55 Crucial Facebook Statistics You Need to Know

Picture this: It’s 7:30 a.m., you’re sipping your coffee, and before you’ve even thought about breakfast, your thumb is already scrolling through Facebook. Sound familiar? You’re not alone—over 3 billion people worldwide are doing the same thing every month. In the U.S. alone, nearly 200 million users log in, making Facebook not just a social network, but a daily ritual for more than half the country.

Whether you’re a marketer, a business owner, or just someone who can’t resist the latest meme in your feed, understanding the latest Facebook statistics is like having a secret map to the world’s largest digital city. From who’s actually using Facebook in 2025, to how engagement, advertising, and privacy trends are shifting, these numbers aren’t just trivia—they’re your playbook for making the most of the platform. So, let’s dive into the 55 most crucial Facebook statistics you need to know this year.

Facebook by the Numbers: Headline Stats for 2024

Let’s kick things off with the big, bold numbers that define Facebook’s scale and influence in 2025. These are the stats that answer the perennial question: How many users does Facebook have?

• 3.07 billion monthly active users worldwide as of Q4 2024—still the world’s largest social network.
• 2.11 billion daily active users globally, meaning nearly a quarter of humanity checks Facebook every single day.
• 194–197 million U.S. users—about 68% of American adults are on Facebook, a figure that’s held steady since 2016.
• 98–99% of users access via mobile, and 81.8% use Facebook exclusively on mobile.
• 30 minutes per day: The average time Americans spend on Facebook.
• $116–$135 billion: Projected global ad revenue for Facebook in 2025, with the U.S. & Canada accounting for about $72 billion (roughly 44% of the total).
• 280 million: Estimated U.S. advertising reach—about 81% of the U.S. population.
• 4 million “likes” per minute: The global pace of engagement, with 510,000 comments and 136,000 photo uploads every minute.
• 38.5% of U.S. users are expected to make a purchase on Facebook in 2025.
• 93% of Facebook’s ad revenue comes from mobile ads.

If you’re wondering whether Facebook is still relevant, these numbers should answer that with a resounding “yes.” But let’s dig deeper into what’s behind these headline stats.

Global Facebook Users: How Many People Use Facebook?

The Big Picture

Facebook’s global footprint is massive—3.07 billion monthly active users as of late 2024, with 2.11 billion logging in daily. That’s more people than the populations of North America, South America, and Europe combined. The platform continues to grow, albeit slowly, with a modest 3–4% year-over-year increase in monthly active users.

The U.S. Story

In the United States, Facebook is as close to “everyone’s on it” as a platform can get. With 195 million monthly active users, Facebook reaches about 73–81% of all U.S. internet users and around 60% of the total population. Daily usage is just as impressive: the U.S. and Canada together boast ~200 million daily active users.

But here’s the twist: U.S. growth has plateaued. The 68% penetration rate among American adults is the same as it was in 2016. That means Facebook has captured nearly all the audience it’s going to get in the States. For marketers, this isn’t a bad thing—it means the audience is mature, stable, and deeply woven into daily routines.

Facebook’s Largest Markets

Let’s put the U.S. in context globally. Here are the top countries by Facebook user count as of early 2025:

While India leads in sheer numbers, the U.S. is Facebook’s revenue powerhouse, thanks to higher ad spend and purchasing power. In countries like the Philippines, Facebook is almost synonymous with the internet itself—88% of the population uses it. In the U.S., 81% of the population is reachable via Facebook ads.

Facebook Demographics: Who’s Using Facebook in 2024?

Understanding who’s on Facebook is key to crafting the right message. Here’s what the U.S. landscape looks like in 2025:

• Age: The largest group is 25–34-year-olds (about 24% of U.S. users, or 67–68 million people). Next up are 35–44-year-olds (19%), followed by 18–24-year-olds (18.6%). Teens (13–17) are a shrinking slice—just 32–33% of U.S. teens use Facebook, down from 71% a decade ago. On the flip side, 12% of users are 65+.
• Gender: The U.S. skews slightly female—53.8% women, 46.2% men. Women are also more likely to use Facebook: 76% of American women vs. 59% of men.
• Location: Facebook is everywhere, but 74% of rural adults use it, compared to 70% in suburbs and 67% in cities. It’s a lifeline for less connected communities.
• Education & Income: Usage is broad across all education and income levels, with a slight edge among young people in lower-income households.
• Generational Shifts: Millennials and Gen X are the backbone—69% of Millennials and 77% of Gen X are still on Facebook. Gen Z? Only about a third of U.S. teens use it, but millions of 20-somethings are still active daily.

Age and Gender Breakdown

Here’s a quick look at the age and gender split:

Women are more active across nearly every age group, especially in engagement-heavy categories like Groups and Marketplace.

Facebook Engagement: How People Interact on Facebook

So, what are all these users actually doing?

