30 Facebook demographics marketers need to know in 2025

With just over 3 billion monthly active users, Facebook continues to be the largest social media platform in the world. But what do we really know about the people that make up this massive user base? How deep does your Facebook demographics knowledge go?

To help you navigate this, we spoke to 3 social media experts on their top tips for using Facebook demographics to inform your strategy.

Understanding the demographics of Facebook users is key to creating a successful digital marketing strategy on the platform. With that in mind, let’s dive into some of the most important Facebook statistics and demographic information you need to know this year.

General Facebook demographics

Here’s a look at some general Facebook demographics that marketers should know in 2025.

Facebook has the most users in common with Instagram, WhatsApp, and YouTube

According to the 2025 DataReportal global report, 77.9% of Facebook users are also on Instagram, while a tied 73.6% of users are also on WhatsApp and YouTube. Considering Facebook, Instagram, and WhatsApp are all under the Meta umbrella, it makes sense that all three platforms have so many users in common.

Facebook has 2.1 billion daily active users

With 2.1 billion daily active users, that means around a quarter of the world’s entire population is checking their Facebook app daily.

Facebook monthly active users surpasses 3 billion

According to Statista, Facebook sees just over 3 billion monthly active users.

Facebook removed more than 3 billion fake accounts in 2024

Facebook regularly removes fake accounts from its platform, removing over 3 billion just across the year 2024.

Half of Facebook’s users regularly get their news from the platform

48% of Facebook users typically use the platform to get their news. Data shows that 50% of its users lean politically to the right and 43% lean to the left.

138.9 million Facebook (and Instagram) Reels are played every minute

There’s no slowing down video content. Facebook Reels are consistently growing in popularity. In one single minute, over 100 million Reels are played across both Facebook and Instagram platforms.

Facebook demographics by geography

Tap into Facebook’s target audience demographics across the globe.

Facebook is the most popular social media platform in the United States

Facebook accounts for around 45% of all social media site visits in the United States, making it the most used platform by far. Pinterest and Instagram rank second and third, respectively.

Facebook has over 250 million users in the U.S.

Facebook’s American user base continues to grow at a rate of around 5% per year. With 250 million users in 2024, this means the user base is expected to grow to 262 million by 2028.

More than 81% of the UK population uses Facebook

Over 81% of the entire UK population are active Facebook users. Out of the total estimated UK population of 68.35 million, approximately 55.9 million people use Facebook — making up approximately 81.78% of the total UK population.

India has the highest concentration of Facebook users

With over 378 million users, India has the most Facebook users of any country in the world. In fact, if the number of Facebook users in India were a country, it would be ranked third in terms of population worldwide. Other top markets for Facebook usage include the United States (193.8 million users), Indonesia (119.05 million users), and Brazil (112.55 million users).

The majority of Meta’s ad revenue comes from the U.S. and Canada

According to Meta’s own data metrics, 44% of Facebook advertising revenue came from the U.S. and Canada in Q4 2024, despite the majority of the platform’s user base residing in other parts of the world.

The most popular Facebook pages in the U.S. are NBC Olympics & Paralympics and LADbible

Of the top 20 pages on Facebook, the most popular were NBC Olympics & Paralympics and LADbible, with 132.4 million and 123 million content viewers.

The top twenty pages combined accounted for 0.8% of all US content views in Q3 of 2024.

Facebook age demographics

Here’s a quick breakdown of Facebook demographics by age.

31.1% of Facebook’s user base is aged 25-34

Nearly a third of Facebook’s user base worldwide is between the ages of 25 and 34. This means older Gen Zers and younger Millennials are some of the biggest Facebook users. Second are 18-24 year-olds at 23%, and third are 35-44 year-olds at 20.2%.

Most Facebook Messenger users are between 25-34 years old

Similar to Facebook’s overall audience demographics, the largest age group for Messenger users in the U.S. is between 25 and 34 years old, making up 23% of all users. The second-largest age group is 35-44 year-olds, accounting for 21% of Messenger’s audience.

32% of teens say they use Facebook

Facebook is just the fifth most used social media network by teens, falling behind YouTube (90% of teens use this platform), TikTok (63%), Instagram (61%), and Snapchat (55%). Just under one-third of teens are on Facebook.

Just 2 in 10 teens visit Facebook daily

Teen usage of Facebook has consistently decreased, with just one-fifth of teens saying they access the site daily.

Teens in low-income households use Facebook more

Despite a decline in overall teen usage, Facebook remains more popular among teens from households earning less than $30,000 a year. 45% of teens in this income bracket report using Facebook, compared to only 29% of those from households earning over $75,000 annually.

Millennials and Baby Boomers are the most active Facebook users

According to one survey, 29% of Millennials and Baby Boomers access Facebook weekly. Right behind that, 26% Gen X users, followed by 13% of Gen Z users check their Facebooks each week.

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Facebook gender demographics

Understand how Facebook users across genders interact with the platform.

More than 56% of Facebook users are male

According to recent data from Statista, 56.8% of Facebook users identify as male, while 43.2% identify as female. This dataset does not account for non-binary users, but it still gives us a good general understanding of the gender breakdown on Facebook.

Women consume more news on Facebook than men

60% of women get their news from Facebook, whereas men prefer platforms like Reddit (68%), X/Twitter (64%), and Rumble (60%).

