Facebook data shows ageing user base & engagement trends

SOAX, a company specialising in intelligent data extraction, has released a detailed analysis of Facebook users' age demographics, revealing significant shifts in the platform's user base.

The research indicates that Facebook's audience is ageing over time, with the 25-34 age group forming the core demographic. This group constitutes 18.4% of male and 12.7% of female users, showing a consistently higher engagement than other age brackets. Users aged 18-24 also have a substantial presence, comprising 13.5% of male and 9.5% of female users. Notably, there is a marked increase in users aged 65 and above, who make up more than 10% of users in the United States and the United Kingdom, compared to less than 2% in South Asia.

The study also highlights a disparity in gender distribution across all age categories, with male users consistently outnumbering female users, a gap most noticeable within the 25-34 age bracket.

SOAX's analysis was conducted using a systematic methodology that began with demographic data for Facebook from Statista, further supplemented by additional data sets from various internet sources. This approach enabled the creation of a comprehensive picture of how Facebook's audience is changing.

Within India, the user base includes approximately 378.05 million users, with the age groups of 18-24 and 25-34 nearly equal, collectively representing over 72% of the user population. In contrast, older users have a larger presence in the US and UK, where the 65+ age group comprises 12.3% and 10.9% of users, respectively. Meanwhile, in South Asia, users under 35 constitute more than 70% of the total.

The investigation further delves into engagement trends, identifying stark differences in how various age groups use Facebook. Data shows that only 22% of users aged 18-24 engage with the platform daily, in contrast to a higher daily engagement of 31% amongst the 25-34 age group. Engagement appears highest among users aged 45-54, with 76% accessing Facebook at least once daily.

Regarding daily usage, 22% of the 18-24 age group, 31% of the 25-34 age group, and 28% of the 35-44 age group use Facebook daily. Meanwhile, multiple daily engagements are recorded at 52% for the 45-54 group, 44% for the 35-44 group, and 20% for the 18-24 group.

The study also touches on Facebook's social functions, showing that older generations use the platform predominantly to maintain personal connections. 74% of users in the 55-65 age bracket engage for this reason, compared to just 44% of the 18-24 age group. Entertainment preference is highest among the 35-44 age group, at 45%, while the 25-34 demographic shows a robust engagement with news at 37%.

The analysis suggests significant implications for marketers and businesses connecting with Facebook's evolving user base. As audiences age, marketing strategy must adapt to more traditional news and personal connection content, contrasting with the more vibrant, visual content preferences of younger users.