• Daily Habit: 70% of U.S. adult Facebook users log in at least once a day; 49% check it multiple times daily.
• Time Spent: 30 minutes per day on average for U.S. adults. That’s a lot of memes, news, and baby photos.
• Feed Content: 31.9% of U.S. Feed views come from algorithmic recommendations (not just friends or followed pages).
• Native Content: 97.9% of Feed views have no external link—people are mostly consuming content within Facebook.
• News Source: 33% of U.S. adults regularly get news from Facebook.
• Personal Connection: 93% of U.S. users say keeping up with friends and family is their main reason for using Facebook.
• Engagement Rate: The median engagement rate for Facebook Pages is 0.06%—low, but video and Reels can drive much higher rates (1–2%+).
• Video Rules: Users now spend half their time on Facebook watching videos.

Fun Fact: U.S. moms spend a combined 24 billion minutes on Facebook and Messenger each month—more than double the time spent on any other social platform.

Facebook Groups and Communities

Groups are where the magic (and the memes) happen:

• 1.8 billion people use Facebook Groups every month.
• 25 million+ active public Groups worldwide.
• In the U.S., Facebook is the preferred social app for communities—from neighborhood watch to niche hobbies.
• Growth: The number of U.S. users in Groups keeps rising, with features like admin tools and paid subscriptions fueling deeper engagement.
• Marketplace Integration: Many local buy/sell groups feed into Marketplace, making Facebook the new digital town square.

For brands, Groups are a goldmine for building community and loyalty—but remember, nobody likes a pushy salesperson at the block party.

Facebook Analytics: Key Metrics Every Marketer Should Track

If you’re serious about Facebook, you need to get cozy with analytics. Here are the essentials:

• Reach: The number of unique users who see your content. In the U.S., organic reach is just 2.6% of followers per post on average.
• Impressions: Total views, including repeats.
• Engagement Rate: Likes, comments, shares, and clicks divided by reach or followers. The median is 0.06%, but top brands and hot content can hit 0.2% or more.
• Click-Through Rate (CTR): Average for Facebook ads is 0.9%, but carousel and video ads can reach 1.8–1.9%.
• Conversion Metrics: Cost per click (CPC) averages $0.50–$0.80; cost per 1,000 impressions (CPM) in the U.S. is $12–$20—among the highest globally.
• ROI: Facebook ranks #3 in marketer confidence for social media ROI (behind Instagram and LinkedIn), with 67% of marketers confident in their Facebook ROI.

Facebook Insights and Third-Party Tools

• Facebook Insights: Built-in analytics for Pages, with U.S.-specific breakdowns.
• Ads Manager: Deep-dive reporting for campaigns, including age, gender, and region.
• Third-Party Tools: Platforms like Sprout Social, Hootsuite, and Rival IQ help marketers benchmark and optimize performance.

Marketers use these tools to refine targeting, test content, and keep campaigns on track. For more on how to leverage analytics, check out .

Facebook Advertising: Reach, Revenue, and ROI

Advertising on Facebook is big business—especially in the U.S.

• Ad Reach: Up to 280 million people in the U.S.—almost everyone aged 13+ with internet access.
• Ad Revenue: $72 billion from the U.S. & Canada in 2024 (about 44% of Facebook’s global ad revenue).
• Mobile Dominance: 93% of ad revenue comes from mobile ads.
• Ad Costs: U.S. CPM averages $14–$20; CPC ranges from $0.50 to $2.00+ depending on industry.
• Ad Formats: Video ads are the most popular and effective, with carousel ads boasting the highest average CTR (1.9%).
• Performance: Over 3 million businesses advertise on Facebook worldwide; 38.5% of U.S. users are expected to make a purchase on-platform in 2025.

Top Industries and Ad Formats on Facebook

• Biggest Spenders: Retail/e-commerce, financial services, automotive, telecommunications, and political campaigns.
• Video Ads: Short, vertical videos with sound perform best—3% higher conversions per dollar with voiceover.
• Carousel Ads: Highest CTR; great for showcasing multiple products.
• Stories & Reels Ads: Immersive, vertical, and perfect for mobile—especially popular with younger users.
• Lead Ads: Effective for collecting sign-ups and leads directly within Facebook.

Creative, authentic, and mobile-optimized content is the name of the game in 2025.

Facebook for Business: Pages, Shops, and Marketplace

Facebook isn’t just for socializing—it’s a business powerhouse.

• 200 million+ businesses use Facebook’s free tools each month.
• 90% of U.S. businesses are on Facebook in some form.
• Facebook Shops: Over 1 million active Shops and 250 million monthly shop visitors globally.
• Marketplace: 250 million+ sellers worldwide; 4 in 10 U.S. users have shopped on Marketplace.
• Young Adults: 25% of daily active users aged 18–29 in the U.S. & Canada visit Marketplace daily.

Facebook Shops and Social Commerce

• 38.5% of U.S. Facebook users are expected to make a purchase directly on Facebook in 2025.
• Shops and Marketplace are fueling the rise of social commerce—making it easier than ever for users to discover and buy products without leaving the app.

