Six years ago we published a snapshot report on Facebook demographics by pulling data directly from Facebook’s Advertising Platform to find the addressable market (i.e. the number of users you can potentially target). Three years ago, we published an updated report that went viral highlighting the fall of the 13-17 year olds. Exactly three years later, we’ve compiled an updated look at shifting Facebook Demographics. Enjoy!
1) The 55+ demographic has exploded with almost 50% growth over the last three years, followed by 20% growth for 35-54 year olds.
2) For 13-17 year olds, though a -40%, 4 Million decline appears stark, recent reports have shown that teen engagement is actually up, with an all-time high of 65% of teens reporting daily usage (higher than Instagram and even Snapchat).
3) Houston, Atlanta, and Boston have seen the largest growth, LA and Chicago the slowest, and New York City posting a -3% loss.
Key Callouts and Caveats:
1) Even taking expected demographic shifts into account (e.g. 52-54 year olds joining the 55+ demographic over the last 3 years), the numbers remain significant.
2) Changes in the Facebook’s Algorithm are pushed frequently enough to have potentially shifted these numbers (in both directions).
3) Facebook has been more vigilant over the years in purging fake profiles/accounts, which could certainly impact the declining numbers for the younger demographics.
Let us know if we’ve missed anything, or if you’d like a copy of the full report (which includes data on relationship status, political affiliation and more)!