In a small café in Austin, Texas, a 68-year-old grandmother shares reels of her garden with her granddaughter, who lives in Tokyo. Meanwhile, a high school student in Nairobi livestreams his gaming tutorial to friends across the world. Behind these everyday moments is Facebook — the digital backbone connecting over 3 billion people globally. As Facebook evolves, so do the ways we interact, advertise, and engage. This article unpacks the latest 2025 Facebook statistics, highlighting who’s using the platform, how often, and what it all means for users and businesses alike.

Editor’s Choice

• Facebook has crossed 3.07 billion monthly active users (MAUs) as of Q1 2025 — a 2.4% YoY increase.
• The United States remains Facebook’s second-largest user base, with over 193 million active users.
• Roughly 42% of Facebook’s users are aged 25–34, continuing to be the dominant age group.
• As of 2025, 81.2% of Facebook users access the platform only via mobile devices.
• The average daily time spent on Facebook globally in 2025 is 34 minutes.
• Facebook’s video content views have increased by 18% YoY, with short-form videos driving the trend.
• The platform now supports over 200 million active business pages.

Most Popular Social Media Platforms Among Marketers

• Facebook remains the top choice for marketers, with 93% using it to reach their audience.
• Instagram is the second most-used platform, favored by 78% of marketers for its visual appeal and engagement.
• LinkedIn is trusted by 61% of marketers, especially in B2B sectors.
• YouTube is utilized by 55% of marketers, highlighting the growing importance of video content.
• Twitter is still relevant, with 48% of marketers using it for real-time updates and engagement.
• TikTok is gaining traction, but is currently used by only 9% of marketers.
• Snapchat is the least used, with just 4% of marketers leveraging it for brand promotion.

Total Number of Facebook Users Worldwide

• As of April 2025, Facebook has reached 3.07 billion monthly active users, maintaining its position as the most used social media platform globally.
• Daily active users (DAUs) stand at 2.1 billion, indicating that 68% of monthly users engage daily.
• From Asia-Pacific alone, there are now 1.36 billion MAUs, led by India, Indonesia, and the Philippines.
• Facebook’s user growth in Latin America reached 9.7% YoY, now totaling over 320 million MAUs in the region.
• North America’s growth has plateaued, with 210 million MAUs, showing just 0.3% YoY growth.
• Africa experienced the highest growth rate in 2025 at 6.5%, reaching 180 million MAUs.
• Over 90% of new user growth in the past 12 months came from developing regions.

Facebook User Demographics by Age and Gender

• The largest demographic remains users aged 25–34, making up 42.1% of the platform’s user base.
• Users aged 18–24 account for 22.7%, while the 35–44 age group comprises 16.3%.
• Usage among those aged 55+ has risen to 8.9%, continuing a 3-year upward trend.
• Males represent 56.4% of users, while females make up 43.6%, based on self-identified binary data.
• Gender parity is highest in North America, where the split is nearly 50/50.
• Among Gen Z users (18–24), Facebook usage declined by 3%, with many shifting engagement to Instagram and TikTok.
• The 65+ age group saw a 9% increase in usage, especially in the U.S. and Western Europe.

Average Time Spent on Facebook by Age Group

• Users aged 55–64 spend the most time on Facebook, averaging 45 minutes per day.
• The 45–54 age group follows closely, with 36 minutes of daily use.
• Those aged 65+ spend about 33 minutes on the platform daily.
• The 35–44 group logs 30 minutes per day, reflecting strong mid-age engagement.
• Users aged 25–34 spend 27 minutes daily on average.
• Surprisingly, the 18–24 age group has the lowest average time at 24 minutes per day, showing a shift to other platforms.

Country-Wise Distribution of Facebook Users

• India remains the largest market with 466 million users, accounting for over 15% of Facebook’s total user base.
• The United States follows with 193 million users.
• Indonesia ranks third with 150 million users, showing 5.1% YoY growth.
• Brazil has 118 million users, maintaining its position as the leading market in Latin America.
• Mexico and the Philippines each have over 85 million users.
• European usage is stable, with Germany at 45 million and the UK at 42 million.
• Emerging growth markets include Bangladesh (48 million) and Nigeria (39 million).

