While TikTok is today’s trending app and Instagram has evolved into a major entertainment hub, Facebook still leads as the most widely used social platform by a significant margin.

It may no longer have the “cool factor” it once did, but billions of people continue to log into Facebook every day. This makes it a vital platform for marketers looking to connect with their audience and amplify their messaging.

So, who’s using Facebook in 2024?

The team at Giraffe Social Media has created an overview of Facebook’s audience, featuring demographic insights and regional usage statistics.

Here are some notable trends on where Facebook remains influential and which audiences continue to rely on it as a key platform for connection.

Age Distribution of Facebook Users

• Ages 18-24: Comprise 19% of Facebook’s global user base. While younger users increasingly engage on other platforms, Facebook remains popular for staying connected with friends, family, and local communities.

• Ages 25-34: The largest demographic on Facebook, making up 31% of users. This age group is active in lifestyle, career-related content, and social commerce.

• Ages 35-44: Represents 16% of users, with interests spanning family updates, local news, and group activities.

• Ages 45-54: Account for 10% of Facebook’s users. This demographic is more likely to engage with community groups, events, and educational content.

• Ages 55+: Increasingly active on Facebook, 24% of users are over 55. They engage most with news, lifestyle updates, and interest-based groups, and often spend more time on Facebook than any other age group.

Gender Distribution

Gender distribution is relatively balanced, making Facebook an inclusive platform for varied audience targeting.

• Male Users: Comprise 56% of Facebook’s global audience.

• Female Users: Account for 44% of the user base. Women on Facebook are often more active in groups, events, and content-sharing activities.

Regional Reach

• Asia-Pacific: The largest regional audience, with 1.2 billion users. Users in this region primarily engage with entertainment content, family updates, and small business pages.

• Europe: Accounts for 420 million users. European users frequently use Facebook for news, events, and community networking.

• North America: Home to 255 million users who engage with local news, community activities, and ecommerce features.

• Latin America: Holds 470 million users, where community groups and lifestyle pages are particularly popular.

• Africa & Middle East: A growing region for Facebook, with 210 million users using the platform for family updates, regional news, and business connections.

In conclusion, Facebook remains a social media powerhouse, boasting over 2.9 billion monthly active users as of 2023. Despite rising competition from Instagram and TikTok, Facebook's broad, multi-generational user base gives it unmatched reach potential for advertisers.

Although it’s sometimes perceived as the “old person’s platform,” Facebook's enduring appeal is evident—70% of U.S. users aged 18 and older are still active on the platform.

This wide demographic engagement shows that Facebook remains a vital channel for reaching diverse audiences, making it an essential tool for marketers aiming to connect with both younger and older consumers effectively.