Facebook is one of the biggest social networks on earth, and thus, one of the most preferred by marketers in 2020. With being the biggest comes a constant change from the platform itself, which brings marketers to always need to adapt and Facebook statistics.
In this article, we wanted to tell you the top 40 valuable Facebook statistics for 2020 and beyond.
Table of contents
Facebook general statistics that matter
1. Facebook has 2.41 billion monthly active users [Source]
People often ask, how many people are on Facebook or simply use Facebook, and here’s what we found.
Compared to 2018, Facebook has grown its monthly active users by 8%. This Facebook statistics alone should tell you the importance of Facebook for your 2020 marketing strategy. No other social network can deliver your content to that many people.
2. Facebook is currently the world’s third-most visited website [Source]
Although Google & Youtube are ahead, there’s a very big chance that when people go on their mobile phone or their desktop, they visit Facebook because it’s also the most searched query on Google.
3. Facebook is the fifth-most downloaded free app in the App Store [Source]
Again, although Youtube, Instagram and Snapchat are the most downloaded free mobile apps on the App Store, Facebook holds the position number 4 and 5 with respectively the Facebook messenger app & Facebook app. This shows again that people visit Facebook everywhere, on their phones and on their desktop.
4. Facebook will celebrate its 16th year in 2020 [Source]
In 16 years, Facebook has succeeded in truly becoming part of a lot of people’s habits. People now get their news, find their partners, learn about new products, and communicate with anybody they know or don’t yet know.
Facebook User Statistics That Matter
Statistics about Facebook usage, Facebook demographics, and much more.
5. 71% of American adults use Facebook [Source]
Facebook is the platform that has the most amount of American adults using its social network on a daily basis. YouTube reaches 74%, but we can’t say with certainty if it’s a social network. In comparison, Instagram has 38% and Twitter 23%.
The use of Facebook definitely varies based on gender, with 63% of men using the site compared to 75% of women. It also varies based on age groups:
- 18-24 (76%)
- 25–29: 84%
- 30–49: 79%
- 50–64: 68%
- 65+: 46%
Facebook’s audience is starting to be more and more focused on an older demographic, further proving our point.
According to Pew Research, Facebook went from having 71% of teens on their platform in 2015 to 51% in 2019. Furthermore, according to eMarketer, only 40.5% of 12-17-year-olds now use Facebook. They also expect that number to drop by 2022.
Facebook definitely doesn’t have the reach in teens it once had, but the extensive options of targeting in their advertising platform for Facebook, Instagram and their network truly make up for that fact.
7. Seniors are the fastest-growing group of Facebook users [Source]
Since teen’s usage of Facebook is dropping, eMarketer predicts Facebook should have a 7% growth in seniors using their platform. This demographic is rarely targeted and thus a good opportunity for Facebook.
Pew Research has similar findings. In 2019, they discovered that the biggest change was for the people born before 1945. The usage of Facebook by this age group went from 26% in 2018 to 37% in 2019. Millennials grew from 82% to 84% and Boomers from 59% to 60% while Gen X dipped from 76% to 74%.
8. 74% of high-income earners use Facebook [Source]
This Facebook statistic is awesome. Essentially, people making more than $75,000 per year prefer Facebook as a social network. Only Youtube has more high-income earners, with 83%. After Facebook, Linkedin has 49% of all high-income earners.
On top of that, Facebook is next to Youtube in terms of college graduates, with 74% of them using the platform, followed by Linkedin with 51%.
9. Only 10.1% of Facebook users are in the U.S. or Canada [Source]
Facebook is used 10.1% in U.S. & Canada, 15.9% in Europe and 41.5% in Asia-Pacific. The interesting thing is that 47.8% of Facebook’s ad revenue comes from the U.S. & Canada alone.
Furthermore, advertisers are spending almost half of their money on 10.1% of Facebook users. There is a lot of untapped potential in advertising in new markets and audiences on Facebook.
