Facebook Stats and Trends

Page updated: 05 November 2021

Essential Facebook stats for 2021

Facebook had 2.910 billion monthly active users in October 2021,(a) placing it 1st in our ranking of the world’s most ‘active’ social media platforms.(b)

What’s more, data published in the company’s most recent investor earnings report shows that Facebook’s monthly active users have grown slightly over the past three months.(a)

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The total number of people that use Facebook each month increased by roughly 15 million (+0.5%) in the three months leading up to October 2021.(a)

These latest figures indicate that roughly 36.9% of all the people on Earth use Facebook today.(c)

However, because the company limits use of its platform to people aged 13 and above, Facebook’s ‘eligible’ use rate will likely be even higher than these figures suggest.(c)

Facebook's Monthly Active Users Over Time October 2021 DataReportal

Digging deeper

Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand Facebook use all over the world, including:

  • The number of Facebook users around the world

  • How quickly Facebook is growing

  • Facebook’s top countries

  • Facebook users by world region

  • Facebook’s audience demographics

Towards the bottom of this page, you’ll also find a complete report on Facebook adoption and use around the world, as well as an in-depth report that explores how users in almost every country in the world engage with Facebook content.

You can also learn how Facebook compares to other social media platforms on our social media overview page.

Important notes

Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Facebook’s own tools, resources, and company statements. You’ll find details of individual data sources listed at the bottom of this article.

We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.

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How many Facebook users are there in 2021?

Facebook is one of the world’s top social networks, but just how many people use Facebook today?

Here’s what the latest data tell us:

  • Number of Facebook users in the world (monthly active users): 2.910 billion (October 2021)(a)

  • Number of people who use Facebook each day (DAU): 1.930 billion (October 2021)(a)

  • Share of Facebook’s monthly active users who log in each day: 66% (October 2021)(a)

  • Size of Facebook’s global advertising audience: 2.276 billion* (October 2021)(d)

  • Facebook’s global advertising audience as a percentage of the platform’s total active user base: 78.2%* (October 2021)(e)

Facebook’s monthly active users equate to 36.9% of all the people on Earth today.(c)

To put that in perspective, Facebook’s active user base is now larger than the total populations of China and India combined.(c)

However, Facebook restricts use of its platform to people aged 13 and above, so if we focus only on the people who are old enough to use Facebook, the data suggest that 47.3% of all those people on Earth who are old enough to use Facebook already do so.(c)

Moreover, if we also remove the people in this age group who live in China – where Facebook is still blocked – the platform’s eligible adoption rate increases to 59.1%.(c)

*Note: There may be various reasons why Facebook’s advertising audience number is smaller than the platform’s total active user base, including the impact of US sanctions, and individual user behaviours.

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How fast is Facebook growing in 2021?

Change in Facebook’s monthly active users

  • Change in the number of Facebook monthly active users around the world in the past 3 months: +15 million (Jul 2021 to Oct 2021)(a)

  • Quarterly change in Facebook’s global monthly active users: +0.5% (Jul 2021 to Oct 2021)(a)

  • Change in the number of Facebook monthly active users around the world in the past 12 months: +170 million (Oct 2020 to Oct 2021)(a)

  • Annual change in Facebook’s global monthly active users: +6.2% (Oct 2020 to Oct 2021)(a)

Change in Facebook’s daily active users

  • Change in the number of Facebook daily active users around the world in the past 3 months: +22 million (Jul 2021 to Oct 2021)(a)

  • Quarterly change in Facebook’s global daily active users: +1.2% (Jul 2021 to Oct 2021)(a)

  • Change in the number of Facebook daily active users around the world in the past 12 months: +110 million (Oct 2020 to Oct 2021)(a)

  • Annual change in Facebook’s global daily active users: +6.0% (Oct 2020 to Oct 2021)(a)

Change in Facebook’s advertising audience reach

  • Change in the number of users around the world that were shown ads on Facebook in the past 3 months: +24.7 million (Jul 2021 to Oct 2021)(e)

  • Quarterly change in Facebook’s global advertising reach: +1.1% (Jul 2021 to Oct 2021)(e)

  • Change in the number of users around the world that were shown ads on Facebook in the past 12 months: +139.5 million (Oct 2020 to Oct 2021)(e)

  • Annual change in Facebook’s global advertising reach: +6.5% (Oct 2020 to Oct 2021)(e)

Facebook's MAUs and Facebook's Advertising Audience Reach Over Time October 2021 DataReportal

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Which countries have the most Facebook users in 2021?

