Facebook Marketplace Statistics 2024

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• In terms of revenue, total revenue for the second quarter of 2024 was $39.07 billion, up 22% year-over-year, and 23% year-over-year at constant exchange rates, with total revenue for the third quarter of 2024 expected to be between $38.5 billion and $41 billion.

• More than 1 billion people use Facebook Marketplace each month globally.

• The three most popular categories on Facebook Marketplace are furniture, apparel/accessories, and electronics.

• Facebook Marketplace has facilitated transactions in more than 100 countries.

• Facebook Marketplace has more than 800 million visits per month.

• The average time spent on Facebook Marketplace per visit is 30.5 minutes.

• 33% of Facebook users use Facebook Marketplace.

• Monthly Active Users (MAUs): 3.05 billion, up 7.18% year-over-year

• Daily Active People (DAPs) per Household: Average DAP was 3.27 billion in June 2024, up 7% year-over-year.

• Ad Impressions: Ad impressions served by the family of apps grew 10% year-over-year.

• Average Price Per Ad: Average price per ad increased 10% year-over-year.

• Revenue: Total revenue was $39.07 billion, up 22% year-over-year. Revenue increased 23% year-over-year on a constant currency basis.

• Costs and expenses: Total costs and expenses were $24.22 billion, up 7% year-over-year.

• Capital Expenditures: Capital expenditures, including principal payments on finance leases, were $8.47 billion.

• Capital Return Program: Repurchased $6.32 billion of Class A common stock and paid $1.27 billion in dividends.

• Cash, Cash Equivalents and Marketable Securities: Cash, Cash Equivalents and Marketable Securities were $58.08 billion as of June 30, 2024. Free Cash Flow was $10.9 billion.

• Number of Employees: Number of employees was 70,799 as of June 30, 2024, down 1% year-over-year.

source: Meta

Facebook Daily and Monthly Active Users

Facebook currently has 3.049 billion monthly active users (MAUs) Last quarter's investor presentation showed a 3.08% year-over-year increase in monthly active users 68.38% of monthly users log in daily via mobile device or desktop 57.53% of active internet users worldwide visit Facebook monthly

How many people use Facebook?

According to Facebook's latest investor presentation, Facebook currently has 3.049 billion monthly active users (MAUs).

Additionally, Facebook’s daily active users (DAU) currently stand at 2.085 billion, meaning that 68.38% of its monthly users log in every day via a mobile device or desktop.

Facebook users by country

According to the latest data, the country with the most Facebook users is India, with over 385.65 million active users, followed by the United States (188.6 million), Indonesia (136.35 million), Brazil (111.75 million) and Mexico (94.8 million).

Table of Facebook users by country

Facebook Mobile and Desktop Usage Statistics

According to the device usage statistics, 98.5% of users access the device via mobile devices, with 81.8% using only their phones and 16.7% using both phones and computers. Meanwhile, only 1.5% of users access the site exclusively through laptops or desktop computers.

Popular Facebook User Demographics

Globally, 56.8% of Facebook users are male and 43.2% are female. However, 54.7% of Facebook users in the United States are female and 45.3% are male.

Popular Facebook User Demographics

Global Gender Distribution:

• Male: 56.8%

• Female: 43.2%

U.S. Gender Distribution:

• Female: 54.7%

• Male: 45.3%

Age and Gender Demographics:

• 18-29 years old: 70%

• 30-49 years old: 77%

• 50-64 years old: 73%

• 65+ years old: 50%

Education Demographics:

• High school or less: 64%

• College education: 71%

• More than college education: 73%

Income Demographics:

• Income less than $30,000: 70%

• Income between $30,000 and $49,999: 76%

• Income more than $75,000: 61%

1.3 billion fake Facebook accounts are removed every quarter

Social media platforms like Facebook face a significant challenge with spam and fraudulent accounts. These fake accounts are often used for various malicious activities, including spreading misinformation, phishing, and scams. In fact, social media has become a prime target for scammers due to its vast user base and the ease of creating fake profiles. Spam and fraud accounts are a big problem for social media platforms. On average, more than 1 billion fake Facebook accounts are removed every quarter.

User Engagement Metrics

• Time Spent Per User: As of the latest data, the average user spends about 33 minutes per day on Facebook. This metric has been relatively stable over the past few years, despite the increasing popularity of other social media platforms. On a monthly basis, this equates to roughly 16-17 hours per user.

• Content Interaction: Video content tends to have higher engagement rates compared to text or image posts. Stories and Reels have also seen increasing interaction, especially among younger demographics. On average, posts receive about 0.27% engagement (likes, comments, shares) of total followers per post. Video posts can receive up to 135% more organic reach compared to photos.

