Facebook is the largest platform in Meta’s “family of apps,” According to Meta’s Q1 2026 earnings report, the site reached 3.56 billion daily active users in March 2026, up 4% year over year. No other social network comes close to that daily reach—which is why Facebook statistics can give you impactful information about your business’s audience.
For store owners, that scale translates directly into advertising opportunity. In Q1 2026, Meta reported $56.31 billion in revenue (up 33% year over year), driven almost entirely by advertising. Ad impressions across its apps grew 19% year over year in the same period, and the average price per ad rose 12%. Facebook’s audience is substantial, and advertisers are paying more to reach it.
Below, learn about the Facebook statistics that matter most to business owners. You can use this powerful data to learn who uses the platform, what content performs well, and how advertising benchmarks have shifted. You’ll also discover how to put Marketplace, Messenger, and Page Insights to work for your brand.
Table of contents
- How many people use Facebook?
- Facebook demographics
- Facebook revenue statistics
- Facebook usage statistics
- Facebook engagement statistics
- Facebook advertising and marketing statistics
- Facebook video and Reels statistics
- Facebook Marketplace statistics
- Facebook Messenger statistics
- How to use Facebook statistics for your business
- Facebook statistics FAQ
How many people use Facebook?
At the end of 2025, Meta announced there were more than two billion daily active users on Facebook. This makes up a large portion of users across Meta’s apps, which include WhatsApp, Instagram, and Messenger. Daily users across all these apps hit 3.56 billion in March 2026.
Facebook demographics
71% of US adults use Facebook, making it the second most widely used online platform in the country, after YouTube.
Facebook statistics show that women are more likely than men to use the platform.
India, the US, Indonesia, and Brazil have the largest national user bases, according to Statista.
Pew Research also shows that 33% of American teens report using Facebook, which is down from 71% in 2014–15. Young users have migrated to YouTube, TikTok, and Instagram.
Facebook revenue statistics
Meta generated $56.31 billion in total revenue in Q1 of 2026, up 33% year over year. Advertising accounts for the vast majority of that revenue, accounting for more than $196 billion in 2025 (a 22% increase compared to the previous year).
Ad impressions across Meta’s Family of Apps increased 19% year-over-year in Q1 of 2026, while the average price per ad increased 12% year-over-year in Q1 of 2026.
The average revenue per user across Meta platforms was $57.03 in 2025, which is an increase of $7.40 from 2024.
Facebook usage statistics
Facebook users on Android spend an average of 67 minutes per day in the app.
On top of that, 74% of Facebook users visit the platform daily, including 37% who visit several times a day. This is the highest daily usage rate of any social platform measured.
Daily usage is highest among middle-aged adults: 58% of 30 to 49 year-olds and 54% of 50 to 64 year-olds report visiting Facebook daily.
Facebook engagement statistics
The average Facebook engagement rate across business pages was 0.15% in 2025, according to Socialinsider’s benchmark data. That figure has declined steadily over several years, with Facebook engagement dropping 36% last year.
When it comes to content type, the same study shows that posts from sports teams get the highest engagement (0.23%). This is followed by higher education posts (0.13%), content posted by influencers (0.1%), and travel content (0.06%).
As for post formats, Facebook statistics show that status posts got the most engagement (0.2%, up from 0.15% in 2024). This was followed by albums (0.18%), Reels (0.18%), images (0.15%), and link posts (0.05%). In Q1 of 2026, Reels were the only format to register a year-over-year increase.
Brands reduced their posting volume in 2025 by 22%, averaging around 39 posts a month. However, they posted more Reels, which increased from an average of five a month to seven a month from the previous year.
Facebook advertising and marketing statistics
Facebook remains one of the highest-ROI advertising channels for direct-to-consumer brands, but only if campaigns are structured well and optimized. In fact, 86% of marketers use Facebook for marketing, with 47% saying it’s their top choice when it comes to social ads.