10. 13% of global active Facebook users are women ages 25–34 [Source]
The highest concentration of users remains with people between 18-44, and the biggest group is men between 25-34, representing 19% of all Facebook users.
For marketers, it just means that for reaching an 18+ audience, Facebook is probably the best network to use.
11. India has the most amount of Facebook users [Source]
India has over 300 million Facebook users as of January 2019. The United States is a bit behind with 210 million users in 2019.
For marketers, it means that expanding to new countries might be worthwhile for your company.
Facebook Usage Statistics That Matter
12. 74% of Facebook users log in daily [Source]
Almost all users of Facebook login every single day. 51% of Facebook users log in several times per day and only 9% of users log in less than once per week.
These statistics clearly demonstrate that if your brand is present on Facebook, you can gain a lot of visibility over and over again.
13. 96% of Facebook users access it on mobile [Source]
This means that you should optimize every content you publish for mobile. People access Facebook with the following percentage:
- Mobile: 95%
- Desktop & Laptop: 25%
- Tablet: 16%
- Feature phones: 1.2%
The percentage amounts to more than 100%, which means people access Facebook from multiple devices. This means to design your ad for all placements because you never know on which platform people will go.
14. At least 3% of Facebook profiles are fake [Source]
Facebook supposedly started taking care of fake accounts in 2018, but they still report that 3-4% of Facebook users have fake accounts. For marketers, it’s important to keep that in mind when looking at the interactions or the clicks, that, on 100, 3-4 were probably coming from fake accounts.
15. Facebook users spend 38 minutes per day using the platform [Source]
On average, people spend 38 minutes per day on Facebook, which means they scroll enough to see your Facebook ads or posts multiple times. eMarketer says that this will drop slightly in 2020 by 1 minute, but this shouldn’t change your Facebook marketing strategy.
16. 52% of American adults get news from Facebook [Source]
This is really interesting because it’s a growing sector of American adults that are now reaching new heights, growing from 43% in 2018 to more than 52% in 2019.
For marketers, there’s nothing much you can do except trying to be published in one of Facebook’s publisher’s list for the moment, but make sure you keep an eye for anything good.
17. 15% of U.S. social media users shop on Facebook [Source]
This metric is very interesting, although Pinterest has 47% of its users shopping, Facebook still holds second place. For marketers, it means promoting your products sometimes, because people do make buying decisions on Facebook itself.
18. 300 million people use Facebook Stories daily [Source]
Although it’s a smaller audience than the 500 million people who use Instagram Stories every day, Facebook still reaches a lot of people.
For marketers it means, switch up your creativity to adapt it to Facebook stories. Change the size, make it more interactive and keep activating it.
19. 1.4 billion people use Facebook Groups [Source]
For marketers, this means you should either create your group or leverage other groups to showcase your content. There are more than 10 million groups of Facebook, more than enough to find your audience.
20. An average Facebook user likes 13 posts per month [Source]
For marketers, this means you should create great content that makes people engage with your posts, because, on average, people like a post every two days.
Although this seems like a very low metric, you have to understand this is an average and some people might like 20 posts a day and others once a month. With 2.41 billion active users, there are approximately 31.33 billion likes per month.
21. 42% of users took a Facebook break in the last year [Source]
As you probably know, Facebook has had a lot of backlash in the past few years, mainly around their data and the election. This drove a lot of people to take a break from Facebook.
For marketers, this is nothing to worry about, but if you are only marketing on Facebook, you need to start diversifying your traffic sources.
22. International Women Day is the most talked about on Facebook [Source]
Big events like this one are interesting because they bring a large audience to Facebook. For marketers, it doesn’t mean to start promoting your content, but it means you can show your support to this day in an authentic way.
Facebook Business Statistics That Matter
23. 90 million small businesses use Facebook [Source]
And only 24.6% of those Facebook pages are using paid media which brings an awesome opportunity for you to start advertising on Facebook to grow your revenue.
