Marketing
Wednesday January 20, 2021 By David Quintanilla
27 Facebook Demographics that Matter to Marketers in 2020

In case your Fb mates listing consists of your aunt, your boss, your ex-boyfriend, and your hairdresser, you in all probability already know that Fb’s demographics are far-reaching.

Yep, it looks as if regardless of who you’re or the place you’re, you in all probability have a Fb account. However take a more in-depth have a look at the numbers, and also you’ll discover a extra advanced image of who makes use of Fb — and the way utilization has shifted during the last 17 years.

With fixed product updates — and loads of legal turmoil — there’s all the time a brand new issue at play on the earth of Fb. (It’s a thrill a minute over there!)

So you probably have plans to make use of Fb to attach with prospects, enhance gross sales, or break into new markets, it’s very important to remain on high of the newest Fb consumer demographics. Listed below are the newest and best stats.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

27 Facebook user demographics you need to know in 2021

1. Facebook has more than 2.74 billion monthly active users

Fb’s newest figures present greater than 2.74 billion customers — that’s a rise of 12%, 12 months over 12 months. (And, enjoyable reality, greater than all the inhabitants of India and China mixed.)

Every day, there are greater than 1.82 million people active on Facebook. That determine can be up from 2019, marking a 12% year-over-year enhance.

2. Fb estimates that not less than 412 million accounts are faux or duplicate

Roughly 5% of Facebook’s worldwide monthly active customers are faux accounts. Within the second and third quarters of 2020, Fb says it disabled greater than 2.8 billion fake profiles.

One other gorgeous stat? Roughly 11% of monthly active users are duplicate accounts: that’s round 275 million profiles.

3. Fb’s advert revenues grew 22% year-over-year

Between July and September in 2020, Facebook says its advertising growth rate was up 22% from the previous year. It’s a mirrored image of how the platform has thrived throughout a time of elevated on-line interplay.

Entrepreneurs can attain 32% of the population (aged 13 and older) with promoting, so get in there!

Forecasts recommend progress will stay regular in 2021. As Fb’s chief monetary officer, David Wehner, stated in a recent earnings report, “Looking forward to 2021, we proceed to face a big quantity of uncertainty. We imagine the pandemic has contributed to an acceleration within the shift of commerce from offline to on-line, and we skilled growing demand for promoting because of this acceleration.”

Sounds just like the advert market goes to be fairly busy… so you’d better brush up on those Facebook marketing skills.

4. Most adults go online to Fb on daily basis

The typical U.S. grownup spends a mean of 34 minutes per day on the platform.

chart showing average time spent per day growth on Facebook, Instagram, and Snapchat

Supply: eMarketer

These minutes add up fairly shortly, when you think about that 73% of U.S. Facebook users examine the platform day by day, and 93% use it weekly.

5. Six in 10 U.S. adults use Fb

Based on Edison Analysis, 63% of U.S. adults over the age of 12 use the social community.

Facebook usage total U.S. population over 12

6. Fb reaches the most important variety of customers aged 13-17

Tik Tok has been hailed as the newest teen craze, however Fb nonetheless corners the social market in terms of reaching teenagers world wide.

Analysis from Hootsuite and We Are Social reveals that the platform can attain upward of 109 million teenagers. On Snapchat, most attain amongst teenagers is 71 million. Instagram attain for the 13 to 17 age vary is 56.6 million.

However, Fb’s youth promoting viewers could also be shrinking. The corporate’s promoting instruments present that entrepreneurs have entry to about 10 million fewer teenagers in comparison with final 12 months.

7. Fb is utilized by individuals of all ages

Some social media networks are typically widespread with particular age teams. Take LinkedIn for instance, which unsurprisingly, is hottest amongst U.S. adults between 25 to 49 years previous.

Fb, alternatively, has a reasonably even unfold of customers throughout most age teams.

For instance, 24% of Facebook’s advertising audience is within the 18-24 vary, and 10.4% are in the 45-54 range. It’s an actual household affair!

chart: facebook advertising reach by gender and age

Supply: Hootsuite Digital 2020

8. Seniors are the smallest, however quickest rising Fb age demographic

Throughout all social media channels, signups are inclined to drop off with age. That’s true on Fb, too. Individuals over the age of 55 are much less prone to be on Fb than youthful generations.

However seniors additionally occur to be the fastest growing age demographic on the location. Based on Pew Analysis Middle, the share of older Individuals on the platform has more than doubled since 2012.