Dan Demsky, cofounder and CEO at clothing brand Unbound Merino, describes how consistent ad iteration has sustained the brand’s return on ad spend (ROAS): “We just ended up figuring out this system where, by adding more and more ads and making more iterations of the winning ads and killing the loser ads, and just really staying on top of it, we can just add a little bit of budget every week. So, we do one and a half percent every single week we add, and our ROAS never dipped below three.”
The benchmarks below are drawn from LocaliQ’s 2025 Facebook Advertising Benchmarks report, which analyzed Facebook statistics for thousands of US-based campaigns:
- Average click-through rate (CTR) for traffic campaigns: 1.71%, up from 1.57% in 2024
- Average cost per click (CPC) for traffic campaigns: 70¢, down 6.7% year over year
- Average CTR for leads campaigns: 2.59% (flat year over year)
- Average CPC for leads campaigns: $1.92 (slightly up from $1.88)
- Average conversion rate for leads campaigns: 7.72%, down from 8.67% the prior year
- Average cost per lead: $27.66, up 21% year over year, but still substantially below Google’s average CPL of $70.11
This data is confirmed by how many marketers plan to use Facebook over the next 12 months. 12% of marketers say they’ll be decreasing organic activities on the platform, but 38% plan to increase their usage of it.
Here’s a breakdown of what the marketers surveyed plan on using Facebook for:
- Increase exposure (63%)
- Boost traffic (41%)
- Generate leads (39%)
- Develop loyal fans (32%)
- Increase sales (31%)
And when it comes to the kind of audience these brands serve, 91% of business-to-consumer (B2C) brands use Facebook compared to 83% of business-to-business (B2B) brands.
“We’ll do $60 million this year,” says Dan. “We’re spending more than $20,000 a day on Meta. Our ROAS never dipped below three. Like, it just keeps going.”
According to a 2025 Shopify survey, 31% of store owners earning more than $1 million in annual revenue cite paid advertising as their most effective growth strategy. More than 60% of Clothing & Apparel store owners sell on Meta, the highest platform concentration of any vertical.
Shopify store owners can run Facebook ads directly from the Shopify admin. See the Marketing on Facebook guide in the Shopify Help Center to get started. For stores with decent purchase data, Shopify Audiences can use Facebook statistics to generate high-intent custom audiences to improve ad targeting on Meta.
Facebook video and Reels statistics
Short-form video now dominates how Facebook users engage with the platform. According toSprout Social’s Social Media Content Strategy Report, nearly half of Facebook users (48%) say short-form video is the content type they interact with most. This is followed by text posts (32%) and live video (22%).
Meta’s own data confirms the algorithmic push behind this behavior:
- Facebook video time grew double-digits year over year in the US in Q4 of 2025.
- Over 25% more Reels were published than the prior quarter.
- Nearly 10% of the Reels people view each day are now created in Meta’s Edits app, almost tripling from the previous quarter.
The engagement sweet spot for Facebook Reels is 90 to 120 seconds.
At the content level, Socialinsider’s 2026 Organic Facebook Engagement Benchmarks is based on analysis of 25 million Facebook posts from more than 130,000 business pages. This study of Facebook statistics shows that Reels were the only format to register a year-over-year engagement increase in Q1 of 2026.
Facebook Marketplace statistics
One-fifth of global consumers (20.1%) have bought something on Facebook Marketplace, and it’s the largest social commerce destination in the US with the biggest social buyer base of any platform, according to eMarketer.
For store owners, Marketplace has a low-friction path to product discovery for buyers who are already on the platform with purchase intent. Salt Boutique, a women’s clothing retailer in Massachusetts, saw a 625% increase in monthly online sales in the year after switching to Shopify and unifying its Facebook and Instagram product catalogs. Owner Jennifer Devlin credits shoppable social links as a direct driver. “With Shopify, we can post a shoppable link on Instagram or Facebook, which makes it easier to buy our products or click through to our online store,” she says.
