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The most noteworthy Facebook stats of 2019: Demographic, Usage, Engagement and More

Yado Team – Social Media Marketing
10 December .  5 min read

To market your business successfully on Facebook, it is crucial to keep your finger on the pulse of its continually evolving demographic landscape and usage trends.

The following statistics highlight the latest facts about this social networking giant that can help you fine-tune your Facebook targeting efforts to reach a larger and more relevant audience.

Facebook popularity statistics

  • Facebook has almost two and a half million active users making it the largest social media network in terms of user base.
  • With over 616.4 million estimated organic monthly visits, Facebook is the third most visited website in the world behind Google and Youtube. Facebook messenger app is also one of the most popular apps in the Appstore. It ranks number 4 – behind Youtube, Instagram and Snapchat.

Facebook demographic statistics

  • According to the recent study, 7 in 10 American adults use Facebook – that’s a whopping 69% of the US population. Unless you count Youtube (which is, strictly speaking, a video-sharing platform), Facebook is the most used social media network in the United States. Interestingly, however, only 10% of Facebook’s total audience is in the US or Canada yet these countries generate almost 50% of its advertising revenue.
  • Facebook now has 241 million active users in India bypassing US user count by a million and making India the country with its largest user base. Moreover, this number is expected to continue rising and reach 320 million by 2021. To accommodate for the growing user base, Facebook penetration rate in India is expected to increase from 15% in 2016 to 23% in 2021.
  • Over half of American teenagers use Facebook, but it is no longer the most used social media platform amongst this age group. Interestingly, lower-income teens (yearly household income of $30 000 or less) are more likely to use the network than higher-income teens (<$75 000).
  • Senior citizens in the US are the fastest growing cohort of Facebook users. In the year 2018-2019, their ranks have increased from 26 % to 37%. This is a massive shift from the platform’s beginnings as a network for college students.

Facebook usage statistics

  • 74% of Facebook users can’t help but login to their facebook profile every single day. 51% frequent it a few times daily and only 9% do so less than once a week. This is hugely significant and shows just how committed the majority of FB users are to the network making them a promising audience for your marketing efforts.
  • On average, Facebook users spend 38 minutes per day interacting with the platform. In 2020, this is expected to drop to 37 daily minutes due to Facebook’s efforts to crack down on clickbait content and increase ‘time well spent’. Nevertheless, 37 minutes is still a great deal of time to engage with the platform giving brands ample opportunity to reach their audience.
  • Over half of the American adults get their news from Facebook making it one of businesses’ main go-to channels for product launch and other brand announcements.
  • 15 % of U.S. social media users make purchases through Facebook making it is the second most popular social media shopping outlet. It is surpassed only by Pinterest which attracts a whopping 47% of shoppers.
  • Facebook has over 300 million of its users viewing or sharing content on Facebook Stories on a daily basis. Facebook Stories are positioned right at the top of the screen making it an excellent content distribution channel for businesses who struggle to gauge engagement via Facebook News Feed.
  • 1.4 billion Facebook users engage through Facebook Groups. This is hugely significant, especially when you take into account that you do not need to spend a dime to promote your brand in groups. However, it is important to remember that the main idea behind facebook groups is building a community around a common interest and bringing value to other members. Facebook research shows that users in the 18-24 group do not mind brands posting in groups provided they bring real value to the users.
  • In the past year, 42% of FB users took a break from using the network for a few weeks or longer. Considered in the context of growing overall popularity, this should not detract businesses from using the platform as their promotion channel. However, it is always a good idea to use more than one social media platform to buffer against usage fluctuations and maximize reach.
  • In a month, an average Facebook user likes 13 posts, makes 5 comments and 1 post share making the platform a goldmine of potential engagement for your brand.

Facebook business and ad stats

  • 90 million small businesses use the platform as their online marketing vehicle but only 24.6% of the pages use paid advertising. Although organic reach through Facebook is undoubtedly more time-consuming and less effective, it is still a viable promotion method for start-ups and businesses on a low advertising budget.
  • In the second quarter of 2019, the average price per ad fell by 4% while the number of ad impressions rose by 33%. – some great news for marketers who frequently run advertising campaigns on Facebook.
  • 94 percent of Facebook’s advertising revenue is generated via mobile meaning desktop-generated revenue accounts for only 6%. However, you should not rush to divert all of your ad spending to mobile format since most conversions still happen on desktop.
  • In the first quarter of 2019, Facebook accounted for 80.4% of all US social referral traffic to e-commerce sites followed by Instagram (10.7%) and Pinterest (8.2%). If you want to get your share out of this 80,4 %, you must get to grips with Facebook targeting options to make sure your campaigns attract the right visitors i.e. the ones who are most likely to convert into your paying customers.
  • Facebook generates 40% of annual digital display which accounts for 75% of the whole social media advertising market, and the revenue keeps growing at an exponential 28% rate year-over-year. This indicates that marketers understand the value of Facebook advertising for growing their brand awareness and generating conversion-oriented leads.
  • An average Facebook user clicks on 11 ads per month with women clicking on more ads than men.

Facebook engagement statistics

  • The average engagement rate per post on Facebook is 3,6% making it an excellent medium for spreading your reach and growing a dedicated community around your brand.
  • The average organic reach per Facebook post is 5,5% which is down by 2.2% from the past year. For maximum impact, it is best to supplement your organic growth strategy with ads and boosted posts.
  • 60% of US adults who consume digital video content access it through Facebook making it the second most popular platform (after Youtube, that is) to watch digital video in the United States. Moreover, video posts published on Facebook accrue almost twice as much engagement (6.13%) compared to the overall engagement rate for all types of posts (3.6%).

As the largest social media platform, Facebook continues to be a lucrative online marketing hub for both established and emerging businesses across all industries. Despite a sizable decline in organic reach prospects as well as diminished traction with teenagers, brands are still pouring money into advertising on the platform thanks to its remarkable targeting capabilities. No matter what industry or niche you are in, keeping up with Facebook trends will help you get the most out of what this networking giant has to offer

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