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This Facebook statistics list has all the information required to create reports, presentations, and other content, as well as a well-thought-out plan.
Facebook shopping stats
TikTok may get all the buzz, but Facebook is still the most-used social platform in the world… by a long shot.
Despite being almost 20 years old, Facebook continues to be an absolute behemoth in the social media world—one that brands and social media marketers can’t afford to ignore.
So we’ve pulled together dozens of essential Facebook statistics, updated for 2024, to help paint a picture of just what’s happening on Facebook right now. Consider this your cheat sheet for understanding the ever-changing demographics, user behavior, and advertising practices of the OG social network.
Facebook had 3.05 billion monthly active users as of the second quarter of 2023, despite the app’s waning appeal among younger users. In the spring of 2023, Meta also revealed that 3.96 billion individuals use Facebook, Instagram, WhatsApp, or Messenger—their four main products—at least once a month.
The number of daily active users Facebook has is almost more impressive than its monthly numbers: 2.09 billion users log in to the app or site each day—a number that’s up 5% since 2023.
It should come as no surprise that Facebook is currently the most popular social network in the world, given its monthly active user count. In contrast, YouTube, the runner-up, has just 2.4 billion monthly active users.
According to SimilarWeb, Facebook ranks third in the world—under Google (#1) and YouTube (#2).
Spam accounts and fraudulent accounts are an issue for the social media platform. On average, more than one billion fake Facebook accounts are removed each quarter.
With 314 million users, India has more accounts than any other country in the world. The United States is the second most active country on Facebook, with 175 million users. (Indonesia, Brazil, and Mexico follow.)
Statisticians project that Facebook’s reach will continue to grow in the next several years, and by 2027, may reach 75.79% of people around the world.
YouTube is the second-most popular social media source for news, but Facebook takes the lead with 30% of American adults.
Obviously, you may get different results. The ideal time to post on Facebook actually depends on your target audience and their social media preferences, but generally speaking, posting on Tuesdays and Thursdays between the hours of 8:00 a.m. and 12:00 p.m. tends to be a sweet spot. (Pro tip: To maximize your reach, Hootsuite’s scheduling feature can recommend unique posting times.)
The Facebook user base skews more male than female in 2024 (though please note that this data set did not account for non-binary users). 56.3% of users identify as male, while 43.7% of users identify as female.
Though Facebook increasingly has a reputation as a safe space for boomers, there is minimal participation from users of this demographic. Only 5.6% of Facebook users are older than 65.
The group that first launched Facebook to world fame is still highly active on the social media platform. Just over 49% of users are between the ages of 25 and 44.
Things change a lot in a decade. According to Pew Research, only 33% of teenagers have an active Facebook account, down from 71% in 2014-2015.
Furthermore, only 3% of youngsters between the ages of 13 and 17 say they use Facebook “almost constantly.” Conversely, TikTok and YouTube have dominated the teen market. 58% of teenagers use TikTok during their daily YouTube visits.
Facebook use among teenagers is declining overall, but among those who do use it, most are from middle-class or lower-class homes. For example, just 27% of teenagers from houses with an annual income of $75,000 or more report using Facebook, compared to 45% of teens from families with an income of under $30,000.
Maybe they’re on TikTok, too, but that valuable 18-to-24-year-old demographic accounts for 21.5% of Facebook’s large audience.
It’s practically a part-time job! Facebook users on average log in to the app or website almost 20 hours a month. That works out to an average of about 40 minutes per day.
Don’t be discouraged if you’re not getting the likes and comments you once were. It’s totally normal to have a low engagement rate. In fact, the average Facebook Page has an average fan engagement of just 0.07%.
While the average engagement rate overall can be quite low on Facebook Pages, images tend to capture a little more action, with an average interaction rate of 0.12%.
Maybe this is your sign to stop sharing so many links? Link posts on Facebook Pages have the lowest engagement rate of any type of Facebook post, with 0.03%.
If you were waiting for a sign to go mobile-first with your campaign designs, this is it: 81.8% of Facebook users only use a mobile phone. Only 1.5% use a laptop or desktop exclusively.
