12 min read
Facebook has become a lifestyle for most social media users. When most Americans pick up their phones, the first thing they do is check their Facebook to see what is going on. This social media platform has effortlessly become part of our lives. Facebook has also rendered sharing of information easier, be it information on the politics of the day or your friends’ updates.
This article will explore reasons why Facebook is such a convenient source of information and why many people rely on it. Are there other platforms where you can connect with people or share your stories? Is there more than what Facebook currently offers? While we will try answering these questions, one thing is certain; no other company has managed to virtually connect as many people as Facebook has.
Businesses and marketers understand the magnitude of Facebook statistics; so much so that they have begun to restructure their social media marketing strategies accordingly. Today, millions of brands rely on Facebook to connect and engage with people. This is why it’s vital for every business brand and marketer to stay ahead of current Facebook trends if they want to maximize the ROI of their digital marketing strategies.
How Many People Use Facebook?
According to Facebook demographics, There were about 2.60 billion active users on Facebook every month as of 2020. If that demographic statistic does not blow your mind, 1.73 billion of these users visit the platform on a daily basis. These users are distributed across the company’s products, which include: Facebook, Instagram, Messenger, and WhatsApp. The company struck the 1 billion active users mark back in October 2012, and in 2017, it doubled the number to 2 billion users.
With Facebook’s massive audience, it is almost impossible for digital marketers to ignore it. What makes Facebook users a great potential audience for your marketing campaign is the fact that a significant majority of them visit the network on a daily basis. Facebook’s motto is therefore fitting, “Bringing the World Closer Together”. In the past 15 years since the launch of Facebook, the company has not only lived by its mantra, but it has also exploded in terms of popularity. The image below shows how many daily users there are by geographical area:
(Image Credit: Business Insider)
Facebook is the King of Social Media
Facebook has retained the title of the unbeaten champion in the world of social media. According to Statista, the platform is the world’s leading social media platform, with about 60.6% of all internet users.
The company has ruled the world of social media since its inception, and there is nothing stopping this giant digital media company. Of course, there are strong competitors such as Twitter and Snapchat, but Facebook will always stand strong among its competitors. It is the platform with the most active user base as people spend hours and days scrolling through their feeds. Facebook has managed to soar to these great heights due to its ability to meet user needs. For most users, Facebook is not just any other social media platform but a way of life.
The company has met all user expectations and further evolved to meet its users’ needs over the years. This is how Facebook has managed to maintain its title as the market’s leader while other platforms such as Bebo and MySpace launched and closed. Facebook has mastered the art of adapting to the changing needs of its user base.
FACTS:
- Roughly two-thirds of U.S. adults report that they are Facebook users.
- There are over 80 million small businesses using Facebook’s free business tools.
(HubSpot)
Facebook Advertising Revenue
The bulk of the company’s revenue is from ads due to its popularity among digital marketers and massive reach. During Q1 of 2020, Facebook registered $17.44 billion in advertisement revenue, which translates to about $6.95 per user. This ad revenue was 98.3% of the $17.737 billion revenue collected that quarter and a 17% increase from 2019 Q1.
Due to the effects of COVID-19, the company witnessed a significant drop in the demand for ads in March towards the end of the first quarter. You can see this by looking at the high advertisement revenues from the previous year’s final quarter and comparing the same with the first quarter of the subsequent year.
In Q4 of 2019, Facebook had recorded $20.736 billion in revenue, which dropped by 15.9% in Q1 of 2020. By comparison, Q1 2019 ad revenue had dropped by 10.4% from Q4 2018. Despite the desperate situation created by COVID-19, the company reports that all is not lost, and data collected in April of 2020 show that demand for ads seems to be getting back to normal.
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The Use of Facebook Pages
Over 80 million small businesses across the world have Facebook pages according to Facebook demographics. A business Facebook page is a social media platform where you can share your business’ name, contact details, address, and description of your brand’s offerings, be it services or products. A Facebook page helps you boost the online presence and visibility of your business.
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The benefits associated with having a Facebook page is what inspires most business owners to open one for themselves. Some of these benefits include having access to the world’s largest community, connecting with people, and building an audience that is interested in what your brand offers, and people can find out what your business offers with ease and even get in touch.
