The Latest Facebook Stats: Everything You Need to Know

Number of Facebook users in the world (monthly active users): 2.910 billion (October 2021)(a). Number of people who use Facebook each day (DAU): 1.930 billion ( ... ☰ Back HOME REPORTS ABOUT CONTACT NEWSLETTER FacebookStatsandTrends Facebook0 Twitter LinkedIn0 StumbleUpon Reddit Tumblr Pinterest0 Pageupdated:05November2021EssentialFacebookstatsfor2021Facebookhad2.910 billionmonthlyactiveusersinOctober2021,(a)placingit1stinourrankingoftheworld’smost‘active’socialmediaplatforms.(b)What’smore,datapublishedinthecompany’smostrecentinvestorearningsreportshowsthatFacebook’smonthlyactiveusershavegrownslightlyoverthepastthreemonths.(a)ADVERTISEMENT ThetotalnumberofpeoplethatuseFacebookeachmonthincreasedbyroughly15 million(+0.5%)inthethreemonthsleadinguptoOctober2021.(a)Theselatestfiguresindicatethatroughly36.9%ofallthepeopleonEarthuseFacebooktoday.(c)However,becausethecompanylimitsuseofitsplatformtopeopleaged13andabove,Facebook’s‘eligible’useratewilllikelybeevenhigherthanthesefiguressuggest.(c) Viewfullsize Facebook'sMonthlyActiveUsersOverTimeOctober2021DataReportal DiggingdeeperWantthefullstory?Scrolldowntofindallthelatestdata,insights,andtrendsyouneedtounderstandFacebookuseallovertheworld,including: ThenumberofFacebookusersaroundtheworld HowquicklyFacebookisgrowing Facebook’stopcountries Facebookusersbyworldregion Facebook’saudiencedemographics Towardsthebottomofthispage,you’llalsofindacompletereportonFacebookadoptionandusearoundtheworld,aswellasanin-depthreportthatexploreshowusersinalmosteverycountryintheworldengagewithFacebookcontent.YoucanalsolearnhowFacebookcomparestoothersocialmediaplatformsonour socialmediaoverviewpage.ImportantnotesUnlessstatedotherwise,allfiguresarebasedonKepiosanalysisofdatasourceddirectlyfromFacebook’sowntools,resources,andcompanystatements.You’llfinddetailsofindividualdatasourceslistedatthebottomofthisarticle.Weupdatethispageonaregularbasis,soifyou’dliketolinktoaspecificfigure(whichmaychangeinfutureupdates),youmightprefertolinktooneofourindividualGlobalDigitalReportsinstead.ADVERTISEMENT HowmanyFacebookusersaretherein2021?Facebookisoneoftheworld’stopsocialnetworks,butjusthowmanypeopleuseFacebooktoday?Here’swhatthelatestdatatellus:NumberofFacebookusersintheworld(monthlyactiveusers):2.910 billion(October2021)(a)NumberofpeoplewhouseFacebookeachday(DAU):1.930 billion(October2021)(a)ShareofFacebook’smonthlyactiveuserswhologineachday:66%(October2021)(a)SizeofFacebook’sglobaladvertisingaudience:2.276 billion*(October2021)(d)Facebook’sglobaladvertisingaudienceasapercentageoftheplatform’stotalactiveuserbase:78.2%*(October2021)(e)Facebook’smonthlyactiveusersequateto36.9%ofallthepeopleonEarthtoday.(c)Toputthatinperspective,Facebook’sactiveuserbaseisnowlargerthanthetotalpopulationsofChinaandIndiacombined.(c)However,Facebookrestrictsuseofitsplatformtopeopleaged13andabove,soifwefocusonlyonthepeoplewhoareoldenoughtouseFacebook,thedatasuggestthat47.3%ofallthosepeopleonEarthwhoareoldenoughtouseFacebookalreadydoso.(c)Moreover,ifwealsoremovethepeopleinthisagegroupwholiveinChina– whereFacebookisstillblocked– theplatform’seligibleadoptionrateincreasesto59.1%.