24. 87.1% of U.S. marketers will use Facebook marketing in 2020 [Source]
According to eMarketer, the number of marketers using Facebook ads is continuously growing which means it’s getting saturated. What does it mean? Facebook is the biggest social network, you should advertise on the platform, but you should also diversify your advertising.
25. The average monthly change in page likes is just 0.13% [Source]
For marketers, it means it does take time to build your Facebook page likes with true followers. You might retarget people with page likes, or find some growth hacking methods, but page likes quality does matter a lot now that the organic reach plummeted.
Facebook Ads Statistics That Matter
26. The average cost per click is $1.72 [Source]
According to Wordstream, the average cost per click is $1.72 which gives you a good benchmark to measure your results against. Of course, the number changes according to the industry.
The most expensive click comes from the “finance & insurance” industry while the cheapest from the “apparel” industry. If you are paying above the industry average, maybe you should switch up your strategy?
27. The average price for an ad decreased by 4% in Q2 2019 [Source]
This is good news for advertisers since it means you get (slightly) more bang for your buck. More importantly, this is a change in the trend, which had seen Facebook ad prices increasing for some time.
28. The number of ad impressions increased by 33% [Source]
At the same time prices are dropping, impressions are rising. More good news for advertisers looking to reach a new audience on this social network.
29. An average Facebook user clicks on 11 ads per month [Source]
That represents one click every 3 days. It doesn’t mean like much, but remember that not all ads are optimized to receive clicks. Some want to get views, video views or engagement.
Another interesting fact, women click on more ads than men.
30. 94% of Facebook’s advertising revenue comes from the mobile [Source]
That’s up from 91% in Q2 2018. It means two things, advertisers are spending more on mobile and users are checking Facebook more on mobile.
31. Facebook accounts for 80.4% of U.S. social referral share to eCommerce sites [Source]
As you can see, it’s important to get engagement, but even more to get traffic from Facebook. For marketers, it means to make sure you have a link not too far in your post so people can visit your website. Isn’t it the goal?
32. Facebook earns 40% of annual digital display advertising revenue [Source]
Google has the next largest share at 12%. For mobile ads, Facebook gets 58%. This means you should absolutely have Facebook as part of your marketing strategy.
Facebook Page Statistics That Matter
32. The average engagement rate for Facebook posts is 3.6% [Source]
This is a nice benchmark to measure your engagement rate. If you run an agency this is also a nice benchmark to impress your clients and show them you are truly crushing it.
33. The average organic reach for a Facebook post is 5.5% [Source]
Again, this is another benchmark to measure your results against. Facebook page organics is slowly dying, it actually dropped 2.2% from the previous year. It’s becoming very important to leverage stories, groups, messenger as well as ads to stay afloat.
34. Best time to post on Facebook is weekdays 10 am to 3 pm [Source]
According to Sprout Social, the best time to post comes between 10 AM and 3 PM during the weekday. This might be relevant for your business, but remember to trust your own data.
Every business varies although you might find a similar pattern to Sprout Social’s data.
Facebook Video statistics That Matter
35. 60% of Americans who watch the digital video do so on Facebook [Source]
Facebook watches and videos are becoming more and more popular in the world.
Although Youtube is definitely at the top with 90% of digital video watchers, Facebook still holds a second spot, enough to motivate your brand to publish videos on Facebook. On the flipside, Instagram is currently the third spot with only 35% of digital video watchers.
36. The average engagement rate for Facebook video posts is 6.13% [Source]
Facebook video posts get an average engagement rate of 6.13% compared to 3.6% for posts in general on Facebook.
37. Mobile-first video drives 27% higher brand lift [Source]
This metric should convince you to start optimizing your videos for mobile. In fact, the mobile-first video represents more than 50% of Facebook’s video revenue.