Based on the advertising audience reach numbers published in Facebook’s self-service tools in October 2021,(d) the latest data show that:

  1. India has at least 349 million active Facebook users
  2. The United States of America has at least 194 million active Facebook users
  3. Indonesia has at least 143 million active Facebook users
  4. Brazil has at least 127 million active Facebook users
  5. Mexico has at least 96 million active Facebook users
  6. The Philippines has at least 91 million active Facebook users
  7. Vietnam has at least 74 million active Facebook users
  8. Thailand has at least 55 million active Facebook users
  9. Bangladesh has at least 48 million active Facebook users
  10. Egypt has at least 48 million active Facebook users

Note: the figures shown above are based on Facebook’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals.

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How many users does Facebook have in each world region in 2021?

The figures below are based on Facebook’s advertising audience data for October 2021.(d)

Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.

  • Number of active Facebook users in Northern America: 216.4 million

  • Number of active Facebook users in Central America: 123.3 million

  • Number of active Facebook users in the Caribbean: 13.6 million

  • Number of active Facebook users in Southern America: 278.2 million

  • Number of active Facebook users in Western Europe: 85.0 million

  • Number of active Facebook users in Northern Europe: 62.1 million

  • Number of active Facebook users in Southern Europe: 77.3 million

  • Number of active Facebook users in Eastern Europe: 75.3 million

  • Number of active Facebook users in Northern Africa: 107.1 million

  • Number of active Facebook users in Western Africa: 59.5 million

  • Number of active Facebook users in Middle Africa: 14.1 million

  • Number of active Facebook users in Eastern Africa: 42.8 million

  • Number of active Facebook users in Southern Africa: 29.0 million

  • Number of active Facebook users in Western Asia: 111.9 million

  • Number of active Facebook users in Central Asia: 5.3 million

  • Number of active Facebook users in Southern Asia: 470.0 million

  • Number of active Facebook users in Southeastern Asia: 427.5 million

  • Number of active Facebook users in Eastern Asia: 56.0 million

  • Number of active Facebook users in Oceania: 22.1 million

Note: the figures shown above are based on Facebook’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals.

Share of Facebook's Global Advertising Audience by Region October 2021 DataReportal

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What do Facebook’s audience demographics look like in 2021?

Based on Facebook’s advertising audience data* for October 2021:(d)

  • 43.5% of Facebook’s global users are female

  • 56.5% of Facebook’s global users are male

Facebook’s global user base skews male, because – around the world – men are more likely than women to have access to the internet (see our latest Global Digital Report for more details).

This is driven by digital demographics in the developing world.

For example, 40.0% of Facebook’s advertising audience in Africa is female, while just 25.0% is female across Southern Asia.(e)

Want to know what Facebook demographics look like in your country? Check out our free country report library.

*Notes: the figures above are based on Facebook’s potential advertising reach data, and may not correlate with the number of monthly active users. Facebook’s self-service advertising tools only report gender data for ‘female’ and ‘male’.

Overview of Facebook's Global Advertising Audience October 2021 DataReportal

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What’s the average age of Facebook’s users in 2021?

Facebook doesn’t publish a detailed breakdown of its advertising audience for all ages, so there’s no easy way to calculate the average age of its active user base.

However, based on the latest available data,(d) the median age of Facebook’s advertising audience is 31 years old.(e)


Do young people still use Facebook in 2021?

Media hype and headlines can sometimes make it difficult to understand who’s really using Facebook.

Despite various articles depicting an ‘exodus’ of younger users, data show that young people are still some of the heaviest users of Facebook aound the world – especially in developing economies.(e)

The company’s own tools report that advertisers could reach the following worldwide audiences on Facebook in October 2021:(d)

  • 127 million users aged 13 to 17 (5.6% of Facebook’s total ad audience)

  • 517.7 million users aged 18 to 24 (22.8% of Facebook’s total ad audience)

  • 707.3 million users aged 25 to 34 (31.1% of Facebook’s total ad audience)

  • 403.6 million users aged 35 to 44 (17.8% of Facebook’s total ad audience)

  • 245.8 million users aged 45 to 54 (10.8% of Facebook’s total ad audience)

  • 151.5 million users aged 55 to 64 (6.7% of Facebook’s total ad audience)

  • 118.3 million users aged 65 and above (5.2% of Facebook’s total ad audience)

Want to know more about the age profile of Facebook users in your country? Check out our free country report library.

Notes: the figures shown above are based on Facebook’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below.

