Introduction
Facebook continues to be the backbone of social media marketing. Despite the rise of visually‑driven platforms like Instagram and TikTok, Facebook’s scale and diverse user base make it indispensable. In 2025, the platform has over 3.07 billion monthly active users worldwide (demandsage.com). In the UK, nearly four in five online adults have a Facebook account (datareportal.com), but engagement patterns vary by age: older users remain loyal, while Gen Z gravitates toward video‑first platforms (sproutsocial.com).
For UK marketing decision‑makers, understanding how Facebook’s audience is evolving is critical. This article compiles the most recent statistics from trusted sources, including Meta’s advertising tools, DataReportal, Sprout Social, DemandSage and Hootsuite. It highlights global and UK trends, user demographics, and marketing takeaways to help you make informed decisions in 2025.
Quick Summary
- ✅ Facebook remains the world’s biggest social network with 3.07 billion monthly active users and 2.11 billion daily active users, while the typical session lasts around 10 minutes (demandsage.com).
- ✅ Meta’s ad tools estimate 38.3 million Facebook users in the UK, equal to 55.2% of the population and 64.6% of Britons aged 13+ (datareportal.com). UK usage grew 3.2% year‑on‑year (datareportal.com).
- ✅ 39.5 million Brits use Facebook, spending 39 minutes per day on the platform; 18-24‑year‑olds average just 15 minutes, underscoring generational differences (sproutsocial.com).
- ✅ Facebook’s UK audience skews slightly female at 52.8%, with the largest age group 25-34 years (datareportal.com, sproutsocial.com).
- ✅ Globally, video accounts for 60% of time spent on Facebook, and 1.8 billion people use Facebook Groups monthly (blog.hootsuite.com).
- ✅ Marketers value Facebook for its community and commerce features: Reels drive engagement, and more than a third of users are expected to make purchases via the platform (blog.hootsuite.com).
Global Facebook Statistics in 2025
Facebook remains the largest social network on the planet. Meta’s Q4 2024 investor report shows the platform boasts 3.07 billion monthly active users (MAUs) and 2.11 billion daily active users (DAUs) (demandsage.com). This means that roughly two‑thirds of MAUs return daily. Users typically spend about 10 minutes per session on Facebook (demandsage.com), though daily averages hover around 31 minutes according to various analyst reports.
The platform’s dominance extends across demographics and geographies. India has the largest audience with 581.6 million users, followed by the United States (279.8 million), Brazil (175.1 million) and Indonesia (174 million) demandsage.com. Facebook also overlaps significantly with other Meta properties: 77.6% of Facebook users also use Instagram, 73.4% also use YouTube and 72.9% use WhatsApp (demandsage.com). This ecosystem effect reinforces Facebook’s role as a hub for cross‑platform advertising and remarketing.
Facebook is also a powerhouse for community building. Data from Hootsuite reveals that 1.8 billion people use Facebook Groups each month and there are 25 million active public groups (blog.hootsuite.com). Video is the platform’s growth engine: 60% of time spent on Facebook is now on video content, with Reels being a major driver (blog.hootsuite.com). Vertical video ads that include speech or voice‑over deliver 3% higher conversions per dollar (blog.hootsuite.com), highlighting the importance of audio in capturing attention. Moreover, eMarketer forecasts that 38.5% of U.S. Facebook users will make a purchase on the platform in 2025, second only to TikTok for social commerce (blog.hootsuite.com).
Key Global Stats
Metric | Value | Sources |
|---|---|---|
Monthly active users (MAUs) | 3.07 billion | DemandSage demandsage.com |
Daily active users (DAUs) | 2.11 billion | DemandSage demandsage.com |
Average session length |
These figures underscore Facebook’s unrivalled reach and its shift toward community and video‑first content. Marketers worldwide can leverage these trends by creating video‑rich, community‑oriented campaigns and cross‑promoting with Instagram and WhatsApp. If you're looking to tap into that reach, our Facebook Ads Agency team specialises in paid social campaigns
UK Facebook Usage & Demographics
User numbers & reach
Meta’s advertising resources estimate that Facebook had 38.3 million users in the United Kingdom at the beginning of 2025 (datareportal.com). This equates to 55.2% of the total population and 64.6% of Britons aged 13 and above (datareportal.com). The ad reach grew by 1.2 million (3.2%) over the previous year and 550 k (1.5%) in the three months to January 2025 (datareportal.com), suggesting continued albeit modest growth.
