50+ Facebook Statistics You Need to Know in 2026

Facebook Platform Overview: The Numbers That Matter

1. Facebook Has 3.068 Billion Monthly Active Users

As of Q4 2024, Facebook reached 3.068 billion monthly active users (MAU), making it the largest social media platform in the world by a significant margin. That's nearly 40% of the global population.

Interestingly, this marks the first decline in Facebook's history, dropping slightly from 3.080 billion in Q3 2024. A decline of 12 million users might sound concerning, but it's less than 0.4% of the total user base and likely reflects data cleanup rather than mass exodus.

What this means for you: Talk of Facebook's decline continues, but the platform still offers unmatched reach. If you're trying to reach a broad audience, no other single platform comes close.

2. Meta's Family of Apps Reaches 3.48 Billion Daily Active Users

Zoom out to look at Meta's entire ecosystem (Facebook, Instagram, WhatsApp, and Messenger), and 3.48 billion people log in daily. That's nearly half of humanity using at least one Meta product every single day.

The interconnected ecosystem gives advertisers and marketers powerful cross-platform reach. A campaign that starts on Facebook can seamlessly extend to Instagram Stories or WhatsApp Business without leaving Meta's advertising platform.

3. 90% of Social Media Users Have a Facebook Account

Here's a stat that puts Facebook's dominance in perspective: an estimated 90% of all social media users worldwide have a Facebook account. Not all of them are active daily, but it shows how deeply Facebook has penetrated social media.

People who primarily use TikTok, Instagram, or other platforms often maintain a Facebook account for specific purposes like Marketplace, Groups, or staying connected with family.

4. Facebook Is the Third Most Visited Website Globally

According to Similarweb, Facebook ranks as the third most-visited website in the world, behind only Google and YouTube. Ranking ahead of platforms like TikTok, Instagram, and Twitter shows that Facebook remains central to people's online routines.

The fact that users keep returning (often multiple times daily) signals habitual usage rather than occasional checking. For marketers, this means your content has multiple opportunities to reach audiences throughout the day.

5. Facebook Generated $164.5 Billion in Revenue in 2024

Meta's flagship platform drove massive revenue in 2024, with Facebook contributing the lion's share of the company's $164.5 billion total. Here's what's remarkable: 97.5% of this revenue ($160.38 billion) came from advertising.

An advertising-first business model means Meta constantly invests in improving ad targeting, measurement, and ROI for advertisers. The platform's sophisticated advertising technology reflects this massive revenue stream.

Who Uses Facebook? Demographics Breakdown

Understanding who uses Facebook helps you target the right audience and craft content that resonates. The demographic data might surprise you. It's not just older generations hanging around.

6. Men Aged 25-34 Are Facebook's Largest User Group (18.5%)

The single largest demographic on Facebook is men aged 25-34, accounting for 18.5% of all users. Add women in the same age bracket (12.7%), and the 25-34 age group represents over 31% of Facebook's entire user base.

The millennial dominance challenges the narrative that Facebook is only for older users. The generation that grew up with Facebook during college has stuck around as they've entered their professional years, started families, and increased their purchasing power.

7. Millennials (25-44) Make Up Over Half of Facebook Users

Combine the 25-34 and 35-44 age groups, and millennials plus older millennials account for more than 50% of Facebook's audience. People in this demographic sweet spot have established careers, disposable income, and active online shopping habits.

Why this matters: If you're selling products or services to people with actual buying power, Facebook reaches them at scale. Unlike TikTok, where the audience skews younger with less disposable income, Facebook users are in their prime earning years.

8. Gen Z Is Still Present: 18-24 Year Olds Account for 21.8% of Users

Claims that Gen Z has abandoned Facebook don't match reality. Users aged 18-24 make up 21.8% of the platform's audience (12.7% men, 9.1% women). That's over 650 million young adults actively using Facebook.

Gen Z may spend more time on TikTok and Instagram, but they maintain Facebook accounts for specific purposes: Marketplace shopping, event planning, community groups, and staying connected with family. They're selective about how they use Facebook, but they haven't left.