(c)*Note:TheremaybevariousreasonswhyFacebook’sadvertisingaudiencenumberissmallerthantheplatform’stotalactiveuserbase,includingtheimpactofUSsanctions,andindividualuserbehaviours.ADVERTISEMENT HowfastisFacebookgrowingin2021?ChangeinFacebook’smonthlyactiveusersChangeinthenumberofFacebookmonthlyactiveusersaroundtheworldinthepast3months:+15 million(Jul 2021toOct 2021)(a)QuarterlychangeinFacebook’sglobalmonthlyactiveusers:+0.5%(Jul 2021toOct 2021)(a)ChangeinthenumberofFacebookmonthlyactiveusersaroundtheworldinthepast12months:+170 million(Oct 2020toOct 2021)(a)AnnualchangeinFacebook’sglobalmonthlyactiveusers:+6.2%(Oct 2020toOct 2021)(a)ChangeinFacebook’sdailyactiveusersChangeinthenumberofFacebookdailyactiveusersaroundtheworldinthepast3months:+22 million(Jul 2021toOct 2021)(a)QuarterlychangeinFacebook’sglobaldailyactiveusers:+1.2%(Jul 2021toOct 2021)(a)ChangeinthenumberofFacebookdailyactiveusersaroundtheworldinthepast12months:+110 million(Oct 2020toOct 2021)(a)AnnualchangeinFacebook’sglobaldailyactiveusers:+6.0%(Oct 2020toOct 2021)(a)ChangeinFacebook’sadvertisingaudiencereachChangeinthenumberofusersaroundtheworldthatwereshownadsonFacebookinthepast3months:+24.7 million(Jul 2021toOct 2021)(e)QuarterlychangeinFacebook’sglobaladvertisingreach:+1.1%(Jul 2021toOct 2021)(e)ChangeinthenumberofusersaroundtheworldthatwereshownadsonFacebookinthepast12months:+139.5 million(Oct 2020toOct 2021)(e)AnnualchangeinFacebook’sglobaladvertisingreach:+6.5%(Oct 2020toOct 2021)(e) Viewfullsize Facebook'sMAUsandFacebook'sAdvertisingAudienceReachOverTimeOctober2021DataReportal ADVERTISEMENT WhichcountrieshavethemostFacebookusersin2021?BasedontheadvertisingaudiencereachnumberspublishedinFacebook’sself-servicetoolsinOctober2021,(d)thelatestdatashowthat:Indiahasatleast349 millionactiveFacebookusersTheUnitedStatesofAmericahasatleast194 millionactiveFacebookusersIndonesiahasatleast143 millionactiveFacebookusersBrazilhasatleast127 millionactiveFacebookusersMexicohasatleast96 millionactiveFacebookusersThePhilippineshasatleast91 millionactiveFacebookusersVietnamhasatleast74 millionactiveFacebookusersThailandhasatleast55 millionactiveFacebookusersBangladeshhasatleast48 millionactiveFacebookusersEgypthasatleast48 millionactiveFacebookusersNote:thefiguresshownabovearebasedonFacebook’spotentialadvertisingreach,andmaynotcorrelatewiththeplatform’stotalnumberofmonthlyactiveusers.Roundinginsourcedatamaymeanthatindividualfiguresdonotcorrelatewithtotals.ADVERTISEMENT HowmanyusersdoesFacebookhaveineachworldregionin2021?ThefiguresbelowarebasedonFacebook’sadvertisingaudiencedataforOctober2021.(d)Note:ourregionsfollowtheUnitedNationsGeoscheme.Clickheretolearnwhichcountriesbelongtoeachregion.NumberofactiveFacebookusersinNorthernAmerica:216.4 millionNumberofactiveFacebookusersinCentralAmerica:123.3 millionNumberofactiveFacebookusersintheCaribbean:13.6 millionNumberofactiveFacebookusersinSouthernAmerica:278.2 millionNumberofactiveFacebookusersinWesternEurope:85.0 millionNumberofactiveFacebookusersinNorthernEurope:62.1 millionNumberofactiveFacebookusersinSouthernEurope:77.3 millionNumberofactiveFacebookusersinEasternEurope:75.3 millionNumberofactiveFacebookusersinNorthernAfrica:107.1 millionNumberofactiveFacebookusersinWesternAfrica:59.5 millionNumberofactiveFacebookusersinMiddleAfrica:14.1 millionNumberofactiveFacebookusersinEasternAfrica:42.8 millionNumberofactiveFacebookusersinSouthernAfrica:29.0 