Facebook App Usage Trends and Engagement Rates

• In 2025, Facebook’s mobile app continues to dominate, with over 98% of users accessing it via smartphones at least once daily.
• Average session duration per visit is 5.7 minutes, with users averaging 6.2 sessions per day.
• The Facebook Lite app saw a 12% increase in daily usage, especially in low-bandwidth regions like Southeast Asia and Sub-Saharan Africa.
• Facebook Stories has 2.04 billion daily viewers.
• The platform’s algorithmic feed now drives 72% of all post engagement, compared to 68% last year.
• Users interact (like, comment, share) with an average of 22 posts per week.
• In 2025, the average Facebook user follows 213 Pages and is a member of 18 groups.
• Notifications via push alerts increased user return rates by 8.6%.
• Dark mode usage surged to 63%, especially among users aged 18–35.
• Interactive posts (polls, Q&A, avatars) saw 19% higher engagement than static text/photo updates.

Facebook Reels Ad Audience Breakdown by Age and Gender

• The largest male ad reach comes from users aged 25–34, accounting for 23% of the total male audience.
• The female ad reach also peaks in the 25–34 age group at 12%, making it the most engaged segment across both genders.
• 18–24-year-old males represent 14% of the ad reach, while females in the same age group account for 7%.
• In the 35–44 bracket, 15% of males and 10% of females are reached by Facebook Reels ads.
• Ad reach declines steadily in older groups, with 45–54 males at 7% and females at 5%.
• For users aged 55–64, 4% of males and 3% of females are reached.
• The 65+ segment is the smallest, with 2% ad reach for both males and females.
• The 13–17 age group shows the lowest reach overall, with 1% for males and just 0.5% for females.

Facebook Advertising Revenue and Market Share

• Facebook generated $144.3 billion in advertising revenue in 2024, and early projections suggest $153 billion for 2025.
• North America accounts for the largest revenue share — about 42%, followed by Europe at 27%.
• The average cost-per-click (CPC) on Facebook increased to $1.12, up 6.7% YoY.
• Small and medium-sized businesses (SMBs) now represent 64% of ad spend volume on the platform.
• Facebook’s share in the global digital ad market is 21.9%, maintaining a steady second place behind Google.
• The average ad conversion rate is 9.2%, with retargeting ads showing the highest ROI.
• Video ads drive 34% of total ad engagement, outperforming image ads in click-through rates.
• Facebook Shops ads generated over $6.4 billion in revenue, up 17.2% from last year.
• The platform has expanded its AI-powered Advantage+ campaigns, used by 48% of advertisers.
• The average monthly ad reach for a brand page in the US is 14.7 million users, representing a 7% reach rate.

Facebook Video Content Consumption

• Facebook users watch over 5 billion videos daily, a 19% YoY growth in video content views.
• Short-form videos (under 60 seconds) now account for 71% of all video plays on the platform.
• Facebook Reels hit 320 million daily viewers, growing at a double-digit rate for the third consecutive year.
• Live video streaming, while declining overall, still sees an average watch time of 10.3 minutes per session.
• The most engaging video formats in 2025 are tutorial-style Reels and documentary-style mini-series.
• Sound-on viewing has increased by 11%, thanks to better audio features and voice-over content.
• Videos with captions enjoy 15% higher completion rates than those without.
• The average video engagement rate across all content types is 6.3%.
• The US leads in total video consumption per user, with an average of 67 minutes per week.
• Auto-play settings drive 54% of video views, especially among mobile users in the 25–44 age group.

Facebook Ad Campaign Lead Generation Benchmarks

• The average click-through rate (CTR) for Facebook lead generation ads is 2.50%.
• The cost per click (CPC) stands at $1.92, indicating the average spend per user engagement.
• The conversion rate is relatively strong at 8.25%, showing effective lead capture.
• The average cost per lead comes to $23.10, reflecting the investment needed to acquire a single lead.

Facebook Business Page and Marketplace

• There are now over 200 million active Facebook Business Pages worldwide.
• Pages with consistent weekly content updates see 2.3x higher reach than those with sporadic activity.
• Facebook Marketplace supports over 1.6 billion monthly users, with 280 million listings active at any given time.
• Small local businesses report that 42% of their online inquiries come through Marketplace listings.
• In 2025, the average response time on business pages improved to under 2 hours, enhancing customer satisfaction.
• Over 75 million pages have connected Instagram and WhatsApp for cross-platform customer support.
• Marketplace sales of refurbished electronics rose 31% YoY, becoming the top-performing category.
• Product tagging in Page posts increased purchase conversions by 14.2%.
• Verified business pages receive 26% more engagement, especially in trust-sensitive categories like health and finance.
• New automated messaging features are now used by 62% of business pages, streamlining FAQ and lead generation.