9. Only 6.4% of Users Are Over 65

Here's another myth-buster: seniors over 65 represent just 6.4% of Facebook's user base. The "Facebook is for old people" narrative doesn't match reality. Older users are the smallest demographic segment on the platform.

That 6.4% still translates to roughly 196 million users over 65. If you're targeting seniors, Facebook remains one of the best platforms to reach them at scale.

10. Gender Distribution: 56.7% Male, 43.3% Female

Facebook's audience skews slightly male, with 56.7% of users identifying as male and 43.3% as female. This gender distribution has remained relatively stable over the past few years.

For comparison, Instagram has a more balanced split (closer to 50/50), while Pinterest skews heavily female (around 77%). If your products or services target men, Facebook offers better reach than many other social platforms.

How People Use Facebook

Raw user numbers tell only part of the story. How much time do people spend on Facebook? When are they most active? These behavior patterns reveal where your marketing opportunities lie.

14. Average Daily Time Spent on Facebook: 36 Minutes

The average social media user spends 36 minutes per day on Facebook, which translates to roughly 18 hours and 50 minutes per month. Facebook ranks third in time spent behind TikTok (33 hours, 38 minutes monthly) and YouTube (27 hours, 26 minutes monthly).

TikTok wins on total time, but Facebook's 36 minutes daily still represents meaningful engagement. Users aren't just opening the app and closing it. They're scrolling, interacting, and consuming content for extended sessions.

15. Gen Z Spends Less Time: Only 22 Minutes Daily

Young adults aged 18-24 spend an average of 22 minutes per day on Facebook, noticeably less than the platform average. This data backs up what we already know: Gen Z uses Facebook selectively rather than as their primary social platform.

Twenty-two minutes is still significant. That's enough time to check Marketplace listings, coordinate event details, or catch up on group discussions. Gen Z hasn't abandoned Facebook; they've just refined how they use it.

16. Millennials and Older Generations Spend More Than Average

Since Gen Z pulls the average down with only 22 minutes daily, it means millennials (25-44) and older generations (45+) spend considerably more than 36 minutes per day on Facebook. Some reports suggest users over 35 average 45-55 minutes daily.

This extended engagement time creates more opportunities to reach older demographics with your content and ads throughout the day.

17. Over 500 Million People Use Facebook Stories Daily

Meta's push toward Reels continues, but Facebook Stories remain incredibly popular with over 500 million daily active users. This ephemeral content format gives brands and creators a way to share casual, behind-the-scenes content without committing to permanent posts.

Stories also appear at the top of the mobile feed, ensuring high visibility. For businesses, Stories ads offer a less expensive way to reach audiences compared to traditional feed placements.

18. Users Check Facebook Multiple Times Throughout the Day

Average session length is 36 minutes, but most users don't spend that time in one sitting. Research shows Facebook users typically check the app 8-12 times per day in short bursts (during commutes, breaks, waiting in lines, or moments of downtime).

Marketing implication: Your content gets multiple chances to appear in someone's feed throughout the day. Posting at optimal times increases the likelihood of catching users during one of these check-ins.

Facebook Advertising & Business Statistics

Facebook isn't just massive. It's profitable. Understanding the advertising world helps you budget effectively and benchmark your own campaigns against industry standards.

19. More Than 10 Million Advertisers Use Facebook

Over 10 million businesses actively run advertising campaigns on Facebook, ranging from local mom-and-pop shops to global corporations. This massive advertiser base reflects Facebook's effectiveness at delivering ROI across business sizes and industries.

The platform's self-serve ad interface means small businesses can launch campaigns with budgets as low as $5/day, while enterprise brands spend millions monthly. Facebook accommodates everyone.

20. 97.5% of Facebook's Revenue Comes from Advertising

Of Facebook's $164.5 billion in revenue for 2024, a staggering $160.38 billion came from advertising. This near-total reliance on ad revenue means Meta continually invests in making ads more effective, better targeted, and easier to measure.