Profile of Facebook's Global Advertising Audience by Age and Gender October 2021 DataReportal

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How many people use Facebook on mobile devices?

Facebook’s self-service advertising tools no longer publish details of Facebook usage by device.

However, the last updates to data published in the these tools in July 2021 showed that:

  • 98.5% of Facebook’s audience aged 18+ accessed the platform via a mobile phone in July 2021

  • 16.7% of Facebook’s audience aged 18+ accessed the platform via laptops and / or desktop computers in July 2021

  • 81.8% of Facebook’s audience aged 18+ only accessed the platform via a mobile phone in July 2021

  • 1.5% of Facebook’s audience aged 18+ only accessed the platform via laptops and / or desktop computers in July 2021

When it comes to mobile behaviours and mobile operating systems, the company’s own data revealed that:

  • 81.8% of Facebook’s mobile users aged 18+ accessed the platform via an app on an Android device in July 2021

  • 14.8% of Facebook’s mobile users aged 18+ accessed the platform via an app on an Apple iOS device in July 2021

  • 3.4% of Facebook’s mobile users aged 18+ accessed the platform via a mobile web browser in July 2021

Most people access Facebook via one of its mobile apps, but Semrush reports that the platform’s website – Facebook.com – is still one of the most visited sites in the world.

Semrush's Ranking of the World's Most Visited Websites October 2021 DataReportal

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How many people can I reach with Facebook ads in 2021?

The latest data show that:

  • Marketers can reach a total potential audience of 2.276 billion users with ads on Facebook in October 2021(d)

  • Facebook’s global average revenue per user (ARPU) reached USD $10.00 in October 2021(a)

  • Quarterly change in Facebook’s global ARPU: -1.2% (Jul 2021 to Oct 2021)(a)

  • Annual change in Facebook’s global ARPU: +27% (Oct 2020 to Oct 2021)(a)

Despite these impressive figures, Facebook’s own data suggests that a meaningful number of its active users do not see ads on the platform every month.

Indeed, the latest data show that just 78.2% of Facebook’s monthly active users were shown an ad on the platform in the 30 days leading up to the start of October 2021.(e)

Various things may contribute to this ‘gap’ between the platform’s total active user base and the size of its advertising audience, including restrictions that limit the company’s ability to sell ads in some locations (e.g. US sanctions), and because some users only visit parts of Facebook where no ads are shown (e.g. a friend’s profile).

Facebook’s average revenue per user (ARPU) also varies considerably by geography.

For example, the average Facebook user in North America is worth 3.2 times more than the average user in Europe, and 12.2 times more than the average user in Asia-Pacific:(a)

  • Facebook’s ARPU in the United States and Canada: USD $52.34 (October 2021)(a)

  • Facebook’s ARPU in Europe: USD $16.50 (October 2021)(a)

  • Facebook’s ARPU in Asia-Pacific: USD $4.30 (October 2021)(a)

  • Facebook’s ARPU in the rest of the world: USD $3.14 (October 2021)(a)

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How often do people engage with Facebook posts?

Facebook’s self-service advertising tools no longer publish details of user engagement.

However, the last updates to data published in these tools in July 2021 showed that the typical global user had only ever liked 1 Facebook page in all the time they’d been using the platform (i.e. ‘lifetime’ activity).

More reassuringly though, the company’s data also showed that Facebook users engaged quite frequently with individual Facebook posts.

Based on the numbers published in Facebook’s ‘Insights’ tool in July 2021, the typical global Facebook user aged 18+ had:

  • Liked a median of 11 Facebook posts in the previous 30 days

  • Left a median of 5 comments on Facebook posts in the previous 30 days

  • Re-shared a median of just 1 Facebook post in the previous 30 days

  • Clicked or tapped on a median of 12 Facebook ads (including sponsored posts) in the previous 30 days

Median Facebook Engagements in July 2021 DataReportal

However, it’s important to note that Facebook engagement varies considerably between countries.

For example, in July 2021, Facebook’s tools reported that users in the Faroe Islands had ‘liked’ a median of 24 posts in the past 30 days, whereas users in Japan had only ‘liked’ a median of 2 posts during the same period.

Median Facebook Post Likes Per User July 2021 DataReportal

Facebook engagement also varies by age and gender.

Based on Facebook’s own data, the typical female user left a median of 7 comments on Facebook posts in June 2021, while male users only left a median of 4 comments per month.

The data also showed that women click on more Facebook ads than men do.

The typical female Facebook user clicked on 14 ads in June 2021, while men only clicked on 10 ads during the same period.