A Facebook page offers a platform where you can showcase your offerings and where potential customers and clients can interact with your products and services hence strengthening customer relations. When potential customers post questions on your page, your team can respond to them, offering solutions to their problems, streamlining communication, and saving you time. For example:
This is a great platform for you to promote healthy customer relationships and boost your brand’s awareness.
Americans Facebook Users
Going by age group for Facebook about 69% of American adults claim to use Facebook, which is typically 7 out of every 10 Americans, according to Pew Research Center. The interesting statistic is that the share of the U.S population using Facebook has not changed in any significant way since 2018 despite the controversies over fake news, censorship, and privacy on social media, especially Facebook.
YouTube and Facebook are the most used social media spaces among adults in the United States. While these two platforms remain popular among adults, the younger generations do not appreciate Facebook as much since Instagram and Snapchat are the preferred choices among American young adults.
Over the past decade, the growth of social media among U.S users has been decreasing, but the number of users who claim to use platforms such as Pinterest, Facebook, and LinkedIn has remained unchanged. Instagram is the only platform that has grown considerably within the past decade.
With Facebook usage, age does not seem to be a significant differentiating factor among users. 68% of Americans age group for Facebook is between 50 and 64 years and half of the adults above 65 years claim to be active Facebook users. With Facebook as the preferred social media platform among American adults, it’s an invaluable tool for marketers targeting this specific market.
Facebook Popularity Among Young Adults
Contrary to the popular misconception, Facebook is still the dominant social media space among young adults. According to Statista, 65% of Facebook users are below the age of 35 years, which means they are either Millennials or Generation Z. The percentage of Facebook users by age also shows that young adults prefer using the same platform as their peers for effective communication. For example:
(Image Credit: Statista)
Despite the fact that other platforms such as Snapchat and Instagram are gaining popularity among the youth, Facebook is still a relevant social media platform among Gen Z and Millennials. With a clear understanding of the composition of the current Facebook users demographics, marketers can better strategize to benefit from the largest audience in the world to drive brand awareness.
Knowing the percentage of Facebook users by age among your target market is important as this helps you determine where to direct your marketing efforts. It enables you to narrow your focus closer to where your market is instead of wasting these efforts and resources marketing on spaces where your target market is not active.
Use of Mobile Devices Among Facebook Users
One of the factors that have contributed to Facebook’s success is its mobile-friendliness. The social media platform is accessible from any device with internet connectivity, including non-android and non-iOS devices. Facebook’s unlimited access via multiple mobile applications and mobile webs has given it a competitive edge against its competitors.
According to DataReportal, 96% of Facebook users access the platform using mobile devices, including phones and tablets. Are you surprised that just 4% of the current Facebook users log in using desktops? The company’s effort to optimize mobile compatibility is the reason why Facebook is the most downloaded app in the world. Here are a few more statistics on Facebook mobile phone usage:
(Image Credit: Statista)
Facebook, Messenger Lite, and Facebook Messenger rank as the topmost downloaded applications every month on Google Play Store. This statistic puts more emphasis on the importance of optimizing your marketing content for mobile compatibility. With user experience and comfort being a primary goal in today’s marketing world, mobile-friendliness is a factor marketers cannot afford to ignore.
Average Time Spent on Facebook
Users spend an average of 58.5 minutes every day browsing through Facebook feeds, according to Recode. This means that besides being the most popular social media platform, users frequent the platform multiple times a day. Whether you scroll at the grocery store while waiting in line or while on the train, you cannot deny that Facebook is a major part of your daily life.
When compared to other leading social media platforms, users spend as much time on Snapchat (49.5 minutes) and Instagram (53 minutes). Digital markers pay close attention to time spent on social media platforms because the more the time, the higher the chances that the target market will see the ads.
(Image Credit: Bitcoin Warrior)
In today’s marketing world, it’s a matter of who grabs the attention of the market and for how long, which is why you have to do so in the best manner possible. It is therefore important to have an understanding of how much time your target audience spends on the platform you intend to advertise on.
In 2018, Facebook launched a tool that helps users see the time they spend on the platform. You can also allot yourself time to spend on the app, and when it’s depleted, the tool gives you an automated reminder. This tool comes in handy when you feel like you are spending more time on the app than you should.