38. 85% of people watch their videos without sound [Source]
This tells us an interesting story about the importance of subtitles. It doesn’t mean that what you say doesn’t matter, in fact, people love reading subtitles, but if your video doesn’t have subtitles you are missing out on a lot of viewers.
39. People spend 3 times more watching a Live video than normal videos [Source]
The engagement rate on live video is undeniable and this Facebook statistics clearly prove a point. If you are currently publishing videos on Facebook, you have to incorporate live videos in your strategy.
40. Video ad attention is 75% less for ages 18–24 than 65+ [Source]
This metric is interesting because it shows that if your video is geared towards a younger crowd, you need to focus on keeping them engaged way more than if your video was targeting an older crowd.
Facebook Statistics Bonus
- Facebook’s IPO raised $16B, the third-largest in history. [Source]
- Facebook spent $22.4B on acquisitions such as Instagram, Oculus, etc. [Source]
- Facebook has 33,606 employees [Source]
- Facebook is valued at $94.8B [Source]
BONUS #1 – Facebook Ads Metrics That Matter
1. Cost per link click
This metric represents the amount of money you pay for every link click, meaning clicks to your website, for a certain period. Make sure to not look at “Cost Per Click”, because those include people clicking anywhere on your post. For example, clicking on the LIKE button of your post, of clicking to go see your Facebook page.
2. Cost per conversion/lead
This is a very common metric. You might want to get leads or maybe purchases for your eCommerce store, this will give you the average price you pay per lead or conversion for a certain period.
3. Total number of conversions
This is the total amount of conversions you’ve had for a certain period of time. This is interesting to see how many sales or leads you received for the week, month, quarter, year and so forth.
4. Total number of link clicks
Again this is the total number of link clicks you received that brought visitors to your website for a certain time period.
5. Total Number Of Link Clicks
Again this is the total number of link clicks you received that brought visitors to your website for a certain time period.
People love this statistic because it gives you the amount of money $1 of advertising brought you. The calculation is the simple amount made/amount spent. The higher your ROAS, the higher your profits.
7. Number Of Impressions
This is interesting because it’s nice to know how many people saw your ad and how many times in a specific timeframe. Impressions represent how many times your ad was shown, not how many people it reached.
8. Number Of Reaches
This metric tells you how many people you’ve been able to reach with your Facebook ad within a certain period.
9. Video Views
This metric allows you to know how many 3-second video views you’ve had on your video for a certain timeframe.
10. Percentage Of Video Watched
This metric tells you, on average, for a certain period, the percentage of the video that was watched by your audience.
11. Negative/Positive Feedback
In hopes that Facebook reinstall this feature, it would allow you to know on a scale of 1-10 if people liked your ad (commented, liked, etc.) or hated it (hide your ad, unfollow you, etc.)
This tells you on average the number of times people saw your ad in a certain period of time. It’s basically impressions/reach.
This metric tells you how many people clicked on your ad based on impressions for a certain period of time. It’s basically Clicks/Impressions.
14. Cost Per Thousand Impressions
This metric, often called CPM, tells you how much you are paying for your ad to be shown to 1,000 people over a certain timeframe.
This metric tells you how many interactions (likes, shares, comments, video views, saved posts, page likes) you’ve received on your ad over a certain period of time.
BONUS # 2 – Facebook Page Metrics That Matter
16. Page Likes
This metric will tell you how many likes your page has been having & growing over a certain period of time.
17. Page Follows
This tells you how many people follow your page and have a chance of seeing your post and the growth of those followers over time.
This metric tells you how engaged your audience is and the engagement is growing over time.
This metric tells you how many people your Facebook page reached with your organic posts and the growth of that reach over time.
20. Video Views
This tells you how many 3-second views you’ve had on your Facebook page over time.
I truly hope this article shed a light on the most important Facebook statistics that should help you plan your 2020 marketing year. I also hope that you now have ultimate focus over the metrics that matter on your Facebook page & Facebook ads.
Facebook has one of the best advertising platforms and brands can definitely take advantage of that.