10 Facts to Know About Facebook Demographics & Stats

With 400 new users every 60 seconds, Facebook is not only the biggest social media platform, but it is continuously growing. Today, there are more than 2,4 billion users which is roughly 60% of all internet users. Nonetheless, some say its audience is getting older as younger internet users are getting excited about platforms like Instagram, TikTok or Snapchat. In this post, we will dig into the most important Facebook demographics and stats, so that you can get a better idea of who to target while creating your marketing persona and your plan on how to reach him or her.

Having a clear picture of how a channel grows is a key component to starting your marketing plan – promotion and content distribution. If you offer sneakers and target youngsters, relying solely on Facebook may not be the best tactic… Why? This audience is more likely to be found using social media platforms, such as Instagram or Tik Tok. Knowing your audience and stats behind the channels you want to use is crucial.

Let's finally dig into the most important Facebook demographics and stats!

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Users by Countries

As of October 2019, the majority of Facebook users come from India, a whopping 269 million people. USA, Indonesia, and Brazil follow, with altogether more than 420 million users. These 4 countries represent around 30% of all Facebook users. The list of major countries can be found below:

Facebook Users by Countries

Users by Age & Gender

As shown below, the main age of users is 25-34 for both male and female.  Based on this knowledge, one can say that the Facebook audience is truly getting older, right? If you look at platforms like TikTok, the difference is clear.

The infographic below shows the age ranges segmented by gender. Overall, Facebook users are 55% male and 45% female. In the US, on the contrary, there are 55% female and 45% male users on Facebook.

Facebook Users by Age and Gender

Users by Interest

You probably know that you can target users by their interests on Facebook. This is one of the great marketing features that you can leverage. Musicians, like Justin Bieber, who has by far the largest Facebook audience, rule over other categories of interests, while media and news companies, athletes or teams, actors, artists and TV programmes follow.

All of this data comes from Facebook, where people follow or like certain pages. Of course, it does not show much about their interests in real life, but rather their affinity for certain brands, celebrities or TV shows. But if you are a musician who aims to target Justin Bieber's audience, there is an easy way to do so – and 37,5 million users are just waiting to discover your music.

Facebook Users by Interest

Users by Job Titles & Income

Facebook isn't a platform targeted solely at professionals, such as Linkedin, for example. Its users do a variety of jobs, have many interests and meet to share their daily life stories on Facebook – they share photos from their honeymoon, chat with Friends, and connect via Facebook groups. Therefore, it is interesting to see what job titles represent the majority of users and what are the income differences.

Let us start with income. Pew Research Center came up with a thorough research showing that:

  • 66% of users making less than 30,000 USD use Facebook,
  • 74% of users making between 30,000 and 49,000 USD are on Facebook,
  • 70% of adults making between 50,000 and 74,999 USD use Facebook,
  • 75% of users making more than 75,000 USD use Facebook.

Job titles are mainly represented by Administrative services. For the complete list of jobs, see the infographic below:

Facebook Users by Job Title

Users by Education

66% of all Facebook users say they have a university degree and 28% have finished high school. Not everyone is filling out the information about education correctly in their profiles, so don't expect these figures to be 100% right. Besides that, not everyone is telling the truth:). Platforms, like LinkedIn, focus much more on connecting professionals and education is a key factor when creating a profile. Their sources might, therefore, be much more accurate.

Users by Status

Facebook is a platform for personal connections. A majority of users (42%) say they are married and have family they can connect with. On the other hand, 37% say they are single and 16% are in a relationship. 4% of users are engaged.

Facebook Users by Education & Status

Mobile versus Desktop

Here it gets interesting. 97% of users visit Facebook primarily from their phones. Furthermore, 78% say they use both mobile and desktop to log into their accounts. Even more interestingly, 71% of mobile devices use Android systems, while only 20% use iOS.

Note: Being a business that shares content on Facebook, should you focus on mobile first? You bet you should! Facebook offers mobile-friendly formats like collections or instant articles to give your followers a smoother user experience.

Facabook Users by Device

Time Spent on Facebook

You may wonder, how much time do users spend on Facebook? We have the answer for you: 35 minutes. People spend around 136 minutes online per day (using any platform), so Facebook makes up more than 25% of that.

People are most active on Wednesdays between 11am and 1pm, so if you are wondering when your content should go live, these are the best times:

Time Spent on Facebook

Purchase Activity

Facebook collects data on more than 2 million signs of our behaviour. This data is, needless to say, traded and offered to marketers and businesses for targeting their content (ads). Purchasing activity is something many businesses go after! Imagine you run an ecommerce business. Your sale means bringing someone to a website where he or she converts (buys your product). 

You do not want to target people who don't purchase online, right? On the contrary, you aim to target those who will potentially buy. We've prepared a guide on how this – so-called optimisation – works.

49% of people say they support their favourite brand on Facebook. That being said, there is definitely room to engage with your audience. On the other hand, the rest, 51% need to be reached through paid advertising. 

Overall, there is an estimated 1,92 billion global digital buyers. This number will grow in the future and represents an increasing potential for businesses to monetize their online channels.

Content Activity (Format vs Type)

Even though Facebook aims to develop closer connections between family, friends or colleagues, 45% of users say they get news from their Facebook feed. There are more categories and types of content users engage with. If you are wondering what content to produce, here are some overall numbers to help you out:

Best Facebook Post Formats

We have covered 10 important demographics & stats about Facebook users. Also don't forget that we created a Beginner's Guide to Facebook Advertising in case you run your own business and are interested in learning more about how the platform works. We cover topics like targeting, optimisation, budget setting, basic analytics and content creation.

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User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s)!

Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social profile, exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely.

79% of users say user generated content has a high impact on their purchasing behaviour. That simply underlines what we've stated earlier.

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Social proof

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Amazon reviews

Let us look at some other examples of great user generated content shared mainly on Instagram:

Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.

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The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well!

Micro influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and to build a wider (and more relevant) audience.

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