Facebook renamed to Meta in 2021, and it now serves as Facebook’s parent corporation, overseeing Instagram, WhatsApp, and Messenger. Meta’s Family of Apps refers to these four apps.
For marketers, this implies that Facebook now considers itself to be part of a network of apps, but there’s no excuse not to drill down into the specifics of what makes Facebook tick.
Continue reading to learn about the key Facebook demographics that will be important to social media marketers in 2022.
If you understand Facebook demographics well, you can develop an effective social marketing plan, with 2.82 billion daily active users.
19 Facebook user demographics you need to know in 2022
Meta’s total revenue is $117.9 billion
Not bad for a corporate that began in a dorm room at Harvard! Meta’s Family of Apps generated $115.6 billion of this revenue.
Not content with owning some of the world’s most popular applications, besides, Meta is also actively investing in Reality Labs which manufactures augmented reality and virtual reality hardware and software. This segment of the company generated $2.2 billion in sales in 2021.
Meta’s revenue has increased by 3086% since 2011
In 2011, the company was still Facebook, and it had expanded tremendously from the days of poking individuals on your friends’ list. Since then, Facebook/Meta’s revenue has increased by 3086%, from $3.7 billion to $117.9 billion.
In Q4 2021, $15 billion of Meta’s ad revenue came from the US and Canada
Kerching! Another $8.1 billion was contributed by Europe, $6.1 billion by Asia-Pacific, and $3.2 billion by the rest of the globe. Something to consider while you are creating Facebook ad campaigns.
Source: Meta
2.82 billion people log into Meta’s Family of Apps daily
Yes, Facebook is included, and this figure has only grown quarter after quarter as more individuals discover the utility in scrolling through many social media sites, for instance, Facebook, Instagram, WhatsApp, and Messenger.
Source: Meta
Asia-Pacific has the highest number of Facebook daily active users (DAUs)
In the fourth quarter of 2021, 806 million users in that region logged into Facebook. In Europe, 309 million users checked their Facebook account on a daily basis, while 195 million people did the same in the United States and Canada.
The worldwide average revenue per user on Facebook is $11.57
The average revenue per user (ARPU) number is significant since it reveals Facebook how much money they generate from its users. In 2021, Facebook’s ARPU increased by 15.7% over the previous year.
In the fourth quarter of 2021, Facebook’s ARPU was greatest in the United States and Canada, with the average revenue per user earning Facebook a cool $60.57. Asia-Pacific, on the other hand, had the lowest ARPU at $4.89.
What’s striking here is that Asia-Pacific has the biggest number of Facebook users, yet the company makes the least revenue from this demographic.
If you’re using Facebook, you’re more than likely to use the other apps in Meta’s Family
Meta’s other applications in its Family are popular among Facebook users.
- YouTube is about 74.7 percent of Facebook users.
- WhatsApp is about 72.2 percent of Facebook users.
- Instagram is about 78.1 percent of Facebook users.
According to our findings, Facebook users are the slightly less likely to also use TikTok and Snapchat, two services that normally appeal to a younger demographic.
Facebook is the most popular social media network for men and women aged 35-44
That’s correct. Older millennials are addicted to Facebook. This group was most likely an early adopter of Facebook in a post-Myspace world, and they continued to use and favor the site as they grew older.
Facebook is the least popular social media network among women aged 16 to 24, with only 7.3 percent of those polled naming it as their favorite.
56.6% of Facebook’s ad audience are men
When it comes to male and female Facebook demographics, it’s worth noting that males account for more than half of Facebook’s ad audience, with women accounting for the remaining 43.4 percent of Facebook demographics in advertising .
70% of US adults use Facebook
No other major site comes close to this level of utilization, with the exception of YouTube.
According to Pew Research, 80% of Americans use it.
49% of Americans say that they visit the social media platform several times a day
Repeat visits increase the likelihood of seeing an ad campaign, which is a big driver of Facebook’s growing revenue.
Do you need more Facebook marketing advice in your life? Check out Facebook Stats That Will Be Important in 2022.
Facebook usage is an even split between Democrats and Republicans
72 percent of Democrats and 68 percent of Republicans use Facebook, with Democrats more likely to use other social media sites such as Instagram (40 percent), Twitter (32 percent), and WhatsApp (30 percent ).
In terms of marketing, this implies that the liberal demographic is more tech-savvy and can be reached in more places online than their more conservative counterparts.
Source: Pew Research Center
Men aged 25-34 hold the biggest share of advertising reach on Facebook
If you want to execute Facebook ad campaigns, you’ll need to know who you’re targeting. It’s indicated that males aged 25 to 34 account for 18.4 percent of Facebook’s ad audience. Besides, women in the same age range make up 12.6 percent.
Men and women ages 13-17, as well as seniors aged 65 and over, had the lowest ad reach.
India is the country with the most extensive advertising reach
America was closely followed by Indonesia, Brazil, and Mexico. The United Kingdom is the first European country on the list, followed by Turkey and France.
In India, Facebook advertisements reach 30.1 percent of the population aged 13 and above, whereas ads reach 63.7 percent of the same age group in the United States.
The Facebook app was downloaded 47 million times in America throughout 2021
This is an 11 percent drop from prior years. Facebook was the fourth most popular app after other popular sites, for instance, Snapchat, Instagram, and TikTok—all video-centric applications.
Could this be the reason Facebook recently launched Facebook Reels in 150 countries?
For marketers, there are constant indications that video is the future of social media. The popularity of TikTok and Reels on both Instagram and Facebook confirms this.
Source: eMarketer
Over 1 billion people use Facebook Marketplace
Craigslist, farewell! Hello there, Facebook Marketplace. Since its inception in 2016, Facebook’s buy-and-sell feature has developed significantly, and over 1 billion people globally is currently using it.
There are over 250 million stores on Facebook Shops
Facebook is making inroads into the retail space, launching Shops in 2020. Besides, it also offers its users access to a quarter-billion merchants.
Moreover, shopping is getting increasingly popular on Facebook, with an estimated one million individuals using Facebook Shops monthly.
Bullying and harassment on the platform is in decline
Do not use social media to make others feel horrible about themselves.
Fortunately, it appears that Meta takes bullying and harassment seriously, reporting that for every 10,000 content views, around 10-11 views involve bullying. In addition, the company stated that in 2021, they took action on over 34 million posts that violated its community standards and policy documents.