At present, users 55 and older make up over 10% of Fb’s promoting viewers. In relation to Fb age demographics, this pattern will possible enhance because the middle-aged inhabitants ages into the senior sector.

9. Fb is the preferred social community amongst seniors

Seniors could also be Fb’s smallest age group in the USA, however they flock to Fb in bigger numbers than different social websites.

Amongst Individuals 65 and older, 46% use Facebook. Examine that with 38% on YouTube, 15% on Pinterest, and 11% on LinkedIn.

Right here’s one other enjoyable reality: knowledge exhibits older individuals share more fake news on Facebook.

10. Globally, extra males use Fb than ladies

A research of worldwide Fb customers from Statista exhibits that 56% of Facebook users over the age of 13 are male. Male customers between the ages of 25 and 34 years previous are the most important demographic on the platform general.

Chart: global usage of Facebook by gender as of October 2020

Within the U.S., nevertheless, ladies are the larger consumer demographic.

11. Girls usually tend to create significant Fb Teams

Based on Fb, ladies are 40% more likely to create teams that change into significant to individuals.

Girls additionally create practically 70% of all fundraisers on Fb.

12. Individuals who really feel their use of Fb is problematic are prone to be younger males

A current research by Fb researchers got down to perceive the adverse results of social media and inform the design of supportive instruments.

The report, entitled “Understanding Perceptions of Problematic Facebook Use,” finds that individuals who discover their Fb use troublesome are prone to be younger males going via a tough interval, similar to a break up.

When it comes to conduct, they have a tendency to spend extra time on Fb, particularly at evening. Relatively than scrolling via the Information Feed, they’re possible profiles, and messaging mates extra incessantly.

Mockingly, individuals who discover their use of Fb problematic additionally fee the community as invaluable to them.

13. Fb is the preferred social community in rural areas

About three-in-four U.S. adults who use Fb reside within the metropolis. However suburban and rural residents additionally use Fb in pretty equal numbers.

Extra apparently, in comparison with different social channels, Fb has the very best penetration in rural areas. Roughly 66% of U.S. adults in rural areas use Fb. That’s adopted by YouTube with 64%, then Pinterest the place the quantity drops off to 26%.

14. Within the U.S., African American and Hispanic are the preferred multicultural affinities

Fb makes use of machine studying to designate its customers with “multicultural affinities.”

Not all customers are given a designation, however a current survey within the U.S. discovered that amongst those that are, 43% are thought to have an interest in African American culture.

The identical share or individuals with designations—43%—have been assigned an affinity to Hispanic tradition. One-in-ten had an affinity with Asian American tradition. There are not any “caucasian” or “white tradition” classifications.

It’s price noting that solely 60% of individuals given a multicultural affinity felt a “very” or “considerably” sturdy connection to the tradition. Some 37% felt in any other case. Greater than half thought-about themselves to be members of the multicultural group, whereas 39% stated they weren’t.

15. The vast majority of Fb’s viewers relies outdoors of the U.S.

U.S. and Canada mixed make up just 10% of Facebook’s daily active users. Europe, in the meantime, clocks in at round 40%, with the bulk coming from elsewhere on the earth.

16. Consumer progress in Europe bounced again in 2019

Fb misplaced greater than one million European customers amid the 2018 privateness scandals, dropping from 376 to 375 million monthly active users over a three-month interval.

In 2020, it jumped even larger: the corporate counted 410 million monthly active European users within the second quarter of the 12 months.

17. Asia-Pacific is Fb’s most energetic area

Round 42% of Facebook’s monthly users may be discovered within the Asia-Pacific area. Every day, the area is house to 39% of Fb’s energetic customers.

Chart: Facebook Monthly Active Users by Region

Supply: Facebook

That’s a robust exhibiting, contemplating that Fb remains to be banned in China (together with Whatsapp, Instagram, Twitter, YouTube, and different websites).

18. India boasts Fb’s largest promoting viewers

With a attain of 260 million people, India is house to the most important viewers for Fb advertisers (not less than by way of attain). It’s adopted by the USA, the place advertisers can attain 180 million individuals. In third place is Indonesia with a attain of 130 million.

Facebook advertising reach by geography chart

Supply: Hootsuite Digital 2020

The viewers sizes are spectacular, however have reduced in size. As world-renowned digital knowledgeable Simon Kemp (co-author of Digital 2020) notes, the numbers are decrease than they have been within the earlier quarter.

