Facebook turned 20 in 2024, and the social media giant’s economic, social, and political influence over the past two decades is undeniable. Analysts credit the platform with generating massive economic value, transforming the media and information landscape, shaping social and political revolutions, and pioneering the monetization of personal data—to name a few examples.
Today, Nearly 40% of the world’s population is on Facebook. Its parent company, Meta, is valued at just under $1.3 trillion, and its revenues and user counts continue to rise. In other words, if you want to communicate effectively with any audience—for any reason—you need to understand this social media platform and have a plan to use it to your advantage.
Top Facebook statistics
- Facebook user statistics
- Facebook demographics
- Facebook revenue statistics
- Facebook usage statistics
- Facebook engagement statistics
- Facebook marketing statistics
- Facebook video statistics
Facebook is a giant in the social media landscape. Here’s what you need to know about who uses the platform, how they engage with it, and how it helps marketers and business leaders drive results.
Facebook user statistics
Facebook is the world’s largest social media platform.
- There are more than 3.07 billion Facebook users worldwide.
- Facebook’s audience accounts for roughly 37% of the global population, 56% of internet users, and 61% of social media users.
- Facebook’s parent company, Meta, has nearly four billion monthly active users across the social platforms Facebook, WhatsApp, and Instagram, and the Facebook apps Facebook Messenger and Facebook Marketplace.
Facebook has a global audience.
- India has the most Facebook users of any country. As of 2024, India has 448.1 million monthly active Facebook users and a Facebook adoption rate of 38.1%
- Facebook's monthly active user count exceeds 100 million in its top four countries: India, the United States, Indonesia, and Brazil.
Facebook demographics
The majority of Facebook’s audience is under the age of 45, and the platform has slightly more female than male users.
- 53.8% of US Facebook users identify as female.
- Nearly 62% of US Facebook users are under 45.
Facebook is more popular than most other social media platforms with US adults across all age groups.
- Facebook is the second-most-popular social network for US adults over 30, coming in behind YouTube.
- Facebook is the third-most-popular social media website for younger users: Only YouTube and Instagram (which Meta also owns) are more popular with US adults ages 18 to 29.
Facebook revenue statistics
Meta’s global advertising revenues totaled nearly $132 billion in 2023.
- Meta earned $131.9 billion in advertising revenues in 2023, up from $113.6 billion in 2022 and a nearly 140% increase over 2018 figures.
Facebook earns more from US and Canadian users than from users in other markets.
- In 2023, Facebook’s average revenue per user was $68.44 in the US and Canada, $23.12 in Europe, and $5.52 in the Asia Pacific Region.
- Facebook's global average revenue per user is $13.12.
The majority of Facebook’s ad revenue comes from mobile device usage.
- The percentage of Facebook revenue from mobile advertising is increasing. In late 2019, the social media platform reported that 94% of its global advertising revenues were attributable to mobile device usage.
Facebook usage statistics
Facebook is one of the most visited sites on the internet.
- Nearly 70% of Facebook users visit the site daily.
- As of Q4 2023, there are 2.11 billion Facebook daily active users.
- Facebook’s daily active usersmake up 68.73% of the platform’s total user count.
- The average Facebook user spends 30.9 minutes on the platform each day.
Facebook is the US’s most popular social commerce platform.
- 49% of US adults and 62% of Gen Z users say that they are likely to make a purchase on the platform.
- Analysts predict that 67.8 million social media users will buy something on Facebook in 2024, making it the most popular platform for social commerce.
The majority of people access Facebook from the mobile app.
- 98.5% of global Facebook users access the platform from a mobile phone or other mobile device.
- 81.8% of global users access the social media platform from a mobile device only.
- Fewer than 5% of mobile users access Facebook from a mobile web browser.
Facebook removes billions of fake accounts each year.
- In 2023, Meta removed more than 2.6 billion fake Facebook accounts.
- Facebook removed more than 19 billion fake accounts from the site between 2020 and 2023.
Facebook engagement statistics
Brands can amass followers on Facebook, and clever posting can encourage them to engage.
- The average engagement rate on Facebook posts from brands is .06%.
- Sports team posts earned the highest average engagement rate at 0.3%, and influencer and higher education industry posts tied for second at 0.16%.
- Facebook Page fan engagement rates are under 1% per post.
User engagement varies by gender and post type.
- The typical female user clicks on 40% more Facebook ads than the typical male user and leaves nearly twice as many comments.
Reels are the highest performing Facebook post type.
- The average Facebook reels engagement rate is 0.22%.
- The average Facebook link post engagement rate is 0.14%.
- The average Facebook photo post engagement rate is 0.17%.
- The average Facebook status post engagement rate is 0.13%
Facebook marketing statistics
Most businesses post on Facebook as part of their social media strategies.
- 89% of marketers worldwide use Facebook to promote their businesses.
- 94% of B2C marketers use the platform for marketing purposes.
- Facebook advertising revenues are expected to top $127 billion by 2027.
- 200 million businesses create virtual storefronts using Meta Apps each month.
Facebook marketing can increase brand awareness and drive traffic to a company’s site.
- 58% of people say that they’ve visited a brand’s website after viewing its Facebook stories.
- 69% of marketers say that their Facebook marketing strategy increases brand exposure, and 52% say that it boosts traffic.
Facebook video statistics
Video content performs well on Facebook.
- 17.4% of Facebook posts include video content.
- Video posts have the second-highest engagement rate of all Facebook post types.
- Video viewing accounts for half of the total time users spend on Instagram and Facebook.
Video ads can effectively drive sales.
- More than two billion people watch Facebook video ads each month.
- Conversion rates for vertical video ads with audio are 29% higher than rates for other ad types on the platform.
Facebook statistics FAQ
What age group uses Facebook the most?
Nearly a quarter of Facebook users are between age 25 and 34, and just less than 62% of users are younger than 45.
Where do most Facebook users come from?
India has more Facebook users than any other country: 448.1 million monthly active users as of 2024.
Is Facebook still growing?
Yes. Facebook’s monthly active user count continues to rise. As of 2023, there were more than 3.07 billion Facebook users worldwide.
