In 2021, Facebook rebranded to Meta, which now acts as Facebook’s parent company and oversees Instagram, WhatsApp, and Messenger. These four apps are known as Meta’s Family of Apps.

For marketers, this means that Facebook is now thinking of itself as part of a conglomerate of apps, but this isn’t any reason not to drill down into the specifics of what really makes Facebook tick.

Read on to find essential Facebook demographics that matter to social media marketers in 2022.

Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.

19 Facebook user demographics you need to know in 2022

Meta’s total revenue is $117.9 billion

Not bad for a company started in a Harvard dorm bedroom! $115.6 billion of this revenue came from Meta’s Family of Apps.

Not content with only having some of the biggest apps in the world under their belt, Meta is also investing heavily in Reality Labs, a business owned by Meta that produces augmented reality and virtual reality hardware and software. In 2021, $2.2 billion of Meta’s 2021 revenue came from this area of the company.

Meta’s revenue has increased by 3086% since 2011

Still known as Facebook in 2011, the company has grown wildly since the days of poking people on your friends’ list. Since then, Facebook/Meta’s revenue has grown by a mind-blowing 3086%, from $3.7 billion to $117.9 billion.

In Q4 2021, $15 billion of Meta’s ad revenue came from the US and Canada

Kerching! Another $8.1 billion came from Europe, $6.1 billion from the Asia-Pacific region, and $3.2 billion from the rest of the world. Something to think about when you’re crafting ad campaigns on Facebook.

Meta advertising revenue by user geography in millions

Source: Meta

2.82 billion people log into Meta’s Family of Apps daily

Yup, this includes Facebook, and this number has only increased quarter on quarter as more people find value in scrolling through Facebook, Instagram, WhatsApp, and Messenger.

graph of Family Daily Active People (DAP)

Source: Meta

Asia-Pacific has the highest number of Facebook daily active users (DAUs)

In Q4 2021, a whopping 806 million people in that region logged into Facebook. In Europe, 309 million checked their Facebook account daily, and 195 million people did the same in the US and Canada.

The worldwide average revenue per user on Facebook is $11.57

Average revenue per user (ARPU) is an important metric because it tells Facebook how much money they make off their users. In 2021, Facebook’s ARPU grew by 15.7% compared to 2020.

In Q4 2021, Facebook’s ARPU was highest in the US and Canada, with the average revenue per user netting Facebook a cool $60.57. Conversely, the demographic with the lowest ARPU was Asia-Pacific with $4.89.

What’s interesting here is that Asia-Pacific has the highest number of people logging into Facebook but the company earns the lowest amount of revenue from this demographic.

If you’re using Facebook, you’re more than likely to use the other apps in Meta’s Family

Facebook users love to be involved with Meta’s other apps in its Family.

  • 74.7% of Facebook users also use YouTube
  • 72.2% of Facebook users also use WhatsApp
  • 78.1% of Facebook users also use Instagram

In our research, we also found that Facebook users are least likely to also use TikTok and Snapchat, two platforms that generally attract a younger audience.

Facebook is the most popular social media network for men and women aged 35-44

That’s right. Older millennials can’t get enough of Facebook. This demographic is most likely to have been early adopters of Facebook in a post-Myspace world and continued to use and favor the platform as they grew up.

Facebook is least popular with women aged 16-24, with only 7.3% of women surveyed listing the social media platform as their favorite.

56.6% of Facebook’s ad audience are men

Speaking of male and female demographics, it’s worth mentioning that more than half of Facebook’s ad audience are male, with women making up the remaining 43.4% of Facebook’s advertising demographic.

Facebook advertising audience overview
Source: Hootsuite Digital Trends Report

70% of US adults use Facebook

According to research by Pew, no other major platform comes anywhere close to this volume of usage, except YouTube, which is used by 80% of Americans.

49% of Americans say that they visit the social media platform several times a day

Repeat visits equal more chance of seeing an ad campaign, a significant driver in Facebook’s growing revenue.

Need more Facebook marketing tips in your life? We’ve got you covered. Check out 39 Facebook Stats That Matter to Marketers in 2022.

Facebook usage is an even split between Democrats and Republicans

72% of Democrats and 68% of Republicans use Facebook, and Democrats are more likely to use other social media platforms, including Instagram (40%), Twitter (32%), and WhatsApp (30%).

For marketing purposes, this means that the liberal demographic might be more tech-savvy and can be reached on more places online compared to their more conservative counterparts.

Democrats more likely than Republicans to use many platforms including Instagram and Twitter but similar shares say they use Facebook

Source: Pew Research Center

Men aged 25-34 hold the biggest share of advertising reach on Facebook

If you’re looking to run ad campaigns on Facebook, you’ll need to know exactly who to target campaigns to, and men aged between 25 and 34 make up 18.4% of Facebook’s ad audience. Women in the same age group account for 12.6%.

The demographics with the lowest ad reach are men and women aged 13-17 and seniors aged 65+.

Facebook advertising audience profile

Source: Hootsuite Digital Trends Report

If you’re looking for more Facebook advertising insights, head over to How to Advertise on Facebook: Complete Facebook Ads Guide for 2021.

India is the country with the most extensive advertising reach

Closely followed by America, Indonesia, Brazil, and Mexico. The first European country on the list is the UK and then Turkey and France.

In India, Facebook ads reach 30.1% of the population aged 13+, and in the US, ads reach 63.7% of the same age group.

The Facebook app was downloaded 47 million times in America throughout 2021

This is a decrease of 11% compared to previous years. Facebook was the fourth most popular app, beaten to the top spots by Snapchat, Instagram, and TikTok—notable all video-centric apps.

Could this be why Facebook recently introduced Facebook Reels across 150 countries?

For marketers, there are continual signals that the future of social media is video. The rise of TikTok and Reels across both IG and Facebook helps confirm this fact.

top 10 US mobile social networking apps ranked by downloads in 2021
Source: eMarketer

Over 1 billion people use Facebook Marketplace

Goodbye, Craigslist! Hello Facebook Marketplace. The buy-and-sell element to Facebook has grown substantially since its launch in 2016 and is now used by over 1 billion people worldwide.

There are over 250 million stores on Facebook Shops

Facebook is making moves in the ecommerce world and launched Shops in 2020, giving its userbase access to a quarter of a billion stores. Shopping is becoming more commonplace on Facebook, with an average of one million people using Facebook Shops on a monthly basis.

Facebook removed 6.5 billion fake accounts in 2021

Gotta stop that spam, somehow!

Bullying and harassment on the platform is in decline

Social media is no place to make other people feel bad about themselves. Period.

Luckily, it looks like Meta takes bullying and harassment seriously and reports that for every 10,000 content views, around 10-11 views contain bullying. The company also reported that in 2021, they took action on over 34 million posts that went against their community standards and policy documentation.

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