However, women aged between 45 and 64 are even more likely to click on Facebook ads, with the company’s tools reporting a median of 20 ad clicks per month, per user for this cohort in July 2021.

Meanwhile, despite the media’s apparent obsession with the platform’s younger users, it seems that young men – who account for the largest share of the platform’s – are the least likely to click on Facebook ads.

Male users aged 18 to 24 clicked on a median of just 8 ads per month in July 2021, while men aged 25 to 34 – the single largest age group in Facebook’s advertising audience – clicked on a median of just 10 ads per month.

Median Facebook Ad Clicks Per User July 2021 DataReportal

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Facebook Engagement by Country

The embed below contains some of the final updates to activity and engagement data published to Facebook’s Audience Insights tool before the service went offline in mid-2021 (click here if the embed isn’t showing or working properly).

This report contains global headlines and benchmarks for lifetime median Facebook Page likes per user, their monthly post likes, comments, and shares, and details of median monthly Facebook ad clicks per user.

It also contains local market data for more than 230 countries and territories around the world, providing marketers with a fascinating snapshot into how people engaged with the world’s largest social media platform in June 2021.

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What’s the average Facebook engagement rate in 2021?

Facebook engagement rates vary depending on the post’s content format (e.g. video, photo, etc.), and how many ‘followers’ the publishing page has.(f)

The latest data from Locowise reveals the following average engagement rates* for Facebook Page posts published between July 2021 and October 2021:(f)

  • Average Facebook Page engagement rate across all post types: 0.07%, which equates to an average of roughly 1 engagement for every 1,429 page followers.

  • Average Facebook Page engagement rate for photo posts: 0.12%, which equates to an average of roughly 1 engagement for every 833 page followers.

  • Average Facebook Page engagement rate for video posts: 0.09%, which equates to an average of roughly 1 engagement for every 1,111 page followers.

  • Average Facebook Page engagement rate for link posts: 0.04%, which equates to an average of roughly 1 engagement for every 2,500 page followers.

  • Average Facebook Page engagement rate for status posts: 0.14%, which equates to an average of roughly 1 engagement for every 714 page followers.

It’s important to stress that Facebook engagement rates also vary considerably depending on the size of the publishing page:

  • Average engagement rate for Facebook pages with fewer than 10,000 fans: 0.29%, which equates to an average of roughly 1 engagement for every 345 page followers.

  • Average engagement rate for Facebook pages with between 10,000 and 100,000 fans: 0.19%, which equates to an average of roughly 1 engagement for every 526 page followers.

  • Average engagement rate for Facebook pages with more than 100,000 fans: 0.05%, which equates to an average of roughly 1 engagement for every 2,000 page followers.

For context, this means that – on average – a Facebook page with 50,000 fans can only expect 94 organic engagements on a typical Facebook post.(g)

Facebook engagement rates also vary significantly between countries.

Check out our latest local country reports to find average Facebook engagement rates for your country.

*Note: the average engagement rates detailed above are based on data for a wide variety of different kinds of pages, including celebrity fan pages, brand pages, meme pages, and many other ‘entities’. As a result, these averages reflect a wide variety of different opportunities for audiences to engage with published content, and it’s not uncommon for brand pages to see significantly lower levels of engagement compared with the values published here.

Facebook Engagement Benchmarks October 2021 DataReportal

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In-Depth Facebook Audience Report

The embed below contains our latest in-depth report exploring Facebook’s audience around the world (click here if the embed isn’t showing or working properly).

This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which Facebook’s self-service tools currently publish advertising audience data.

How does Facebook compare to other platforms?

Want to compare these findings to similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

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Data sources for stats on this page

(a) Facebook Inc.’s investor earnings report for 3Q 2021 (published October 2021).

(b) Kepios analysis (October 2021).

(c) Kepios analysis of data published in Facebook Inc.’s 3Q 2021 investor earnings announcement (October 2021), compared with the latest population data published by the United Nations and the U.S. Census Bureau.

(d) Facebook’s self-service advertising tools, using the latest available data in October 2021.

(e) Kepios analysis of data published in Facebook’s self-service advertising tools, based on the latest available data in October 2021.

(f) Locowise (October 2021).

(g) Kepios analysis of Locowise data (October 2021).

Any other data sources have been attributed directly within the article, next to the appropriate data point.


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About the author
Simon is DataReportal’s chief analyst, and CEO of Kepios.
Click here to see all of Simon’s articles, read his bio, and connect with him on social media.