The Facebook Demographics Every Marketer Should Know

May 15, 2023

Marketing News

The Facebook Demographics Every Marketer Should Know

As a social media platform, Facebook has stood the test of time. Despite the constant change in trends, user behaviour and content preferences, it has continued to remain at the top of the social media leaderboard. Given this, what are the Facebook demographics to know for 2023?

But with the rise in competition coming from platforms like TikTok, how do marketers know if their audience are even still using Facebook? Facebook demographics are a foolproof way to know if you still have some form of standing on the platform or if it’s time to try your luck elsewhere. This blog will get you up to speed with the latest Facebook demographics, covering all you need to know about users, usage, and advertising on Facebook in 2023.

Facebook demographics: Users

As the third most visited website on the internet – following Google and YouTube – it’s safe to say there are a fair few people visiting Facebook, daily, but who are they and what is their purpose for visiting? 

1. Facebook has nearly 3 billion monthly active users

By Q3 of 2022, Facebook’s number of monthly active users increased to 2.96 billion. Though adoption has slowed down, usage is on the up, putting the platform in good stead for hitting the 3 billion mark. It is also important to note that 67.5% of these monthly active users are active every day. This means that there are potentially billions of people that your brand could reach every day.

2. Messaging friends and family is the top activity on Facebook

71% of users say they use Facebook to message friends and family, particularly if that family lives overseas. Other popular activities include photo sharing/posting (62.9%) and keeping up to date with events (59.5%).

3. India leads in total Facebook users

India boasts a total of 329 million Facebook users. That’s 23.88% of their entire 1.38 billion population. It might feel like they lead in everything, but the US and Canada only make up 10% of total Facebook users. 

In-keeping with country specifics, 66% of the UK population are Facebook users, while a whopping 71.43% of the US population are, too. 

4. Users aged 65 and over are the platform’s fastest growing demographic

A study conducted by the Pew Research Centre found that of all the Facebook demographics, those aged 65 or older grew the most between 2018 and 2019, from 26% to nearly 40%. Millennials and Baby Boomers only rose by 2%, while Gen X actually decreased by 2%. 

Speaking of millennials, an estimated 84% of millennials are active users of the social platform, making them the largest audience. 

5. Facebook is the most popular social media platform for men and women aged 35-44

This might not come as a surprise to most of you, since it feels like nearly every mum on the planet has a Facebook account to share pictures of their children and holidays on.

Facebook demographics: Ads

The world of Facebook ads is ever-expanding and 2023 is no exception. Read on to find out more about the current advertising statistics and trends. 

1. 93% of social media marketers use Facebook ads

Facebook ads are essential for most marketing strategies, internationally. As previously mentioned, billions of users worldwide flock to Facebook so it makes sense for marketers to expand their efforts through the platform.

2. 56.6% of Facebook’s ad audience are men

The largest Facebook ad audience in 2021 was men aged between 25-34, accounting for 19% of total reach. Men aged between 18-24 make up 15%, while women aged between 24-35 account for 13%. 

3. Facebook ads see an average click-through rate (CTR) of 0.90%

According to a WordStream study Facebook ads get a CTR of 0.90% across all industries. Having said that, it does vary industry by industry, with retail, legal, apparel, beauty and fitness seeing a CTR of 1%.

In addition to this the average cost per click (CPC) for Facebook ads across all industries is £1.31. The industry with the highest CPC is Finance and Insurance with £2.88, while the industry with the lowest CPC is apparel with £0.34. 

4. The average conversion rate across industries is 9.21%

Facebook is the leading social media platform when it comes to conversion rates, with Google Ads trailing in second place with a rate of 3.75%. Again, specifics depend on your industry, with Fitness, Education and Healthcare sectors seeing significantly higher conversion rates than others.

Needless to say with such high conversion rates and low CPC, marketing on Facebook yields high returns, placing it at the top of the leaderboard for highest ROI generated. 

5. Over 1 billion people use Facebook Marketplace 

The buy-and-sell element to Facebook has grown substantially since its launch in 2016 and is now used by over 1 billion people worldwide. Expanding upon this in 2020, Facebook then launched Shops in an attempt to cater more towards the ecommerce world. With online shopping becoming more commonplace, Facebook users have 250 million stores to choose from, with an average of 1 million people using the feature on a monthly basis.

6. 94% of ad revenue is from mobile users

“Facebook really is a mobile app” said Zuckerberg and that doesn’t seem to be changing any time soon. From an estimated 34.45 billion in mobile ads, to 113 billion USD in 2022. 

This leads us into exploring Facebook as a mobile-first platform.

Facebook demographics by device

1. Most people access Facebook from a mobile device

97.4% of Facebook users access Facebook from any type of mobile device. Moreover, 68.7% of users exclusively use their mobile phones to access Facebook, indicating how much of an overwhelming preference there is for accessing the platform via mobile, therefore, how important it is for Facebook to optimise for mobile devices. 

Brands should keep this in mind when developing a content strategy for Facebook.

2. Only 2.6% of users exclusively use computers to access Facebook

This is quite a stark difference compared to those whose preference is a mobile device to access the platform. 

3. If you’re using Facebook, you’re more than likely to use the other apps in Meta’s family

Along with Facebook, Meta has a lot of other successful apps under its belt that you are most likely already using. 

  1. 74.7% of Facebook users also use YouTube
  2. 72.2% of Facebook users also use WhatsApp
  3. 78.1% of Facebook users also use Instagram

It was also found that Facebook users are least likely to use TikTok and Snapchat, two platforms that generally attract a younger audience. 

4. Facebook mobile users spend 57 minutes on the app per day 

This translates to an average of 28 hours every month and 14 days every year.

If your audience still frequent Facebook, hiring the help of a Facebook marketing agency is a great way to boost and manage your presence on the platform and ensure you are reaching the relevant people.


What is the largest Facebook demographic?

As of January 2023, it was found that men aged between 25-34 made up Facebook’s largest audience, accounting for 17.6% of total global users. 

What are the Facebook gender demographics?

In 2023, 56.5% of Facebook users are men, while 43.5% are women. 

What are Facebook’s age demographics?

18-24 years old = 18.1%
25-34 years old = 25.7%
35-44 years old = 18.1%
45-54 years old = 13.6%

Which country uses Facebook the most?

India has the most Facebook users globally, with 329 million users.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blog.

@ Socially Powerful


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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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