millionNumberofactiveFacebookusersinWesternAsia:111.9 millionNumberofactiveFacebookusersinCentralAsia:5.3 millionNumberofactiveFacebookusersinSouthernAsia:470.0 millionNumberofactiveFacebookusersinSoutheasternAsia:427.5 millionNumberofactiveFacebookusersinEasternAsia:56.0 millionNumberofactiveFacebookusersinOceania:22.1 millionNote:thefiguresshownabovearebasedonFacebook’spotentialadvertisingreach,andmaynotcorrelatewiththeplatform’stotalnumberofmonthlyactiveusers.Roundinginsourcedatamaymeanthatindividualfiguresdonotcorrelatewithtotals. Viewfullsize ShareofFacebook'sGlobalAdvertisingAudiencebyRegionOctober2021DataReportal ADVERTISEMENT WhatdoFacebook’saudiencedemographicslooklikein2021?BasedonFacebook’sadvertisingaudiencedata*forOctober2021:(d)43.5%ofFacebook’sglobalusersarefemale56.5%ofFacebook’sglobalusersaremaleFacebook’sglobaluserbaseskewsmale,because–aroundtheworld–menaremorelikelythanwomentohaveaccesstotheinternet(seeourlatestGlobalDigitalReportformoredetails).Thisisdrivenbydigitaldemographicsinthedevelopingworld.Forexample,40.0%ofFacebook’sadvertisingaudienceinAfricaisfemale,whilejust25.0%isfemaleacrossSouthernAsia.(e)WanttoknowwhatFacebookdemographicslooklikeinyourcountry?Checkoutourfreecountryreportlibrary.*Notes:thefiguresabovearebasedonFacebook’spotentialadvertisingreachdata,andmaynotcorrelatewiththenumberofmonthlyactiveusers.Facebook’sself-serviceadvertisingtoolsonlyreportgenderdatafor‘female’and‘male’. OverviewofFacebook'sGlobalAdvertisingAudienceOctober2021DataReportal ADVERTISEMENT What’stheaverageageofFacebook’susersin2021?Facebookdoesn’tpublishadetailedbreakdownofitsadvertisingaudienceforallages,sothere’snoeasywaytocalculatetheaverageageofitsactiveuserbase.However,basedonthelatestavailabledata,(d)themedianageofFacebook’sadvertisingaudienceis31yearsold.(e)DoyoungpeoplestilluseFacebookin2021?Mediahypeandheadlinescansometimesmakeitdifficulttounderstandwho’sreallyusingFacebook.Despitevariousarticlesdepictingan‘exodus’ofyoungerusers,datashowthatyoungpeoplearestillsomeoftheheaviestusersofFacebookaoundtheworld–especiallyindevelopingeconomies.(e)Thecompany’sowntoolsreportthatadvertiserscouldreachthefollowingworldwideaudiencesonFacebookinOctober2021:(d)127 millionusersaged13to17(5.6%ofFacebook’stotaladaudience)517.7 millionusersaged18to24(22.8%ofFacebook’stotaladaudience)707.3 millionusersaged25to34(31.1%ofFacebook’stotaladaudience)403.6 millionusersaged35to44(17.8%ofFacebook’stotaladaudience)245.8 millionusersaged45to54(10.8%ofFacebook’stotaladaudience)151.5 millionusersaged55to64(6.7%ofFacebook’stotaladaudience)118.3 millionusersaged65andabove(5.2%ofFacebook’stotaladaudience)WanttoknowmoreabouttheageprofileofFacebookusersinyourcountry?Checkoutourfreecountryreportlibrary.Notes:thefiguresshownabovearebasedonFacebook’spotentialadvertisingreach,andmaynotcorrelatewiththeplatform’stotalnumberofmonthlyactiveusers.Roundinginsourcedatamaymeanthatindividualfiguresdonotcorrelatewithtotals.Inparticular,thesharefiguresforeachagegroupshownabovemaynotequatetothesumofeachgender’sshareshownintheimagebelow. Viewfullsize ProfileofFacebook'sGlobalAdvertisingAudiencebyAgeandGenderOctober2021DataReportal ADVERTISEMENT HowmanypeopleuseFacebookonmobiledevices?Facebook’sself-serviceadvertisingtoolsnolongerpublishdetailsofFacebookusagebydevice.However,thelastupdatestodatapublishedinthethesetoolsinJuly2021showedthat: 