Store owners can connect their Shopify product catalog to Marketplace and Facebook Shops via the Facebook and Instagram by Meta sales channel.
Facebook Messenger statistics
Messenger is the fifth most popular social platform, with 38.4% of online adults saying they’ve used it in the past month.
In fact, Messenger has more than one billion monthly active users. Click-to-Message ads revenue grew more than 50% year over year in the last quarter of 2025, driven by a strong adoption of Website to Message ads. This shows that consumers are engaging with brands on the platform.
Shopify was the first commerce platform to integrate with Facebook Messenger, which it announced in April 2016. As well as being one of the most popular social media platforms, Messenger is also very valuable as a customer service and order communication channel. Shopify Inbox integrates with Facebook Messenger, allowing store owners to manage conversations, send order updates, and respond to pre-purchase questions from a single inbox.
How to use Facebook statistics for your business
Facebook gives you a large volume of data about your audience, content, and ad performance. The platform surfaces this across four core metric areas: engagement (likes, comments, shares, saves), reach (how many people saw your content), audience insights (who those people are), and conversion tracking (what actions they took after seeing your content).
Here’s how to use Facebook statistics to improve your business:
- Meta Business Suite and Page Insights. Page Insights gives you post-level data on reach, engagement, and follower growth. Use it to identify which content formats and topics drive the most responses, then shift your posting mix to reflect that.
- Audience Insights. Audience Insights shows you the demographic and interest breakdown of your current followers, and of custom audiences that you can define. Before launching a new ad campaign, cross-reference Audience Insights with your Shopify customer data to confirm you’re targeting the right segments.
- Meta Pixel and data sharing. Meta Pixel tracks the actions visitors take on your Shopify store after clicking a Facebook or Instagram ad. It lets you retarget users who visited but didn’t buy, and optimize conversion. You can set up Facebook data sharing in Shopify to strengthen Pixel data and improve campaign performance.
“We have two private Facebook groups currently with thousands of families in there every day that we’re in constant dialogue with,” says Susie Harrison, cofounder at digital calendar brand Hearth Display on using Facebook customer feedback to build her brand. “We’re constantly talking to them in real time on a platform that feels native and comfortable to them to get their honest and candid feedback,.
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Facebook statistics FAQ
How many people use Facebook?
Meta’s “family of apps,” which includes Facebook, Instagram, Messenger, and WhatsApp, averaged 3.56 billion daily active users in March 2026, according to Meta’s Q1 2026 earnings report. In the US, 71% of adults access Facebook, making it the second most widely used online platform in the country behind YouTube, according to Pew Research Center’s Americans’ Social Media Use 2025.
What age group uses Facebook the most?
In the US, adults aged 30 to 49 are the most likely to use Facebook, with 80% of that age group reporting use, according to Pew Research Center’s Americans’ Social Media Use 2025. This age demographic is also among Facebook’s most frequent visitors, with 58% of 30 to 49 year-olds reporting visiting the site daily.
Where do most Facebook users come from?
India has the largest Facebook audience of any country, followed by the US and Brazil, according to Statista.
Is Facebook still growing?
Yes. Meta’s family DAP, or daily active people, grew 7% year over- year, to 3.58 billion in December 2025, and 4% year over year, to 3.56 billion in March 2026, according to Meta’s Q4 2025 and Q1 2026 earnings reports. In the US, Pew Research Center’s November 2025 data shows Facebook usage has remained stable among adults, holding at 71%, which is consistent with previous years.
What is the average engagement rate on Facebook?
The average engagement rate across Facebook business pages is 0.15%, according to Socialinsider’s 2026 Organic Facebook Engagement Benchmarks. This is based on analysis of 25 million posts from over 130,000 business pages. Reels are the only content format currently trending upward, reaching 0.15% engagement in Q1 of 2026.