19. India, Indonesia, and the Philippines are Fb’s quickest rising areas

The best viewers enhance this previous 12 months got here from Indonesia (up 10 million customers), adopted by Bangladesh, Mexico, and the Philippines, which every grew by two million.

One of many reasons Facebook gives for the accelerated progress is that digital adoption is spreading quickly in these areas.

20. Half of Fb customers converse a language aside from English

Whereas English-language customers account for 56% of the audience, greater than 50% of the social network’s 2.7 billion customers converse a non-English language.

If what languages your viewers speaks, you’ll be able to both depend on the Fb Translate device, or attempt Fb’s language optimization advert function. It might even be worthwhile to create a number of Fb pages for various languages.

Check out our tips for building a multilingual social presence.

21. Individuals in rising markets usually tend to message companies

Within the Asia-Pacific area, customers are 1.26x more likely to make use of Fb Messenger for product analysis. In Latin America, 58% of shoppers messaged a enterprise instantly final vacation season.

C-commerce (or “conversational commerce”) consumers throughout a wide range of international locations plan to extend their spending in these interactions: Brazil, India, and Indonesia amongst them.

Apparently, it’s not simply Millennials chit-chatting away with salespeople on Messenger. In Vietnam, for instance, Child Boomers are the principle pressure driving c-commerce ahead.

22. Cell reigns supreme, particularly in Africa and Latin America

Whereas 19% of worldwide Fb customers entry the platform through each telephones and computer systems, a whopping 79% of users only access Facebook with a phone.

In lots of creating international locations, telephones are a way more frequent expertise than a laptop computer or desktop. You’ll see cell entry figures skyrocket in these areas.

23. Fb is the preferred social community in low earnings households

Findings from a 2019 Pew Analysis survey reveal that 69% of U.S. adults within the lowest earnings households use Fb. Apart from YouTube, no different social community comes shut. For instance, solely 35% of individuals on the similar earnings stage use Instagram.

The financial hole widens amongst U.S. teenagers. The identical research finds that youngsters in low-income properties are extra possible to make use of Fb than teenagers from high-income households. Seven-in-ten teens in households that earn lower than $30,000 a 12 months use Fb, versus 36% of teenagers who reside in properties with an earnings of $75,000 or extra.

That stated, general, Fb use is pretty evenly distributed throughout earnings ranges. The one web site that has a better share of excessive earners is YouTube.

24. Greater than 1 / 4 of individuals really feel Fb doesn’t classify them accurately

Advertisers can goal individuals primarily based on every little thing from age and site. Fb additionally provides different identifiers primarily based on consumer knowledge and behavior to assist entrepreneurs goal adverts.

Anybody can see what classes Fb places them in on the Your ad preferences page. However not everybody thinks Fb will get it proper.

Based on a Pew Analysis Middle survey, 27% of people suppose they don’t seem to be precisely represented by Fb’s classifications. On the flip facet, 59% of customers suppose classifications are “very correct.”

Proper or fallacious, about half of Fb customers should not snug with how they’re categorized. Hold this in thoughts when targeting your next Facebook ad campaign.

25. Politically, Fb customers are divided

It’s no secret that Fb tracks the political affiliations of its customers.

A current Pew Research Center survey discovered that of these within the U.S. who got a political label, 35% have been categorized as conservative or very conservative, and 34% have been categorized as liberal or very liberal. The remaining 29% have been categorized as reasonable.

Most individuals—73%, actually—suppose that their political label is both very or considerably correct. The opposite 27% suppose their label is just not correct.

26. 4 in ten individuals have taken a break from Fb

For a lot of Fb customers, a bit of digital detox is so as every so often.

Some 42% of U.S. adults have taken a break from Fb for a number of weeks or extra. And roughly one quarter has deleted the Fb app from their cellphone.

27. Individuals like to scroll Fb on their lunch break

The newest stats about shopper Fb conduct revealed that the best time to post on Facebook is midday EST on Monday, Tuesday, or Wednesday — a bit of lunchtime check-in, if you’ll.

After all, each model may have its personal distinctive viewers behaviors, so use an engagement measurement device like Hootsuite Analytics to find out what’s finest for you.

Now that who you’ll be able to attain on Fb, listed here are the top marketing stats that will help you reach them.

With recordsdata from Paige Cooper

Now that who you’re most certainly to seek out on Fb, get perception into your particular Fb viewers, observe the efficiency of your posts, and stage up your complete Fb advertising and marketing technique with Hootsuite Analytics. Attempt it free right now.

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