And despite the controversy surrounding Facebook in the first half of 2018, the platform’s users just can’t quit. Even if they want to. For the most part, revelations about Russian meddling and Cambridge Analytica’s data abuse were taken in stride. In fact, in its first quarter 2018 earnings report, Facebook revealed that its user numbers have gone up.
When it comes to social media marketing, including Facebook in your strategy is a no brainer.
Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.
26+ Facebook demographics that you need to know in 2018
There are over 2 billion monthly active users on Facebook
As of March 31, 2018, Facebook reports that it has 2.2 billion monthly active users on its site. That’s up from the 1.74 billion monthly active users reported in the last quarter of 2017.
A majority of Americans of all ages have accounts
With the exception of people over the age of 65, more than half of Americans in every age group say they are on Facebook. Aside from YouTube, no other social channel has such a broad take-up range across age groups.
In the United States, Facebook is most popular with millennials
This is good news for marketers, since this 25 to 34-year-old age range is often their target audience. The same poll found that 82 percent of 18 to 29-year-olds and 79 percent of 30 to 49-years olds have Facebook accounts.
Most adults log on to Facebook every day
Approximately two-in-three U.S. adults (68 percent) say that they are Facebook users, and roughly three-quarters of those users access Facebook on a daily basis.
On average, people check in 8 times a day
In fact, Pew Research found that Facebook users access the platform more often than users of any other social network. Knowing this, you may want to refresh your Facebook content more frequently than you may with other social channels.
You’re going to also want to know how the Facebook algorithm works, and how you can make it work for you.
Teenagers still think Facebook is “for old people”
A recent survey from Forrester Research found that 34 percent of online U.S. teenagers think that Facebook is “for old people.” But while they may feel Facebook is the oldie network, they’re still using it: 76 percent of 12 to 17 year olds use the platform.
Most parents are “friends” with their teenage children
More than 80 percent of parents on Facebook say they are friends with their teenagers on the network. Interestingly, only 33 percent of adults say they follow their teens on Twitter. In fact, 82 percent of adults say they are not friends with their teenagers on any other site.
Seniors use Facebook the least, but more are joining
Only approximately four-in-ten people 65 and older in the U.S. use Facebook. While they’re the smallest demographic group in the U.S., they’ve doubled in size since 2012.
They’re more likely to live in the city
Approximately three-in-four U.S. users say they live in urban areas, followed by suburban, and then rural. That’s pretty consistent with social media use in general. It’s worth noting that after YouTube, Facebook has the highest percentage of adults who say the live in rural areas.
Adults are starting to look for jobs on Facebook
In an online poll of 5,000 adults conducted by Morning Consult, one-in-four people in the US said they searched for, or found a job using Facebook.
Many Facebook users are high earners
Upward of 75 percent of U.S. adults who use Facebook earn more than $75,000 per year. The spectrum, however, is not too broad. For example, 74 percent of U.S. adults who say they use Facebook earn $30,000-$49,000. And 66 percent of U.S. users say they earn above $30,000.
They’re educated in varying degrees
77 percent of U.S. adults who use Facebook have a college degree or more, but 60 percent only have a high school diploma or less. Compare that with LinkedIn, where only 9 percent of users have a high school diploma or less.
In the U.S., Facebook is most popular with Hispanic users
73 percent of U.S. adults who identify as Hispanic say they use Facebook, versus 70 percent black and 67 percent white.
In the U.S., more women use Facebook than men
But the gender split is fairly even. According to Pew Research Center’s most recent survey, 74 percent of women report that they use Facebook, versus 62 percent of men.
Young women are leading the conversation
Women are taking advantage women-led Facebook groups to share stories and coordinate movements such as #TimesUp and #MeToo. Since the beginning of the year, 18- to 24-year olds have been talking about International Women’s Day at a rate of three times more than other topics on the platform.
Women are more likely to create meaningful Facebook Groups
According to Facebook data, women are 40 percent more likely to create groups that become meaningful to people.
The majority of fundraisers on Facebook are run by women
Nearly 70 percent of all Facebook fundraisers are created by women. These findings suggest that women are turning to Facebook for community building exercises.
More than 60 percent of users in the Asia-Pacific are male
Facebook’s user-base in the Asia-Pacific is a little bit male-skewed. Overall, only 38 percent of all users surveyed by Kepios identified as female. The difference is especially pronounced in Afghanistan, where only 15 percent of users are female. That figure is only slight higher in Pakistan, where 23 percent of users are female, and in Bangladesh, with 24 percent of female users.
More than half of Facebook users speak a language other than English
Over 50 percent of the social network’s 2 billion users speak a non-English language. If you know what languages your audience speaks, you can either rely on the Facebook Translate tool, or leverage Facebook’s dynamic language optimization ad feature. It may also be worth it to create multiple Facebook pages in different languages.
Aside from English, top languages are French, Spanish and Portuguese
A study that examined the most common languages Facebook bots were speaking found that English, French, Spanish and Portuguese were most frequently in use. That’s followed by German, Italian, Arabic, Russian, Chinese, and Dutch.
The majority of Facebook audience is based outside of the U.S.
Contrary to what many social media marketers may think, the United States only represents 12 percent of Facebook’s entire user base.
Asia-Pacific is Facebook’s largest and fastest growing region
More than 794 million (38 percent) of Facebook’s monthly active users live the Asia Pacific. Europe is the social network’s second largest region, with 364 million users. After that is the United States, with 239 million users.
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Mobile reigns supreme in the Asia-Pacific
According to Kepios, 93 percent of users in the Asia-Pacific region are accessing Facebook on their mobile devices.
Almost half of users only check Facebook on mobile
Approximately 47 percent of Facebook users only log-on to Facebook from their mobile devices. So, marketers without a mobile-friendly strategy need not apply.
Facebook Messenger now has over a billion monthly active users
With 1.3 billion MAUs, it may be worth considering how Facebook Messenger fits into your social media plan.
They’re largely unfazed by the Cambridge Analytica issue
A recent online poll conducted by Reuters/Ipsos found that around half of Facebook’s American users say they have not recently changed the amount that they use the platform. An additional 25 percent say that they are using the site more.
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