Men aged 25-34 make up Facebook’s largest audience

Data shows that men between the ages of 25 and 34 make up Facebook’s largest audience, accounting for 18.4% of global users. It’s also worth noting that men aged 18 to 24 are Facebook’s second-largest audience base at 13.5%.

54.6% of women in the U.S. use Facebook Messenger

Women comprise the majority of Facebook Messenger users in the U.S., accounting for 54.6% of the total user base.

Facebook demographics by industry

Discover how different industries are impacted by Facebook demographics.

Legal and retail industries see the best Facebook ads CTR

The legal and retail industries see the best click-through rate with their Facebook ads at 1.61% and 1.59%, respectively. Next is apparel (1.24%), followed by beauty (1.16%) and technology (1.04%).

Apparel and travel & hospitality industries see the best Facebook ads CPC

The apparel and travel & hospitality industries see the lowest cost per click with their Facebook ads at $0.45 and $0.63, respectively. Next is retail ($0.70), followed by education ($1.06) healthcare, and legal (tied at $1.32).

Fitness and education industries see the best Facebook ads CVR

The fitness and education industries see the highest conversion rates with their Facebook ads at 14.29% and 13.58%, respectively. Next is employment & job training (11.73%), followed by healthcare (11%) and real estate (10.68%).

Facebook demographics by education and income

Learn more about the education and income levels of Facebook’s users.

College graduates are more likely to use Facebook

70% of U.S. adults who have a college degree are on Facebook compared to 63% of those who just have a high school diploma.

The biggest income bracket for Facebook users is $70K-99K

Facebook user income is broken down as:

• 63% of U.S. adults who make $30,000 or less are on Facebook
• 70% of U.S. adults who make $30,000-69,999
• 74% of U.S. adults who make $70,000-99,999
• 68% of U.S. adults who make $100,000+

Facebook device usage demographics

Facebook is the fourth most downloaded social mobile app

Excluding mobile games from the data, Facebook is the fourth most downloaded mobile app, following TikTok, Instagram, and WhatsApp Messenger. Threads (another Meta-run app) sits at number five.

The average user spends 17 hours and 17 minutes on the Facebook app each month

The Facebook app is seeing a lot of action, with the average Android user worldwide spending 17 hours and 17 minutes on the mobile app. The top countries based on mobile app usage statistics are Egypt (27 hours, 59 minutes), the United Arab Emirates (27 hours, 36 minutes), and the Philippines (23 hours, 34 minutes), while Mexico trails slightly behind at 17 hours, 55 minutes.

The average user opens the Facebook app 280.2 times per month

The average Android user worldwide opens the Facebook app on their mobile devices 280.2 times per month. The top countries based on app opens are, again, Egypt (535.2 opens), the United Arab Emirates (489 opens), and the Philippines (423.3 opens).

How to use Facebook demographics to inform your strategy, according to the experts

Knowing the demographics of each platform helps you tailor your social media strategy to the users on that platform. For example, your Facebook audience is going to vary slightly from your LinkedIn audience.

Learn how you can take the demographic information we’ve collected in this article and use it to inform your strategy and content creation.

Tailor your content to specific age groups

Knowing the age ranges of Facebook users helps you to create the types of content that appeals to each generation best.

Jayant Surana, Marketing Manager at Everyday Delta, shares, “Facebook has a higher proportion of a mature audience aged 25-54 than other sites, so our content method changes to become more informative and reliable. With younger demographics, we concentrate on punchy visual content that grabs attention within seconds.”

Surana continues, “The fine line is being able to know when to make content read like a conversation and when to shift to a more informative, expert tone, something we’ve watched unfold in real-time as we observe the highest engagement rate spikes when the tone is right.”

Use geographic demographics to localize campaigns

You also want to pay attention to the location that users on each platform are from. Make sure it matches your target audience, as well as ensuring your content makes sense for each geographic area you target.

Nick Spivak, Head of Business Development at IT Monks, says, “Geographic data plays a big role. If a business sees most of its traffic coming from North America, we optimize the site speed for those regions and ensure that the content speaks directly to local expectations.”

Spivak continues, “If the audience is international, we work on multilingual setups and ensure that payment gateways fit different markets.”

Optimize ads based on device usage

Pay attention to how people access the platform. Knowing that people spend so much time in the Facebook app tells you that you need to cater your content towards mobile devices.

Sheraz Ali, Founder of HARO Agency, explains, “Intelligent marketers don’t merely gather demographic information — they make it meaningful.”

“We learned that 82% of our target audience viewed Facebook on mobile devices while commuting by examining device usage habits. This prompted us to develop shorter, visually compelling content optimized for mobile viewing, which increased Facebook engagement by 94%”

Facebook demographics FAQ

How do you find Facebook demographics​?

To find Facebook demographics, you can conduct a quick online search to discover which people are using this social network the most. Or, take advantage of a roundup of data like we’ve compiled above so that you know who to target with your Facebook marketing strategy.

What is Facebook’s main demographic?

Facebook’s biggest group of people is male users aged 25-34. This is followed by male users aged 18-24, then female users aged 25-34.

Which generation uses Facebook the most?

Millennials and Baby Boomers appear to use Facebook the most.

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