98.5%ofFacebook’saudienceaged18+accessedtheplatformviaamobilephoneinJuly202116.7%ofFacebook’saudienceaged18+accessedtheplatformvialaptopsand/ordesktopcomputersinJuly202181.8%ofFacebook’saudienceaged18+onlyaccessedtheplatformviaamobilephoneinJuly20211.5%ofFacebook’saudienceaged18+onlyaccessedtheplatformvialaptopsand/ordesktopcomputersinJuly2021Whenitcomestomobilebehavioursandmobileoperatingsystems,thecompany’sowndatarevealedthat:81.8%ofFacebook’smobileusersaged18+accessedtheplatformviaanapponanAndroiddeviceinJuly202114.8%ofFacebook’smobileusersaged18+accessedtheplatformviaanapponanAppleiOSdeviceinJuly20213.4%ofFacebook’smobileusersaged18+accessedtheplatformviaamobilewebbrowserinJuly2021MostpeopleaccessFacebookviaoneofitsmobileapps,butSemrushreportsthattheplatform’swebsite– Facebook.com– isstilloneofthemostvisitedsitesintheworld. Viewfullsize Semrush'sRankingoftheWorld'sMostVisitedWebsitesOctober2021DataReportal ADVERTISEMENT HowmanypeoplecanIreachwithFacebookadsin2021?Thelatestdatashowthat:Marketerscanreachatotalpotentialaudienceof2.276 billionuserswithadsonFacebookinOctober2021(d)Facebook’sglobalaveragerevenueperuser(ARPU)reachedUSD$10.00inOctober2021(a)QuarterlychangeinFacebook’sglobalARPU:-1.2%(Jul 2021toOct 2021)(a)AnnualchangeinFacebook’sglobalARPU:+27%(Oct 2020toOct 2021)(a)Despitetheseimpressivefigures,Facebook’sowndatasuggeststhatameaningfulnumberofitsactiveusersdonotseeadsontheplatformeverymonth.Indeed,thelatestdatashowthatjust78.2%ofFacebook’smonthlyactiveuserswereshownanadontheplatforminthe30daysleadinguptothestartofOctober2021.(e)Variousthingsmaycontributetothis‘gap’betweentheplatform’stotalactiveuserbaseandthesizeofitsadvertisingaudience,includingrestrictionsthatlimitthecompany’sabilitytoselladsinsomelocations(e.g.USsanctions),andbecausesomeusersonlyvisitpartsofFacebookwherenoadsareshown(e.g.afriend’sprofile).Facebook’saveragerevenueperuser(ARPU)alsovariesconsiderablybygeography.Forexample,theaverageFacebookuserinNorthAmericaisworth3.2timesmorethantheaverageuserinEurope,and12.2timesmorethantheaverageuserinAsia-Pacific:(a)Facebook’sARPUintheUnitedStatesandCanada:USD$52.34(October2021)(a)Facebook’sARPUinEurope:USD$16.50(October2021)(a)Facebook’sARPUinAsia-Pacific:USD$4.30(October2021)(a)Facebook’sARPUintherestoftheworld:USD$3.14(October2021)(a)ADVERTISEMENT HowoftendopeopleengagewithFacebookposts?Facebook’sself-serviceadvertisingtoolsnolongerpublishdetailsofuserengagement. However,thelastupdatestodatapublishedinthesetoolsinJuly2021showedthatthetypicalglobaluserhadonlyeverliked 1Facebookpage inallthetimethey’dbeenusingtheplatform(i.e.‘lifetime’activity). Morereassuringlythough,thecompany’sdataalsoshowedthatFacebookusersengagedquitefrequentlywithindividualFacebookposts. BasedonthenumberspublishedinFacebook’s‘Insights’toolinJuly2021,thetypicalglobalFacebookuseraged18+had: Likedamedianof 11 Facebookpostsintheprevious30days Leftamedianof 5 commentsonFacebookpostsintheprevious30days Re-sharedamedianofjust 1 Facebookpostintheprevious30days Clickedortappedonamedianof 12 Facebookads(includingsponsoredposts)intheprevious30days Viewfullsize MedianFacebookEngagementsinJuly2021DataReportal