Meta 2025 Snapshot: Facebook's Reach, Usership, and Business Impact
Scale and global reach
Facebook remains one of the largest social networks in the world. As of early–mid 2025 the platform records roughly 3.06–3.07 billion monthly active users (MAUs) and about 2.0–2.11 billion daily active users (DAUs). That scale gives Facebook unmatched reach for marketers and communicators, even as attention fragments across many apps.
Geographic distribution and top markets
The largest national audiences are concentrated in populous countries. India leads with around 580 million users, followed by the United States (~278–280 million), Brazil (~175 million), Indonesia (~174 million), and Mexico (~111 million). Several other markets, including the Philippines and Vietnam, supply sizable and growing user pools.
Demographics: gender and age
Globally, Facebook skews slightly male, with roughly 56.7% of users identifying as men and 43.3% as women. That balance flips in some markets such as the United States, where approximately 53.8% of users are female and 46.2% are male.
Age distribution centers on young adults. The single largest cohort is 25–34-year-olds, who make up about 31.1% of users globally. Users aged 18–24 account for roughly 23%, while the 35–44 group contributes about 20%. Overall, a substantial share of the audience is in their mid-20s to mid-30s, though older age brackets remain meaningfully present.
How people access Facebook
Facebook is overwhelmingly mobile-first. Approximately 98.5% of users access the platform via a mobile device, with about 81.8% using mobile exclusively. Desktop-only access is rare (around 1.5%), while about 16.7% use both mobile and desktop. For content creators and advertisers this underlines the importance of fast, mobile-optimized experiences.
Engagement patterns and time spent
Average daily time on Facebook is about 30–31 minutes per user, or roughly 15 hours per month. Time spent varies by age: younger users (18–24) average shorter sessions (~22 minutes daily), while older users, especially the 55–64 group, spend more time (~45 minutes daily).
Engagement rates are modest compared with some platforms. Industry-wide benchmarks put average engagement per post around 0.15%, with median rates near 0.063% and top-performing pages reaching ~0.19% or higher. Engagement varies by industry: sports and entertainment categories tend to see stronger interaction than some other verticals.
Why people use Facebook
People turn to Facebook mainly to stay connected with friends and family (about 93% cite this), followed by entertainment (~76%) and connecting with like-minded groups (~74%). Many users also post and view photos and videos (63.2%), follow or research brands (53%), and get news or current events (33%). Those motivations make Facebook a combined social, media, and discovery hub.
Downloads and app adoption
Facebook continues to record very large annual download numbers. The app logged approximately 553 million downloads in 2023 and 571 million in 2024, with projections for 2025 exceeding 600 million. On Google Play alone the cumulative installs top 5 billion, reflecting deep Android adoption worldwide.
Business performance and workforce
Meta reported $164.5 billion in revenue for 2024, up about 22% from 2023. Trailing-twelve-month figures into mid-2025 suggest revenue near $178.8 billion. Advertising across Facebook and the broader Family of Apps remains the core revenue driver, while Reality Labs and other segments contribute smaller but growing streams.
Headcount has fluctuated in recent years. Meta employed approximately 75,945 people worldwide as of June 30, 2025, up from 74,067 at the end of 2024. That follows a larger contraction between 2022 and 2023 and a subsequent period of rebuilding as the company invests in AI, metaverse work, and platform initiatives.
What this means for businesses and users
Facebook’s enormous scale and continued global penetration make it a powerful channel for reach, discovery, and community building. The platform’s mobile-first nature and diverse age mix mean strategies should prioritize mobile optimization and tailor content to regional and demographic differences. Engagement per post is modest, so consistent value, relevance, and format testing remain key to outperforming benchmarks.
Facebook and virtual assistants in a changing tech landscape
Alongside Facebook, virtual assistants are reshaping workflows and productivity across industries. Both technologies reflect a broader shift toward integrating digital tools into daily routines and business operations. As these ecosystems evolve, expect deeper reliance on seamless, human-centered experiences that connect people, content, and services across devices and contexts.