Running Facebook ads means you're using a platform that has every incentive to help you succeed. Better advertiser results mean more ad spend, which directly impacts Meta's bottom line.

21. 74% of Facebook Ad CTAs Say "Shop Now"

Analysis of Facebook advertising shows that 74% of call-to-action buttons encourage users to "Shop Now," reflecting the platform's heavy e-commerce orientation. Businesses use Facebook to drive direct sales, not just brand awareness.

Other popular CTAs include "Learn More" (12%), "Sign Up" (8%), and "Download" (6%). The dominance of shopping-focused CTAs shows that Facebook users are comfortable making purchase decisions on the platform.

22. 39% of Users Turn to Facebook When Ready to Buy

Consumers reach the purchase decision stage, and 39% use Facebook for research, reviews, or to make the actual purchase. This beats Instagram (29%) and nearly matches TikTok (36%), positioning Facebook as a serious commerce platform.

Facebook's combination of business pages, customer reviews, Marketplace integration, and shopping features creates a complete purchase funnel within the platform itself.

23. Vertical Video Ads with Voiceover See 3% Higher Conversion Rates

Meta's own research shows that vertical video ads (9:16 format) with speech or voiceover deliver 3% higher conversion rates per dollar spent compared to silent or horizontal videos.

This makes sense: vertical videos fill mobile screens completely, and voiceover adds context even when users scroll with sound off (which 74% do). Add captions to maximize this effect.

24. Brands Post an Average of 43 Times Per Month on Facebook

Cross-industry benchmarks show businesses post about 43 times monthly on Facebook, roughly 1.5 posts per day. This frequency keeps brands visible without overwhelming followers.

Posting frequency alone doesn't determine success. Brands in the top 25% for engagement post at similar frequencies but focus on content quality, timing, and audience relevance rather than volume.

25. Facebook Ad Reach: Potential Audience of 2.11 Billion

Facebook has 3+ billion users, but the advertising platform can potentially reach about 2.11 billion people aged 13 and older. This represents users who can legally see ads and haven't opted out of ad targeting.

This ad-reachable audience is still larger than the total user base of most other social platforms, giving advertisers unmatched targeting opportunities.

What Content Performs on Facebook

Not all content is created equal on Facebook. Some formats consistently outperform others, and understanding these patterns helps you create content that gets seen and engaged with.

26. Facebook Has a 5.07% Average Engagement Rate

According to Buffer's 2025 engagement rate study, Facebook posts average a 5.07% engagement rate, the second-highest across major social platforms (behind only LinkedIn at 6.50%). This puts Facebook ahead of TikTok (4.86%), YouTube (4.41%), and Instagram (1.16%).

What's remarkable is that Facebook's engagement rate has remained stable around 5-5.5% while other platforms have seen major fluctuations. This consistency makes Facebook reliable for planning content strategies with predictable results.

27. Photos Get 35% More Engagement Than Text Posts

Meta's push toward video continues, but static photos remain Facebook's engagement champion. Images earn 35% more engagement than text-only posts and nearly 44% more than videos in the main feed.

Why? Photos are instant, require no sound, and work perfectly for quick scrolling. A compelling image can stop thumbs mid-scroll in a way that video (which requires processing time) often can't.

28. Link Posts Have the Lowest Engagement

Posts containing external links consistently underperform all other content types on Facebook. They receive about 50% less engagement than photo posts and rank dead last in Facebook's content hierarchy.

Facebook's algorithm deprioritizes links because they take users off-platform. If you need to share links, consider posting the link in the first comment rather than the main post, or use link stickers in Stories.

29. 40% of Time on Facebook Is Spent Watching Videos

Photos get better engagement rates, but video content commands more attention time. Forty percent of all time spent on Facebook and Instagram is dedicated to watching videos, a massive share that shows video's growing importance.

This creates an interesting dynamic: photos win for engagement metrics (likes, comments, shares), but videos win for attention and watch time. Your content strategy should include both.

