Facebook Revenue and Usage Statistics (2018)

Artyom Dogtiev

Updated: May 4, 2018

There are very few apps that is as popular and used daily as the Facebook app. For many people it’s the next app to check after a weather app in the morning to see what’s up with the friends, family, countless number of brands they follow and, of course, news. The influence of Facebook on lives of hundreds of millions has reached the point when a number of serious issues have popped up in Facebook media coverage and academic research, such as an addiction to the platform, data privacy breaches and propaganda influence.

In 2010, three years after Apple introduced revolutionary iPhone and later in 2008 the App Store, Facebook created a mobile app for both iOS (iPhone only, the iPad version was launched later in 2011) and Android platforms. Originally the iOS app wasn’t native and was notoriously slow on mobile but in August of 2012 Facebook finally launched the iOS native app and it performed twice as fast as its predecessor. Since that year the apps have gone through about 60 iterations and have become one of the most feature-reached apps on mobile platforms.

Today, there are roughly 2 billion smartphones in use in the world and out of that stunning number 85% of smartphone owners use Facebook app. Among all Facebook users 47% access it via mobile (in US this number reaches 68%). In fact about 6% of ALL digital time is spent on Facebook and this figure grows steadily. Such grandiose scale of adoption and usage have lead to degrees of separation  between Facebook users equal to 4, meaning every Facebook user is connected with all other Facebook users via 3 individuals.

Facebook iOS app interface

Source: iTunes

Now let’s see how the most influential mobile app on the earth can be described with Facebook usage, user and revenue statistics.

Table of contents

Facebook app has users in almost all corners of the world, here is a quick snapshot of how the app is popular in different parts of the world.

Facebook Key data points:

  • Number of Facebook monthly active users – 2,2 billion
  • Number of Facebook daily active users – 1,5 billion
  • Number of Facebook users in US and Canada – 241 million
  • Number of Facebook users in Europe – 377 million
  • Number of Facebook users in Asia & Pacific – 873 million
  • Number of Facebook Messenger users – 1,2 billion
  • Time people spend on Facebook daily – 35 minutes
  • Facebook Total Revenue in 2018 – $12 billion

People and their social interactions are in the heart of the Facebook platform, here is what we can say about the app’s user statistics.

Facebook User Statistics

By virtue of having more than a 2,2 billion of users, Facebook app is the one that has the most diverse user profile. It is available globally, except 10 countries where Facebook and therefore its mobile apps are banned.

In US and Canada alone Facebook has more than 240 million registered users, India has 270 million users, 140 Indonesian people are on Facebook and Brazil comes four on this chart with 130 million registered users. Because the social network has  been prohibited in China, only 1% of all social shares are being generated on Facebook. 70% of Argentinian smartphone internet users use the Facebook app. 21% of Japanese smartphone owners use Facebook app on a monthly basis.

Leading countries based on number of Facebook users as of April 2018, in millions

Source: Statista

When we look at the split between female and male Facebook users for different age groups, we see the following picture. In general, 56% of Facebook users are male and 44% are female. Among different age groups, these 56% of male users presented with 18% among 25-34 years old one, and 16% among 18-24 years old one. Overall the only age group where female have more users is 55-64 years old.

Facebook users distribution by age and gender, 2018

Source: Statista

Facebook Usage Statistics

As of April 2018 there are more than 2,2 billion Facebook monthly active users. On a daily basis 1,5 billion people check out their favorite social network and more than 989 million of them do it via the mobile app. In US alone people spend 35 minutes a day in the Facebook mobile app, worldwide an average time people spend on Facebook is about 20 minutes.

Facebook monthly active users 2016 – 2018, by region, in millions

Source: Facebook

On a day-by-day basis about 1,5 billion people around the globe tap on the Facebook app icon on their iPhones and Android smartphones to check their feed, post an update, a photo, share their current mood, location and so on. When we compare Q1, 2016 numbers against Q1, 2018, we see the biggest growth in Asia-Pasific – 200 million. We must remember that Facebook is forbidden in China, meaning this growth should only be attributed to other counties in the region – South Korea, Japan, Indonesia, Australia and others. And the slowest growth in United States and Canada – only 12 million new users. This doesn’t come as a surprise because the majority of people who wanted to register already did so but new users aren’t really willing to join in masses and especially after the recent Cambridge Analytica data breach.

Number of daily active Facebook users worldwide 2016-2018, in millions

Source: Statista

Facebook Revenue

As we can see from on graph from the Facebook Q1, 2018 Results report, the lion stare of the Facebook revenue was generated with advertising. The Facebook app has been one of the most, if not the most, effective platform to drive mobile app installs in volume. One of the major contributors to revenue that Facebook has been generating with advertising are mobile app installs. By 2014 the total number of downloads generated via ads placed inside Facebook mobile apps reached 350 million. Of course, mobile app installs present only a single kind of products that businesses advertise on Facebook.

Facebook ad revenue by user geography, in millions

Source: Facebook

Facebook Messenger

In 2011 Facebook decided to single out a messaging feature into a standalone app – Facebook Messenger and three years later the company announced that messaging featured will be removed from Facebook app completely and so all users will have to download the Facebook Messenger app to be able to send instant messages on Facebook. Following the path of building a platform on the basis of a messaging app, first blazed by WeChat, Line, Viber and other popular IM apps, in March 0f 2015, Facebook added a feature to the app, which allowed users to send money to their friends, it’s currently only available in the US only. In spring of 2016 Facebook launched chatbots solution for Facebook Messenger that allowed businesses to build a communication channel with their customers via Facebook Messenger. As of April, 2017 the total number of the app has reached 1,2 billion users.

Number of monthly active Facebook Messenger users 2014-2017, in millions

Source: Statista

Conclusion

The popularity and the development roadmap of the Facebook app has been dictated by the popularity of Facebook as a social network. The latest trend for the app is that its companion app Facebook Messenger becomes a platform to implement features that usually result in a standalone app. Such features as mobile payments, chatbots and various plugins are seen as the way to increase people’s experience of interaction with Facebook and allow people to do more on Facebook. It fits perfectly to the Facebook strategy to cover all people needs they usually satisfy on mobile websites or apps.

Another fascinating prospect for the Facebook mobile app is to gain Virtual Reality output/input capabilities, as Oculus Rift, the Virtual Reality headset developer and manufacturer, acquired by Facebook for $2 billion in 2014, continues to improve the headset and over time the app may become one of its applications.