That Facebook Messenger is a powerful tool. Sheryl Sandberg reported that every single week, more than a billion Facebook users reach out to businesses using Facebook’s messaging tool.
Facebook and its sister apps (Instagram, WhatsApp) are in the business of helping small business, it seems. More than 200 million brands use the platforms to create virtual storefronts and connect with customers every single month.
Businesses of all kinds use Facebook, and the numbers don’t lie. More than 90% of brands have a presence on Facebook. Instagram and LinkedIn are the other most common social media platforms for businesses to use. The least likely? Be Real.
Though most modern brands do turn to Facebook for marketing and advertising purposes, only 62% of companies report that they feel an investment in Facebook has brought them a return on that money.
The most popular Facebook Fan page is for Facebook itself (with more than 214 million fans). Other top brands (or celebrities) on Facebook include Samsung, Cristiano Ronaldo, Real Madrid CF, Coca-Cola, FC-Barcelona, and Shakira.
Those benchmarks change quite significantly, depending on your industry, though. Media brands post far more than average (73.5 posts a week), while food and beverage companies do much less (2.5).
58% of Facebook users browse a brand’s website for more info after seeing a product or service in a Facebook Story. (And 31% report going to a store to check out a business in person!)
Facebook’s 2023 annual global revenue was about $152 billion USD. Ad execs are predicting a banner year for 2024, though, estimating a $170.82 billion revenue, a rebound from a few years of pandemic-influenced slump.
If you’re advertising on Facebook in 2024, you’ve got a potential ad reach of 1.98 billion people.
Across Meta’s family of apps (Facebook, Instagram, WhatsApp, and Messenger), ad impressions went up by more than a third, all while the average price per ad dropped by 6%.
Click-throughs aren’t the only way to measure the success of your social media ad campaign. Impressions might be a more meaningful number, depending on your social media goals.
Facebook Shops are booming in popularity and allow shoppers to explore and purchase products within the app itself. This goes beyond just social selling; this is full-on e-commerce.
In 2022, 63.5 million people will have made at least one purchase via Facebook. Instagram is a close second, putting Meta at the top of the charts for social-media shopping experiences. This stat includes Marketplace in addition to Facebook Shops, a sales opportunity more brands might want to consider.
People are more inclined to use social media rather than search engines when they are ready to do research for their next purchase, regardless of size. Facebook is becoming a more serious competitor in the online buying space, even as Amazon, Google, and search engines continue to dominate. You should work on your social media optimization.
According to Facebook, 50% of time spent on Facebook or Instagram is spent watching video content.
And a whopping 74% of Facebook In-Stream non-skippable video ads are viewed all the way through.
But Reels ads have about half the potential audience of Stories ads. Advertisers with a solid Reels advertising strategy can gain an advantage by getting in on this ad placement while it’s still a relative novelty.
After a hot start, Reels is now revenue-neutral. Meta said in its Q3 earnings that it will change its focus from reels to video in a more comprehensive way.
That’s not the only benefit reported for Instagram Stories. More than 70% of U.S. users agree that stories allow them to experience new things vicariously, while 57% say stories make them feel part of a community.
Want your Reels ads to really stand out? Incorporate audio.
Facebook reports that vertical video ad spots that include audio feature a 35% higher click-through rate than video ads without sound. You’ll also see improved conversion rates and improved ROI for your ad spend. (Adding Reels to existing campaigns also increases click-through rates across all ad placements by 56%!)
In its first five days, Threads earned over 100 million sign-ups. This broke the previous record set by ChatGPT. Instagram itself took two and a half months to reach that number of users.
A pretty impressive number, even with some attrition after its blockbuster launch in the summer.
More than 54 million users downloaded the Instagram Threads app in July 2023 — that was 33.5% of all Threads users at that time.
Right out of the gate, Threads (run by Meta) was a hot-ticket platform, with 50.22 million visits in its first week. But as of October 2023, Threads is generating 10.56 million visitors weekly.
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