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Top Facebook Demographics that Matter to Marketers 2024

With 2.08 billion daily active users, understanding Facebook demographics is key to creating a successful social marketing strategy.

Hannah Macready March 6, 2024
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With 3 billion monthly active users as of the second quarter of 2023, Facebook continues to be the largest social media platform in the world. But what do we really know about the people that make up this massive user base? How deep does your Facebook demographics knowledge go?

Understanding the demographics of Facebook users is key to creating a successful marketing strategy on the platform. With that in mind, let’s dive into some of the most important demographic information you need to know this year.

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27 Facebook user demographics you need to know in 2024

Here’s a look at the top Facebook demographics that matter to marketers this year.

Facebook demographics by geography

Tap into Facebook’s target audience demographics across the globe.

1. Facebook is one of the most downloaded apps worldwide

Maintaining its position as one of the most popular app publishers, Facebook’s apps are consistently ranked among the top downloads every month. In fact, in the Google Play Store, Facebook Messenger and Facebook frequently rank among the top downloaded apps worldwide.

2. Facebook is the most used platform in the United States

Facebook accounts for around 50% of all social media site visits in the United States, making it the most used platform by far. Instagram and Pinterest rank second and third, respectively.

3. More than 77% of the UK population uses Facebook

Over 77% of the entire UK population are active Facebook users. Out of the total estimated UK population of 67.33 million, approximately 52 million people use Facebook—making up approximately 77.23% of the total UK population.

4. India has the highest concentration of Facebook users

With nearly 315 million users, India has the largest Facebook audience of any country in the world. In fact, if India’s Facebook audience were a country, it would be ranked third in terms of population worldwide. Other top markets for Facebook usage include the United States, Indonesia, and Brazil.

5. Facebook makes $56.11 per user in North America

In 2023, Facebook’s average revenue per user (ARPU) in the U.S. and Canada market is $56.11 USD. This is in stark contrast to the Asia Pacific region, where Facebook’s ARPU is only $5.12 USD.

6. The majority of Meta’s ad revenue comes from the U.S. and Canada

According to Meta’s own data, nearly 50% of their ad revenue comes from the U.S. and Canada, despite only accounting for approximately 23% of their total user base.

bar graph showing meta advertising revenue by user geography

Source: Meta

7. 71.43% of internet users in the U.S. use Facebook regularly

An estimated 71.43% of internet users in the U.S. use Facebook regularly. This is a significant percentage and shows the continued popularity and reach of the platform. By 2027, this number is projected to increase to roughly 75%.

If your Facebook target audience demographics fit this niche, you’re tapping into a highly engaged audience.

Bonus: Find out what people really want from brands on social—including why they follow, engage, buy, and even unfollow them—in The Social Media Consumer Report.

8. The most popular U.S. Facebook pages are LADBible and UNILAD

Of the top 20 pages on Facebook, the most popular were LADBible and UNILAD, with 140.4 million and 123.5 million content viewers, respectively.

The top twenty pages combined accounted for 0.9% of all US content views in Q2 and Q3 of 2023.

Facebook age demographics

Here’s a quick breakdown of Facebook demographics by age.

9. Facebook is the least popular platform for Gen Z and Millennials in the U.S.

Despite its overall popularity in the United States, Facebook is actually one of the least preferred platforms among Gen Z and Millennials. These users tend to prefer platforms like TikTok, Snapchat, and YouTube.

10. 3 in 10 U.S. adults get their news on Facebook

Facebook continues to be a major source of news for many Americans, with three in ten U.S. adults saying they regularly get their news from the platform. This is higher than any other social media site, with YouTube in second place with 26%.

In Canada, news is currently banned on Facebook and Instagram. This change comes after the passing of Bill C-18, also known as the Online News Act, which came into effect in 2023.

11. Most Facebook Messenger users are between 25-34 years old

Similar to Facebook’s overall audience demographics, the largest age group for Messenger users in the U.S. is between 25 and 34 years old, making up 23.4% of all users. The second-largest age group is 35-44 year-olds, accounting for 20.8% of Messenger’s audience.

12. Teens in low-income households use Facebook more

Despite a decline in overall teen usage, Facebook remains more popular among teens from households earning less than $30,000 a year. 45% of teens in this income bracket report using Facebook, compared to only 27% of those from households earning over $75,000 annually.

table showing what platforms teens are most likely to use, as well as their income bracket

Source: Pew Research Center

Facebook gender demographics

Understand how Facebook users across genders interact with the platform.