However,it’simportanttonotethatFacebookengagementvariesconsiderablybetweencountries.Forexample,inJuly2021,Facebook’stoolsreportedthatusersintheFaroeIslandshad‘liked’amedianof 24posts inthepast30days,whereasusersinJapanhadonly‘liked’amedianof 2posts duringthesameperiod. Viewfullsize MedianFacebookPostLikesPerUserJuly2021DataReportal Facebookengagementalsovariesbyageandgender.BasedonFacebook’sowndata,thetypicalfemaleuserleftamedianof 7comments onFacebookpostsinJune2021,whilemaleusersonlyleftamedianof 4comments permonth.ThedataalsoshowedthatwomenclickonmoreFacebookadsthanmendo.ThetypicalfemaleFacebookuserclickedon 14ads inJune2021,whilemenonlyclickedon 10ads duringthesameperiod.However,womenagedbetween45and64areevenmorelikelytoclickonFacebookads,withthecompany’stoolsreportingamedianof20adclickspermonth,peruserforthiscohortinJuly2021.Meanwhile,despitethemedia’sapparentobsessionwiththeplatform’syoungerusers,itseemsthatyoungmen– whoaccountforthelargestshareoftheplatform’s–aretheleastlikelytoclickonFacebookads.Maleusersaged18to24clickedonamedianofjust8adspermonthinJuly2021,whilemenaged25to34– thesinglelargestagegroupinFacebook’sadvertisingaudience–clickedonamedianofjust10adspermonth. Viewfullsize MedianFacebookAdClicksPerUserJuly2021DataReportal ADVERTISEMENT FacebookEngagementbyCountryTheembedbelowcontainssomeofthefinalupdatestoactivityandengagementdatapublishedtoFacebook’sAudienceInsightstoolbeforetheservicewentofflineinmid-2021(clickhereiftheembedisn’tshowingorworkingproperly).ThisreportcontainsglobalheadlinesandbenchmarksforlifetimemedianFacebookPagelikesperuser,theirmonthlypostlikes,comments,andshares,anddetailsofmedianmonthlyFacebookadclicksperuser.Italsocontainslocalmarketdataformorethan230countriesandterritoriesaroundtheworld,providingmarketerswithafascinatingsnapshotintohowpeopleengagedwiththeworld’slargestsocialmediaplatforminJune2021.ADVERTISEMENT What’stheaverageFacebookengagementratein2021?Facebookengagementratesvarydependingonthepost’scontentformat(e.g.video,photo,etc.),andhowmany‘followers’thepublishingpagehas.(f)ThelatestdatafromLocowiserevealsthefollowingaverageengagementrates*forFacebookPagepostspublishedbetweenJuly 2021andOctober 2021:(f)AverageFacebookPageengagementrateacrossallposttypes:0.07%,whichequatestoanaverageofroughly1engagementforevery1,429pagefollowers.AverageFacebookPageengagementrateforphotoposts:0.12%,whichequatestoanaverageofroughly1engagementforevery833pagefollowers.AverageFacebookPageengagementrateforvideoposts:0.09%,whichequatestoanaverageofroughly1engagementforevery1,111pagefollowers.AverageFacebookPageengagementrateforlinkposts:0.04%,whichequatestoanaverageofroughly1engagementforevery2,500pagefollowers.AverageFacebookPageengagementrateforstatusposts:0.14%,whichequatestoanaverageofroughly1engagementforevery714pagefollowers.It’simportanttostressthatFacebookengagementratesalsovaryconsiderablydependingonthesizeofthepublishingpage:AverageengagementrateforFacebookpageswithfewerthan10,000fans:0.29%,whichequatestoanaverageofroughly1engagementforevery345pagefollowers.AverageengagementrateforFacebookpageswithbetween10,000and100,000fans:0.19%,whichequatestoanaverageofroughly1engagementforevery526pagefollowers.AverageengagementrateforFacebookpageswithmorethan100,000fans:0.05%,whichequatestoanaverageofroughly1engagementforevery2,000pagefollowers.Forcontext,thismeansthat–onaverage– aFacebookpagewith50,000fanscanonlyexpect94organicengagementsonatypicalFacebookpost.