30. Facebook Reels Reach 616.8 Million People

Facebook Reels have quickly become a major content format, with an estimated reach of 616.8 million people (nearly a third of Facebook's total advertising inventory). Reels appear in feeds, Stories, and a dedicated Reels tab, giving them multiple discovery points.

Meta reports that Reels are reshared 3.5 billion times daily across Facebook and Instagram combined. This viral potential makes Reels one of the fastest ways to reach new audiences beyond your existing followers.

31. Facebook Reels Engagement Rate: 1.76% for Mid-Sized Accounts

For accounts with 2,000-10,000 followers, Facebook Reels average a 1.76% engagement rate. Lower than feed posts (5.07%), but Reels compensate with significantly higher reach beyond your follower base.

Think of Reels as a reach tool rather than an engagement tool. They help you get discovered by new audiences who can then follow your page for higher-engagement content.

32. 74% of Facebook Videos Are Watched Without Sound

Most Facebook videos autoplay silently as users scroll, and 74% of viewers never turn the sound on. This viewing behavior means your videos must work without audio. Use captions, text overlays, and visual storytelling.

Adding captions isn't optional; it's essential. Facebook's automatic caption tool makes this easy, or you can upload your own SRT files for better accuracy.

33. Average Facebook Video Watch Time: 10 Seconds

Facebook counts a view after just 3 seconds, but the average watch time is around 10 seconds. If viewers stick around beyond 10 seconds, it signals genuine interest in your content.

Hook viewers in the first 3 seconds with a compelling visual or statement, then deliver value quickly. Front-load your most important message before the 10-second mark.

37. Posting More Doesn't Equal More Engagement

Data from RivalIQ shows that posting frequency has minimal impact on engagement rates. The median brand posts 4.69 times per week with a 0.063% engagement rate. Top performers post at similar frequencies (4.6 times weekly) but see 0.19% engagement, three times higher.

The takeaway? Quality beats quantity. One excellent post per day outperforms five mediocre ones. Focus on creating content worth stopping for rather than filling your content calendar with filler.

Facebook's Mobile-First Reality

Facebook is overwhelmingly a mobile experience. Understanding mobile behavior isn't optional. It's the foundation of any successful Facebook strategy.

38. 81.8% of Users Access Facebook Exclusively on Mobile

More than 8 out of 10 Facebook users (81.8%) access the platform only through mobile devices, never on desktop. Just 1.5% use desktop exclusively, with the remaining 16.7% splitting time between both.

This mobile dominance means every piece of content you create must be optimized for small screens, vertical orientation, and thumb-scrolling behavior.

39. 98.5% of Users Access Facebook via Mobile at Some Point

Nearly 99% of Facebook users access the platform through mobile devices, either exclusively or in combination with desktop. Only 1.5% have never used Facebook on a phone.

Users who occasionally browse on desktop still see most of your content on mobile. Design for mobile first, then ensure it looks acceptable on desktop (not the other way around).

40. Vertical Content (9:16) Gets Maximum Screen Real Estate

Vertical content optimized for mobile screens (9:16 aspect ratio) takes up significantly more screen space than square (1:1) or horizontal (16:9) content. More screen space equals more attention.

For Reels and Stories, vertical is mandatory. For feed posts, test both square and vertical images to see what works best with your audience. Horizontal images should be avoided. They become tiny on mobile screens.

41. Mobile Users Scroll 41% Faster Than Desktop Users

Mobile scrolling behavior is dramatically faster than desktop browsing. Users on phones fly through feeds, making split-second decisions about what deserves their attention.

Your content has about 1.5 seconds to stop a mobile scroller. Use bold visuals, contrasting colors, faces, text overlays, or pattern interrupts to break the scroll.

Facebook's E-commerce & Shopping Power

Facebook has evolved into a serious commerce platform where discovery and purchase happen in the same place. These statistics show how people shop on Facebook.

42. 39% of Users Use Facebook When Ready to Buy

At the purchase decision stage, 39% of consumers turn to Facebook for research, reviews, or to complete the purchase. This nearly matches TikTok (36%) and significantly beats Instagram (29%).

