Facebook represents a huge potential market for your social media efforts, but it is becoming increasingly difficult to stand out from the crowd. The following statistics highlight some relevant Facebook facts and can ultimately help you to navigate it better, increasing your return on investment (ROI) and leading to greater marketing success. According to SEC filing, for the first time, Facebook’s U.S. ad revenue will be larger than the biggest traditional media companies trailing only behind Google. Facebook released the fourth quarter 2017 results on January 31, 2018. We just updated our report as soon as these numbers were updated. Register to be notified of the updated information as soon as it is released.
Updated February 16, 2018
- Worldwide, there are over 2.13 billion monthly active Facebook users for Q4 2017 (Facebook MAUs) which is a 14 percent increase year over year. (Source: Facebook 01/31/18) What this means for you: In case you had any lingering doubts, statistically, Facebook is too big to ignore.
- There are 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year. (Source: Facebook as of 2/01/17) This is hugely significant and shows the dramatic growth of mobile traffic on Facebook. Please note that this was the last official division received in IR press releases of a delineation of mobile DAU from other metrics. Mobile advertising revenue is reported and according to Facebook, it represented approximately 88 percent of advertising revenue for Q3 2017 up from 84 percent in Q3 2016.
- 1.40 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for December 2017, which represents a 14 percent increase year over year (Source: Facebook as 01/31/17). Sixty-six percent of Facebook’s audience would be considered DAU versus Monthly Active Users (MAU). The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.
- There are 1.74 billion mobile active users (Mobile Facebook MAU) for December 2016 which is an increase of 21% year-over-year (Source: Facebook as of 02/01/17).
- On average, the Like and Share Buttons are viewed across almost 10 million websites daily. (Source: Facebook as of 10/2/2014)
- In Europe, over 307 million people are on Facebook. (Source: Search Engine Journal) The Takeaway: This isn’t just a U.S. phenomenon – a worldwide market is available via Facebook.
- Age 25 to 34, at 29.7% of users, is the most common age demographic. (Source:Emarketer 2012) What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the chance to engage these key consumers on Facebook.
- Five new profiles are created every second. (Source: ALLFacebook 2012) The Implication: Your potential audience on Facebook is growing exponentially.
- Facebook users are 76% female (out of 100% of all females) and 66% male (out of 100% of all males). This is stat is one that you really have to think about because it’s comparing the percentage of all females against the percentage of all males who are on Facebook. Sorry for the confusion. To dig a little deeper take a look at this study which does a much better job at explaining the nuances – Source: Brandwatch – https://www.brandwatch.com/2015/01/men-vs-women-active-social-media/) The Takeaway: Since this isn’t a large statistical difference, you should be able to effectively reach both genders on Facebook.
- Highest traffic occurs mid-week between 1 to 3 pm. (Source: Bit.ly blog) On another note, a Facebook post at 7pm will result in more clicks on average than posting at 8pm (Source: Forbes). Go figure. How this can help you: You have the potential to reach more consumers and drive higher traffic to your site during peak usage times, but people may be more likely to be more engaged in the evenings. This statistic may be a factor when you are planning social communication scheduling. (Also consider that Facebook has a global audience, so you may want to plan around the time zone of your key market.)
- On Thursdays and Fridays, engagement is 18% higher. (Source: Bit.ly blog) The Implication: Again, use this information to determine when to post in order to optimize your social media marketing efforts.
- There are 83 million fake profiles. (Source: CNN) The Takeaway: Nothing is perfect, so always remain thoughtful and strategic in your efforts. Also, fake or not, these are still potential consumers. There are various reasons for fake profiles, including professionals doing testing and research, and people who want to segment their Facebook use more than is possible with one account.
- Photo uploads total 300 million per day. (Source: Gizmodo) The Implication: Again, this is an indication of engaged users; also, it is an indication that there are a lot of photos, as well as other information, competing for users’ attention, so target your efforts strategically.
- Average time spent per Facebook visit is 20 minutes. (Source: Infodocket) What this means for you: You could have a short time period to make your impression, so use it wisely with relevant, interesting and unique posts and offers in order to get the most return on your efforts.
- Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) The Implication: Again, there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part matter.
- 4.75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012. (Source: Facebook)
- 50% of 18-24 year-olds go on Facebook when they wake up. (Source: The Social Skinny) What this means for you: Facebook is important to these users, and potentially, if done correctly, so is the content you post on it.
- One in five page views in the United States occurs on Facebook. (Source: Infodocket 2012) How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it.
- 42% of marketers report that Facebook is critical or important to their business. (Source: State of Inbound Marketing 2012 The Takeaway: This is a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd.
- 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.
Thought to take with you: At 2.07 billion, Facebook has more monthly active users than WhatsApp (500 million), Twitter (284 million) and Instagram (200 million)—combined (Source: CNBC). Please note that this is no longer true. Instagram now has over 600 million users according to Instagram’s report December 21, 2016. Facebook continues to reign in popularity over other social media channels, but the competition is mounting.
To learn more about Facebook statistics you’ll love the information from Facebook themselves (https://investor.fb.com/investor-news/press-release-details/2018/Facebook-Reports-Fourth-Quarter-and-Full-Year-2017-Results/default.aspx).
About Dan Noyes
Dan started his advertising and public relations career in Washington, DC with Ketchum, part of the Omnicom Group, before moving into digital marketing in the mid-1990s with a number of emerging growth companies around the world. Wanting to make a deeper commitment to a foundation of client-first and embodying a Whatever It Takes approach, Dan started Zephoria in early 2002 with a focus on search engine optimization, SEO friendly web development strategies, and eventually social media marketing. Dan trains and consults a number of large national brands including Rubbermaid, Bosch, Georgetown University, and a number of other highly recognized international brands. Click here to connect with Dan.
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