Why Do Marketers Love Facebook?
Facebook is popular among marketers simply because it’s the largest audience out there. According to Emarketer, 86% of marketers in the United States use Facebook for ad campaigns. This platform is a great place to start your ad campaign regardless of the size of your brand or business.
Facebook is optimized for all forms of ad content, which makes it a great starting point. Marketers not only use this great marketing vehicle to reach your business’ target market, but they also use it to interact with existing and potential customers with the objective of enhancing customer relations.
With Facebook, marketers can use ad content to refine their overall marketing strategy and target the audience in a more time-and-cost-efficient way.
FACTS:
- 18% of marketers currently use Facebook Groups.
- Over 1.6 billion people around the world are connected to a small business on Facebook.
(HubSpot)
Facebook and Product Discovery
This is a great place to connect people to your products and brand. You should remember that users do not use the platform to connect with others and share their stories only. Most of these users frequent the platform to quench their thirst for information and inspiration. In an attempt to make the customer’s life better, marketers can use this platform to solve some of their problems by offering the information, services, or products that they need.
This way, they will be in a position to increase the conversion rates of their Facebook ad campaigns. By taking time to understand what users are looking for on Facebook, marketers can help by making the search process easier, and businesses subsequently benefit in more sales.
Facebook Ads Are Shifting for the Better
As of the third quarter of 2019, Facebook ad impressions have surged by 37%, and the price of ads has reduced by 6% on average. This means you can lower your ad spending and maintain the same results or get more results with the same resources.
This growth was achieved by feeds and stories on both Facebook and Instagram. According to the company during its earnings conference, story ads monetize at a lower rate, which means it’s worth dedicating some efforts in creating ads for Instagram and Facebook stories.
According to Social Media Examiner in the 2019 Social Media Marketing Industry Report, marketers may be planning to invest less time in Facebook organic marketing, but most want to double the use of Messenger ads and Facebook ads. When you begin to notice the absence of organic ad content, it does not mean that the competition has disappeared – no, marketers are just changing their strategies.
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Diverse Age Group for Facebook Ads
According to Facebook age demographics 2019, more Silents (the mid-70s- early 90s) and boomers (mid-50s – mid-70s) adopted Facebook between 2015 and 2019. Businesses targeting these age groups can get high returns from their advertising efforts by focusing on Facebook ads. Generation X (early 40s – mid-50s) and Millennials (mid-20s – late 30s) comprise a large part of Facebook users. 74% of generation Z and 84% of millennials are on this social media platform. It’s important to know what age group uses Facebook the most. Here is a chart that can help you get a better idea of the different age groups using facebook:
(Image Credit: Statista)
Further, Facebook age demographics 2019 show that a large share of Facebook users is made up of generation Z, especially adults between 18 and 24 years, according to the Global State of Digital in 2019 Report. The problem with this age group is that it’s difficult to measure because it includes children under ten all the way to adults in their mid-20s.
Facebook Stories and Video Ads
Stories and video ads are taking dominance on Facebook as they are receiving more engagements compared to other forms of content. Video content attracts an engagement of 6.04%, link posts 2.78%, images 4.36%, and statuses 1.66%. In Facebook marketing, you should focus on creating video ads. Social Media Examiner reports that marketers are interested in YouTube and Facebook for video ads. Facebook has recently been pushing for the use of Story ads after discovering that when used together with placement optimization and new feed campaigns, ad performance can be improved by about 21%.
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FAQ’s
Facebook’s largest demographic is men and women between the ages of 25 and 35 years old. The smallest demographic for Facebook is the age group of 13-17 year olds.
The gender that uses facebook the most with a percentage of 54.7% is women. Men are not too far behind with 45.3%.
Facebook usage is still growing despite Tik Tok growing in fame. Every month in 2020 there were around 2.45 Billion users that would log onto Facebook every month.
The country that uses Facebook the most is India with 310 Billion users. Next, is the United States with 190 Billion users. Then, Indonesia with 140 Billion users. Those are the top three countries that use Facebook the most.
Facebook is not dying. There are still Billions of people that use it monthly and Millions that use it daily. It is an effective way to communicate with your friends and family. It is also a clever way to advertise to a target audience. Facebook isn’t going away any time soon.
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