• Video Consumption: Video content is one of the fastest-growing segments on Facebook, with the average user watching about 26 minutes of video per day. Live videos, while fewer in number, generate significantly higher engagement, with users spending three times more time watching them compared to pre-recorded videos. User-generated content is more popular in terms of volume, but brand-generated content often has higher production value and therefore can attract more engagement per video.

Ad Revenue and Marketing Insights

• Ad Revenue by Region: The United States and Canada contribute the most to Facebook’s ad revenue, followed by Europe and the Asia-Pacific region. The US and Canada combined account for nearly 50% of Facebook's total ad revenue, with significant growth observed in emerging markets in Asia and Latin America.

• Top Advertisers: Sectors such as retail, e-commerce, technology, and consumer goods are the top spenders on Facebook ads. Companies like Amazon, Walmart, and Samsung are consistently among the top advertisers. Video ads and carousel ads tend to perform better in terms of engagement and conversion rates.

• Cost Per Click (CPC) and Return on Ad Spend (ROAS): CPC varies widely across industries; for example, the average CPC in the apparel industry might be around $0.70, whereas in finance, it could be upwards of $3. ROAS also varies, with e-commerce generally seeing higher returns due to direct-to-consumer sales strategies.

User Behavior Trends

• Content Creation vs. Consumption: About 1 in 4 users are considered "content creators," actively posting videos, stories, or photos. However, the vast majority are "content consumers," who primarily engage by watching videos, viewing stories, and liking posts. User-generated content remains a significant driver of engagement on the platform.

• Feature Adoption Rates: Facebook Reels, introduced to compete with TikTok, has seen rapid adoption, particularly in markets outside the US. Facebook Shops and Marketplace have also grown, especially during the pandemic, as more users turn to social commerce.

• Privacy and Security Concerns: There is a growing awareness and concern about privacy on Facebook. Around 50% of users in developed markets have adjusted their privacy settings in the past year, which has slightly affected engagement levels.

Facebook’s Ecosystem and Integration

• Family of Apps: Instagram, WhatsApp, and Messenger are integral parts of Facebook's ecosystem. Instagram continues to grow rapidly, especially in regions like India and Brazil. WhatsApp remains the most popular messaging app globally, with over 2 billion users, while Messenger is popular primarily in the US.

• Third-Party Integrations: Facebook Pixel and other integration tools are widely used by businesses to track and enhance their advertising efforts. Over 70% of Facebook advertisers use Pixel, indicating a high level of integration with external platforms.

Emerging Markets and Growth Opportunities

• Growth in Emerging Markets: User growth is most significant in regions like Africa and Southeast Asia. In these markets, Facebook's user base is expanding due to increasing internet penetration and the affordability of smartphones.

• Internet Accessibility and Facebook Lite: Facebook Lite is designed for users with limited internet access or older mobile devices. It has seen widespread adoption in regions like India, Indonesia, and parts of Africa.

Impact of Regulatory Changes

• GDPR and Data Privacy Regulations: GDPR has had a substantial impact on Facebook, leading to changes in how user data is collected, stored, and managed. Facebook has faced fines and had to implement stricter data privacy measures, affecting its operations and advertising model in Europe.

• Antitrust Actions: Facebook is facing multiple antitrust investigations globally, including in the US, EU, and other regions. These investigations could lead to significant changes in how Facebook operates, including potential divestitures or changes in business practices.

Environmental and Social Impact

• Sustainability Initiatives: Facebook has committed to reducing its carbon footprint and investing in renewable energy. As of 2020, Facebook has reached net zero carbon emissions for its global operations and aims to have net zero emissions across its entire value chain by 2030.

• Social Impact Projects: Facebook is involved in several social initiatives, such as expanding internet accessibility through projects like Internet.org, enhancing digital literacy, and partnering with nonprofits to support community-building efforts.

User Retention and Churn Rates

• Retention Rates: Facebook has relatively high retention rates among users who actively engage with content regularly. Users who have been on the platform for more than three years are more likely to remain long-term, while new user churn rates are higher, especially among younger demographics.

• Churn Rates: Churn is often driven by factors like privacy concerns, misinformation, and the appeal of other social platforms. Younger users (under 25) show the highest churn rates as they migrate to platforms like TikTok and Snapchat.

Augmented and Virtual Reality Initiatives

• AR/VR Integration: Facebook's investments in AR and VR, primarily through its Oculus products, show a growing interest in this space. The adoption of Oculus headsets has increased, with millions of units sold globally, indicating a robust market for VR experiences.

Health of the Digital Ecosystem

• Impact of Misinformation: Facebook has taken significant steps to combat misinformation, including partnering with third-party fact-checkers and using AI to identify and remove false content. However, misinformation remains a persistent challenge, particularly around elections and public health.

• Community Standards Enforcement: Facebook regularly reports on its enforcement of community standards, revealing that millions of posts are removed each quarter for violations. The platform has also ramped up its efforts to ban accounts that repeatedly break the rules.