3 years ago, we published a report on 2011 Facebook Demographics & Statistics that covered gender, location, education, and more (US only). Recently we dove into Facebook’s Social Advertising platform to get a refreshed snapshot of the same data points to see what exactly has happened over time and to look at the numbers behind many recent claims: teenagers are leaving by the millions. Enjoy!

Top Insights:

1) Teens (13-17) on Facebook have declined –25.3% over the last 3 years.

2) Over the same period of time, 55+ has exploded with +80.4% growth in the last 3 years.

3) Of the major metropolitan areas, San Francisco saw the highest growth with +148.6%, a stark contrast with Houston which saw +23.8% growth.

We also took a closer look at the Teens (13-17 year olds) and the Folks (55+) to get a better understanding of their current representation on Facebook.

UPDATE — Thanks for all the feedback and comments on this post, here’s a quick clarification:

Many have commented on the fact that “Teens” (age 13-17 in this post) as we recorded in 2011 have now grown into the 18-24 year old demographic. While that’s true, the primary point of this post was simply to draw attention to the fact that Facebook’s Social Advertising platform shows 3 million fewer addressable 13-17 year olds today compared to 2011.