Facebook Messenger Usage Data

• Facebook Messenger has over 930 million monthly active users in 2025, up 4.2% from last year.
• The platform sees over 24 billion messages sent per day.
• Business-to-consumer (B2C) messaging has grown by 28% YoY, with retail, travel, and education as top sectors.
• Messenger’s end-to-end encryption rollout is now complete for all one-on-one and group chats.
• Users spend an average of 21 minutes per day on Messenger globally.
• Interactive features, like polls and instant reactions, saw usage increase by 12% this year.
• Messenger Rooms (video calls) continue to see 10 million daily sessions, particularly in remote work and education.
• Chatbots now handle 38% of first-response messages for businesses.
• Cross-platform messaging between Messenger and Instagram DMs represents 16% of daily messages.
• The most active demographic is users aged 25–44, making up 59% of Messenger’s total user base.

Facebook Engagement Rates by Post Type

• The average engagement rate across all post types on Facebook is 0.05%.
• Photo posts generate the highest engagement at 0.08%, making them the most effective content type.
• Video posts come next with an engagement rate of 0.06%, showing strong user interaction.
• Status posts see a modest 0.04% engagement rate, slightly below the overall average.
• Link posts perform the weakest, with only 0.02% engagement, indicating lower user interest.

Mobile vs Desktop Usage on Facebook

• As of 2025, mobile-only usage accounts for 81.2% of Facebook’s global user base.
• Desktop-only usage has shrunk to 2.9%.
• Dual-platform users (both mobile and desktop) comprise the remaining 15.9%.
• Android devices dominate, representing 71% of all mobile Facebook traffic.
• iOS usage grew modestly to 26%, largely due to higher adoption in North America and Western Europe.
• Tablet usage remains low at 1.7%, though slightly higher among senior demographics.
• Mobile app users spend 36% more time on Facebook than desktop users.
• Desktop users engage more with long-form content, while mobile users dominate video and Reels views.
• Facebook’s instant articles load 60% faster on mobile, contributing to a higher dwell time.
• Push notifications on mobile drive 35% more return visits compared to email alerts used on desktop.

Facebook’s Role in Social Media Traffic and Referral Rates

• In 2025, Facebook is responsible for 22.3% of all social media referral traffic globally, second only to YouTube.
• Facebook drives nearly 50% of referral traffic to e-commerce websites in North America.
• The platform accounts for 39% of social referral traffic to news and media websites, surpassing Twitter/X and Reddit.
• Click-through rate (CTR) on shared links averages 5.1%, with headlines and thumbnails playing a critical role in performance.
• Referral traffic from Facebook Groups has grown by 14.8%, highlighting the role of community-led content.
• Facebook sends 10.6 times more traffic to external sites than Instagram, as of Q1 2025.
• Content shared during peak hours (7–10 p.m. local time) receives 23% more referral clicks.
• Facebook’s Smart Distribution AI now identifies high-conversion posts and boosts their reach by up to 32%.
• Local SEO specialists now rank Facebook as the #1 platform for driving referral traffic to regional service sites.
• Mobile-generated referral traffic rose to 88%, making mobile optimization essential for shared URLs.

How Long Users Have Had a Facebook Account (By Age Group)

• Among users aged 18–24, only 12% have been on Facebook for over 10 years, while 32% have had an account for just 1–3 years.
• 50% of users aged 25–34 have had a Facebook account for more than 10 years, with only 4% joining in the past year.
• The 35–44 age group shows the highest longevity, with 61% having used Facebook for over a decade.
• In the 45–54 range, 57% have had Facebook accounts for more than 10 years, and 21% have been users for 7–10 years.
• 51% of those aged 55–65 are also long-time users, with account history exceeding 10 years.
• In contrast, younger users show shorter durations, with 71% of 18–24 year-olds using Facebook for less than 6 years.