13. More than 56% of Facebook users are male

According to recent data from Statista, 56.3% of Facebook users identify as male, while 43.7% identify as female. This dataset does not account for non-binary users, but it still gives us a good general understanding of the gender breakdown on Facebook.

14. Women consume the most news on Facebook

62% of women regularly consume news on Facebook, while men prefer platforms such as Reddit (67%), X (62%), and YouTube (58%).

15. Men aged 25-34 make up Facebook’s largest audience

Data shows that men between the ages of 25 and 34 years old makeup Facebook’s largest audience, accounting for 17.6% of global users. It’s also worth noting that men aged 18 to 24 are Facebook’s second-largest audience base.

16. 55% of women in the U.S. use Facebook Messenger

Women comprise the majority of Facebook Messenger users in the U.S., accounting for 55% of the total user base.

General Facebook demographics

Get the scoop on the who, what, when, where, and how of Facebook demographics.

17. Facebook’s daily active users grew by 5% in 2023

According to reporting from Reuters, Facebook’s daily active users (DAUs) grew by 5% in 2023, up to 2.08 billion by Q3 2023.

18. 4 million Facebook posts were liked every minute in 2023

According to Statista, an average of 4 million posts were liked every minute on Facebook in 2023. That’s a staggering amount of activity happening on the platform at any given time, showcasing the potential for reach and engagement with a well-crafted marketing strategy.

19. drives the majority of Facebook referral traffic

When it comes to referral traffic, is the top driver for Facebook, accounting for 6.75% of all referrals in April 2023., follows closely behind with 4.49% of referrals.

Overall, referral traffic only accounted for less than 2% of all traffic to Facebook.

20. Bullying and harassment on the platform is in decline

Facebook has been removing more content that relates to bullying or harassment. In 2023, Facebook’s proactive rate on bullying and harassment increased from 65.8% in Q2 2023 to 87.8% in Q3.

An estimated 8.3 million pieces of content were removed between July and September of 2023, with 87.8% of the content being found by Facebook itself and 12.2% being reported by users.

graph showing amount of bullying and harassment related content removed from facebook from 2019 to 2023

Source: Meta

21. Facebook page users prefer image-based posts

When it comes to engaging with posts on Facebook pages, image-based posts receive the highest engagement rates. In fact, in 2023, image posts received an interaction rate of 0.12%, compared to only 0.03% for link posts. Overall, the average Facebook page fan engagement with posts on a page was 0.07%.

22. Most post views come from user friends, groups, and pages

In Q3 2023, 65% of post views on Facebook came from posts shared by people’s friends, groups they were a part of, or pages they followed. 35% of post views came from in-feed recommendations like ads or suggested content. The remaining 11.3% came from less common sources, such as events or logging discrepancies.

graph showing source of feed content views in the United States

Source: Meta

23. Facebook users are likely to use the other apps in Meta’s Family

Facebook users love to be involved with Meta’s other apps:

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

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

24. Facebook remains a bipartisan news channel

According to Pew Research Center, Facebook is one of the only social media platforms where news consumers are relatively balanced between Democrats and Republicans. This means that Facebook remains a key source of news for both sides of the political spectrum.

graph showing profiles and party identification of social media users in the united states

Source: Pew Research Center

25. The Facebook app was downloaded 413 million times in 2022

Despite being around for over a decade, Facebook’s popularity continues to grow, as it was downloaded 413 million times in 2022. This is a testament to the platform’s enduring appeal and its ability to adapt and remain relevant in the ever-changing digital landscape.

26. 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.

27. Facebook removed 1.3 billion fake accounts at the end of 2022

Facebook regularly removes fake accounts from its platform, with 1.3 billion fake accounts being removed in the fourth quarter of 2022 alone. This is a significant decrease from 2019 when a record-breaking 2.2 billion fake accounts were removed in the first quarter of the year.

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By Hannah Macready

Hannah Macready is a freelance writer with 12 years of experience in social media and digital marketing. Her work has appeared in publications such as Fast Company and The Globe & Mail, and has been used in global social media campaigns for brands like Grosvenor Americas and Intuit Mailchimp. In her spare time, Hannah likes exploring the outdoors with her two dogs, Soup and Salad.

Read more by Hannah Macready

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