Facebook's combination of detailed product pages, customer reviews, shopping features, and Marketplace creates a complete commerce ecosystem. Users don't need to leave the platform to buy.

43. Facebook Marketplace Has Over 1 Billion Monthly Users

Facebook Marketplace, the platform's classified ads section, attracts over 1 billion people monthly who buy and sell everything from furniture to cars to real estate. It's become a serious competitor to Craigslist and eBay.

For businesses, Marketplace offers a way to reach local customers searching with high purchase intent. Listings are free, and the built-in messaging system facilitates transactions.

44. 200 Million Businesses Use Facebook Shops

Facebook Shops, the platform's e-commerce storefront feature, has been adopted by over 200 million businesses worldwide. Shops let businesses showcase products, process payments, and manage orders without leaving Facebook.

Integration with Instagram Shopping means one shop syncs across both platforms, doubling your reach with minimal extra effort.

45. Facebook Shopping Features Drive 83% Higher Conversion Rates

Businesses using Facebook's native shopping features (Shops, product tags, checkout) see 83% higher conversion rates compared to directing users to external websites. Keeping the purchase journey on-platform reduces friction and abandoned carts.

Facebook takes a small transaction fee, but the higher conversion rates often more than compensate for the cost.

The Creator Economy on Facebook

Instagram and TikTok dominate influencer marketing conversations, but Facebook remains a powerful platform for creator partnerships, especially for reaching older, higher-income demographics.

46. Nano and Micro-Influencers Provide the Best ROI

For brands with limited budgets, nano (1K-10K followers) and micro-influencers (10K-100K) consistently deliver the strongest return on investment. Their audiences are smaller but more engaged and more niche.

A $500 investment in five nano-influencers often outperforms a $10,000 spend on one mega-influencer because smaller creators have stronger audience relationships and higher trust levels.

47. Facebook Groups Drive Community-Led Commerce

Facebook Groups have become unexpected influencer marketing channels. Niche community leaders in Groups often have stronger influence than traditional influencers with larger followings but less engaged audiences.

Brands partnering with Group admins to sponsor content, offer exclusive deals, or co-create products tap into highly targeted, trust-rich communities.

48. Facebook Creator Monetization: Multiple Revenue Streams

Facebook offers creators several monetization options: in-stream ads on videos, Stars (viewer donations during live streams), paid subscriptions, branded content partnerships, and Facebook Reels Play bonus programs.

This multi-revenue approach means creators can earn from the same content in different ways, making Facebook competitive with YouTube for creator payouts.

How Facebook Compares to Other Platforms

Context matters. These comparisons help you understand where Facebook fits among other social platforms.

49. Facebook vs Other Platforms: User Base Comparison

Facebook's user base is 52% larger than YouTube's and 93% larger than Instagram's. No other platform comes close to Facebook's reach, especially when targeting adults with purchasing power.

50. Engagement Rate Comparison: Facebook Ranks Second

Facebook's 5.07% average engagement rate ranks second across major platforms, behind only LinkedIn (6.50%). This beats TikTok (4.86%), YouTube (4.41%), and significantly outperforms Instagram (1.16%).

Higher engagement rates mean your content gets more interactions per impression, leading to better organic reach and more cost-effective advertising.

51. Time Spent: Facebook Ranks Third Behind TikTok and YouTube

Average monthly time spent per user: TikTok (33h 38m), YouTube (27h 26m), Facebook (18h 50m), WhatsApp (16h 45m), Instagram (14h 50m).

Facebook isn't the time-spent leader, but 18+ hours monthly is still substantial. Users check Facebook more frequently than TikTok or YouTube but for shorter sessions. This creates different marketing opportunities.

52. Facebook's Unique Advantage: Multi-Generational Reach

Unlike TikTok (skews young) or LinkedIn (skews professional), Facebook reaches every generation simultaneously. It's the only platform where you can run one campaign and reach teenagers through seniors.

This makes Facebook irreplaceable for brands with broad target markets, family-oriented products, or multi-generational appeal.

Frequently Asked Questions About Facebook Statistics