For small businesses, Facebook is often the main web presence, customer service channel, and sales platform—all rolled into one.

Mobile vs. Desktop: How Users Access Facebook

If you’re still designing for desktop first, it’s time to rethink your strategy.

• 98.5% of users access Facebook via mobile.
• 81.8% use only a mobile phone—desktop is now a niche.
• 16 hours 24 minutes per month: Average time U.S. users spend on the Facebook mobile app.
• Desktop Strengths: Still used for long posts, advanced tools, and workplace browsing, but mobile is where the action is.

Facebook App Usage Patterns

• The Facebook app (and Messenger) is consistently among the top 10 most downloaded and used apps in the U.S.
• Features like Stories, Reels, and Marketplace are mobile-first and drive the bulk of engagement.
• Push notifications and in-app sharing keep users coming back throughout the day.

For marketers, the message is clear: design everything for mobile—vertical videos, concise text, and mobile-friendly landing pages.

Facebook Video and Stories: The Rise of Visual Content

Video isn’t just king—it’s the whole royal court on Facebook.

• 4 billion+ video views daily on Facebook.
• 500 million users watch Facebook videos every day, consuming 100 million hours of video content daily.
• Half of all time on Facebook is spent watching videos.
• Reels are the biggest driver of engagement growth, especially among younger users.
• Stories: Over 500 million daily users globally; popular for casual, ephemeral sharing.
• Live Video: Facebook Live videos have double the reach of non-live videos on average.

Facebook Live and Reels

• Reels Engagement: Medium-sized accounts see 1.76% average engagement, with larger accounts sometimes exceeding 2%.
• Live Video: During the pandemic, Facebook Live viewership in the U.S. jumped 50%. Live broadcasts reach about 2.6k people on average, compared to 1.3k for regular videos.
• 85% of Facebook videos are watched without sound—captions are a must.

If you’re not using video, Stories, or Reels in your Facebook strategy, you’re missing out on the formats that drive the most engagement and reach.

Facebook Privacy and Security: User Sentiment and Trends

Let’s talk about the elephant in the room—privacy.

• 72% of U.S. internet users trust Facebook “not much” or “not at all” with their personal data.
• Only 18% of U.S. social media users believe Facebook protects their privacy.
• 1.1 billion fake accounts were removed in Q3 2024 alone.
• Apple’s iOS 14.5 update cost Facebook an estimated $10 billion in ad revenue in 2022 due to reduced tracking and targeting capabilities.
• Regulatory Pressure: California’s CCPA/CPRA and ongoing FTC scrutiny are pushing Facebook to be more transparent and privacy-focused.

Impact of Privacy Changes on Facebook Analytics

• Less Granular Targeting: Removal of sensitive targeting options and reduced third-party data means marketers must rely more on first-party data and broader targeting.
• Conversions API: Facebook’s solution to track conversions in a privacy-compliant way.
• User Behavior: Some users are sharing less or tweaking privacy settings, but overall usage remains high.

For marketers, the takeaway is to build trust, be transparent, and adapt to a privacy-centric world.

Key Takeaways: What Facebook Statistics Mean for You

So, what does all this mean for your Facebook strategy in 2025? Here are the big lessons:

1. Facebook is mature, not dead: With nearly 200 million U.S. users, it’s still the best place to reach a broad, engaged audience. Focus on deepening engagement, not just chasing new followers.
2. Video and mobile are non-negotiable: Half of all Facebook time is spent watching videos. Design for mobile first, use vertical formats, and add captions.
3. Social commerce is booming: Set up Facebook Shops and leverage Marketplace—38.5% of U.S. users are ready to buy on-platform.
4. Community matters: Groups and meaningful interactions drive organic reach. Foster conversations, not just broadcasts.
5. Privacy is the new normal: Respect user data, use first-party data for targeting, and stay up-to-date with privacy regulations.
6. Ad costs are high, but so is ROI: U.S. CPMs are among the world’s highest, but with smart targeting and creative, Facebook ads can deliver strong returns.
7. Customer service is public: Respond quickly to comments and messages—your reputation depends on it.
8. Stay agile: Facebook is always evolving (hello, Reels and the metaverse). Early adopters of new features often see outsized rewards.

If you’re looking to turn Facebook data into actionable insights for your business, don’t forget that tools like can help you scrape, structure, and analyze social data for smarter decision-making. For more tips on leveraging data and automation, check out the .

Final Thoughts

Facebook in 2025 is a platform of paradoxes: trusted by few, used by many; aging in some ways, but still setting trends in others. Whether you’re running ads, building a community, or just trying to keep up with your high school friends, these statistics are your compass. Use them wisely, and you’ll find that Facebook is still one of the most powerful tools in your digital arsenal.

And hey, if you made it this far without checking your own Facebook feed… you might just be in the minority.