strong ad performance and audience engagement, signaling that the ad resonates with the target audience and effectively drives action.
According to a survey, Facebook ads for lead generation get an average CTR of 2.50% across all industries.
Facebook ads in the travel industry have a CTR of over 6%, while industries such as arts and entertainment, physicians and surgeons, real estate, and sports and recreation have a CTR of at least 3%.
Facebook ads that drive website traffic tend to see a lower CTR. Across all industries, CTR for traffic ads is 1.51%. Traffic ads and campaigns for arts and entertainment, food and restaurants, and real estate see a CTR above 2%.
For Facebook ads conversion rates, you can expect an average conversion rate of about 8.25%. However, this can vary depending on the industry. Arts & entertainment, dental services, industrial and commercial, and real estate sectors tend to see higher conversions.
Cost-per-click (CPC) measures the average cost paid by advertisers for each click on their ads. Return on ad spend (ROAS) calculates the average revenue per user generated for every dollar spent on advertising.
By monitoring CPC and ROAS, advertisers can evaluate the efficiency and profitability of their campaigns. This allows businesses to adjust bidding strategies, and optimize budget allocation to maximize ROI.
A survey found that the average cost per click (CPC) for traffic ads across all industries is $0.83, and $1.92 for lead generation ads.
However, this can vary greatly depending on the industry or campaign ad. CPC for professional services may cost more than other industries.
Facebook Reels, a short-form video content similar to TikTok, has emerged as a popular advertising format on the platform.
With immersive visuals, music, and interactive features, Reels enable businesses to connect with a younger, more digitally savvy audience, with stand-out numbers compared to Facebook posts and ads.
Facebook advertising for Reels is capturing a larger share of ad impressions, significantly adding to existing Facebook ad revenue.
According to Facebook video statistics, Reels have the highest average engagement rate among various Facebook post types. It also has an estimated 697.1 million potential ad reach and 140 billion daily plays.
Here are the statistics for Facebook’s global advertising audience for different Facebook ad placement locations:
• Facebook Stories – 1.25 billion users
• Search results – 733.1 million
• Facebook Marketplace – 495.7 million
Meta launched Reels in response to competition initiated by TikTok’s short-form video trend. Since then, Reels has become a strong Facebook digital marketing tool.
For advertisers, embracing this advertising format can help businesses tap into the viral nature of short-form video content, increase brand visibility, and drive engagement and conversions on this social network.
Learn more about Facebook statistics and trends with these quick questions.
Facebook statistics paint a promising picture, and indicate that Facebook remains a dominant force among social media platforms.
Facebook’s evolution, including new features like Facebook Reels and Facebook Shops, opens up new avenues for creativity and innovation in marketing.
As user behaviors and preferences change, businesses that leverage the full potential of Facebook’s monthly active users will be better positioned to succeed in the digital age.