(g)Facebookengagementratesalsovarysignificantlybetweencountries.CheckoutourlatestlocalcountryreportstofindaverageFacebookengagementratesforyourcountry.*Note:theaverageengagementratesdetailedabovearebasedondataforawidevarietyofdifferentkindsofpages,includingcelebrityfanpages,brandpages,memepages,andmanyother‘entities’.Asaresult,theseaveragesreflectawidevarietyofdifferentopportunitiesforaudiencestoengagewithpublishedcontent,andit’snotuncommonforbrandpagestoseesignificantlylowerlevelsofengagementcomparedwiththevaluespublishedhere. Viewfullsize FacebookEngagementBenchmarksOctober2021DataReportal ADVERTISEMENT In-DepthFacebookAudienceReportTheembedbelowcontainsourlatestin-depthreportexploringFacebook’saudiencearoundtheworld(clickhereiftheembedisn’tshowingorworkingproperly).Thisreportcontainsglobalheadlines,benchmarks,andoverviews,aswellaslocaldataforallthecountriesandterritoriesaroundtheworldforwhichFacebook’sself-servicetoolscurrentlypublishadvertisingaudiencedata.HowdoesFacebookcomparetootherplatforms?Wanttocomparethesefindingstosimilardataforothersocialmediaplatforms?Checkoutourdataandtrendsforothertopplatformsviatheselinks:InstagramstatsFacebookMessengerstatsTikTokstatsLinkedInstatsSnapchatstatsTwitterstatsPintereststatsADVERTISEMENT Datasourcesforstatsonthispage(a)FacebookInc.’sinvestorearningsreportfor3Q2021(publishedOctober2021).(b)Kepiosanalysis(October2021).(c)KepiosanalysisofdatapublishedinFacebookInc.’s3Q2021investorearningsannouncement(October2021),comparedwiththelatestpopulationdatapublishedbytheUnitedNationsandtheU.S.CensusBureau.(d)Facebook’sself-serviceadvertisingtools,usingthelatestavailabledatainOctober2021.(e)KepiosanalysisofdatapublishedinFacebook’sself-serviceadvertisingtools,basedonthelatestavailabledatainOctober2021.(f)Locowise(October2021).(g)KepiosanalysisofLocowisedata(October2021).Anyotherdatasourceshavebeenattributeddirectlywithinthearticle,nexttotheappropriatedatapoint.Youmightalsolike…Checkoutthearticlesbelowtoexploremoreofourrecentfindingsandanalysis:  ADecadeinDigital We’vebeenpublishingin-depthreportsonglobaldigitalbehavioursformorethan10years.Here’swhatthedatahastoldussofar… Top10DigitalTrendsinOctober2021 Avideosummaryof10essentialdigitaltrendsthatmarketersneedtoknowaboutinOctober2021.Alsoincludesafulltranscriptofthevideo,togetherwiththeaccompanyingpresentationslides. Digital2021OctoberGlobalStatshotReport Ourcomprehensiveanalysisoftheglobal‘stateofdigital’inOctober2021.Includesallthelatestdataandinsightsyouneedtounderstandpeople’suseoftheinternet,socialmedia,mobiledevices,andecommercearoundtheworld. Futuretrends2022:Cross-CulturalContent Theworld’sinternetusersareincreasinglookingbeyondculturalborderstofindandconsumecontent.Here’swhatthatmeansforyou. FutureTrends2022:TheEvolutionofSearch Thewaytheworldfindsthingsonlineischanging.Thisin-depthguidewillhelpyoumakesenseofessentialtrendsinonlinesearch,includingtherisinguseofvoiceassistants,thegrowingsophisticationofimagerecognitiontools,andthecentralroleofsocialsearch. Abouttheauthor SimonKemp SimonisDataReportal’schiefanalyst,andCEOofKepios.ClickheretoseeallofSimon’sarticles,readhisbio,andconnectwithhimonsocialmedia.