Facebook Group and Community Engagement Stats

• There are now 1.96 billion users engaging in Facebook Groups monthly, with over 750 million actively participating in niche communities.
• Engagement in private groups has increased by 22% YoY, driven by interests in parenting, wellness, and finance.
• The average Facebook user is a member of 18 groups and actively participates in 6.
• Groups focused on local communities (e.g., neighborhoods, buy/sell) account for 32% of all group interactions.
• Group post visibility is 3.6x higher than posts from business pages.
• Polls and live Q&A sessions in groups increased user participation by 21%.
• Admins using Facebook’s moderation tools reported a 68% decrease in rule violations and spam.
• Group Reels, introduced in late 2024, now account for 11% of group interactions.
• Top-performing groups have adopted weekly “engagement days” (e.g., Monday Tips, Friday Wins), boosting participation by 17.5%.
• Facebook now flags high-growth groups, recommending them to new users, contributing to a 9.2% increase in join rates.

Facebook in Comparison to Other Social Media Platforms

• Facebook remains the largest social network globally with 3.07 billion MAUs, ahead of YouTube (~2.8B), WhatsApp (~2.6B), and Instagram (~2.2B).
• TikTok surpasses Facebook in average session length, clocking 11.2 minutes per session vs Facebook’s 5.7 minutes.
• Instagram Reels outpace Facebook Reels in growth, but Facebook still leads in total video views due to its massive user base.
• Twitter/X has a lower engagement rate, with the average user spending just 15 minutes/day compared to Facebook’s 34 minutes.
• Snapchat and Threads continue to see growth in under-25 audiences, but their combined user base is less than half of Facebook’s.
• In 2025, LinkedIn and Facebook are neck-and-neck for B2B lead generation, but Facebook wins on cost-per-lead.
• YouTube leads in long-form video retention, while Facebook’s strength lies in feed-based discovery.
• Reddit users spend more time per session (7.4 mins), but Facebook generates 10x more referral traffic.
• Pinterest trails in DAU/MAU ratios, with Facebook’s ratio being more than double in comparison.
• Meta’s integration strategy across Facebook, Instagram, and WhatsApp gives it unmatched cross-platform ad reach.

Recent Developments in Facebook Features and Policy Changes

• Facebook AI Feed Personalization, launched in early 2025, dynamically adjusts content based on user mood signals and interaction history.
• Facebook introduced Reels Placement Boosting for creators, allowing targeted promotion of short-form videos with micro-budgets.
• Meta now enforces stricter transparency rules — political and issue-based ads must now include verified source labels and geotagged disclosures.
• Avatar reactions now support custom gestures and facial expressions, increasing use by 19% in Q1 2025.
• Enhanced parental controls and teen usage alerts have been rolled out globally, allowing time caps and content filters.
• Facebook’s new creator monetization model provides a 70% revenue share for ads shown in Reels — a direct challenge to YouTube’s Shorts program.
• A new Marketplace safety center includes identity verification, scam detection alerts, and buyer-seller ratings.
• Community Moderation AI, released in beta, now assists group admins with comment filtering and user behavior monitoring.
• Facebook is currently piloting AI-generated summaries for long posts, aiming to boost skim-read engagement.
• The Meta Verified subscription was extended to business pages in 2025, offering increased reach and premium support.

Conclusion

Facebook’s reach, functionality, and influence in 2025 remain unrivaled, but its ecosystem is not without challenges. The platform is adapting to shifting demographics, evolving content preferences, and increasing scrutiny over privacy and authenticity. From short-form video surges to AI-powered personalization, Facebook continues to reinvent its core to remain relevant in a hyper-competitive social media landscape.

For marketers, creators, and users alike, staying in tune with Facebook’s evolving statistics is crucial, not just to understand where the platform is, but where it’s heading next.

Sources

• https://www.statista.com/topics/751/facebook/
• https://backlinko.com/facebook-users
• https://thesocialshepherd.com/blog/facebook-statistics
• https://socialmediacurve.com/facebook-statistics/
• https://www.demandsage.com/facebook-statistics/
• https://kinsta.com/blog/facebook-statistics/
• https://www.charleagency.com/articles/facebook-statistics/
• https://www.omnicoreagency.com/facebook-statistics/

ABOUT AUTHOR

by Barry Elad