Sprout Social’s independent analysis estimates that there are 39.5 million Facebook users in the UK, which is roughly 60% of the population (sproutsocial.com). The difference between these figures stems from different methodologies (Meta’s ad reach vs. audience surveys). Either way, Facebook remains ubiquitous among UK adults.
Time spent & engagement
According to Sprout Social, UK users spend an average of 39 minutes per day on Facebook (sproutsocial.com). However, usage skews strongly by age. 18‑24‑year‑olds spend as little as 15 minutes per day (sproutsocial.com), favouring TikTok and Instagram instead. In contrast, older Millennials and Gen X dedicate more time to Facebook; these cohorts also have higher disposable incomes (sproutsocial.com).
Metricool points out that Facebook remains widely used due to its integration with Messenger and groups. Its analysis confirms 38.3 million UK users, representing 55.2% of the population (metricool.com). Meanwhile, NapoleonCat’s advertising data suggests there were 55.5 million Facebook users in the UK in January 2025, accounting for 80.1% of the population, with women making up 53.2% of users (napoleoncat.com). The variance highlights the challenge of measuring users across multiple devices and accounts; nonetheless, all sources agree the platform reaches a majority of Britons.
Demographic breakdown
Meta’s ad tools show that 52.8% of Facebook’s ad audience in the UK is female and 47.2% male (datareportal.com). Age distributions, based on Sprout Social and NapoleonCat data, illustrate an older‑skewing platform:
Age group | Share of users | Notes |
|---|---|---|
18–24 | 18.4% | Younger users spend only ~15 minutes per day sproutsocial.com |
25–34 | 24.7% | Largest user group; strong buying power sproutsocial.com |
35–44 |
These demographics highlight Facebook’s value for reaching mature audiences with disposable income. Brands targeting Gen Z may need to lean more on Reels, Messenger or cross‑posting to Instagram.
Adoption metrics and ad reach
Meta’s data indicates that 69.6% of UK adults aged 18+ could be reached with Facebook ads (datareportal.com). In relation to internet users, Facebook’s ad reach equals 56.5% of the local internet user base (datareportal.com). These figures underscore the network’s strong advertising potential, though marketers should note that ad reach estimates can vary due to multi‑account usage and privacy settings (datareportal.com).
Why Facebook Still Matters for UK Marketers
Community & Groups
The scale of Facebook Groups – 1.8 billion monthly users globally (blog.hootsuite.com) – makes them a fertile ground for community‑driven marketing. Brands can host interest‑based communities, provide value and gather feedback. Groups facilitate deeper conversations than feed posts, aligning with the shift towards authenticity and relationship building.
Video & Reels
Facebook’s pivot to video is paying off: 60% of time spent on the platform is video (blog.hootsuite.com). Reels, Facebook’s short‑form video format, drive much of this consumption. Vertical video ads with voiceover yield 3% higher conversions per dollar (blog.hootsuite.com), so UK marketers should experiment with narrated Reels and short tutorials. Video also fuels discovery: algorithmic recommendations mean that one‑third of feed content comes from pages a user doesn’t follow (blog.hootsuite.com), offering organic reach opportunities.
Commerce & Marketplace
Facebook remains a powerhouse for social commerce. eMarketer projects that 38.5% of U.S. Facebook users will make a purchase via the platform in 2025 (blog.hootsuite.com). In the UK, the platform’s integration with Marketplace and Shops simplifies buying. Older demographics, who spend more time on Facebook and have higher spending power, are particularly receptive to social commerce (sproutsocial.com). Brands should leverage shoppable posts, product catalogues and targeted ads to capture this intent.
Cross‑Platform Ecosystem
Facebook’s massive user base overlaps with Instagram, WhatsApp and Messenger. With 77.6% of Facebook users also on Instagram (demandsage.com), retargeting across platforms can drive conversions. Messenger remains a crucial customer service channel, particularly for local businesses. Meanwhile, Reels sharing across Facebook and Instagram extends the reach of short‑form content.
Considerations
While Facebook’s reach is unmatched, younger audiences spend less time on the platform. Use Facebook to engage older Millennials and Gen X with community‑driven content, while leaning on Instagram, TikTok and LinkedIn for younger segments. Pay attention to data privacy and consent: ad reach metrics rely on accounts and may not mirror active users (datareportal.com).
✨ OOB’s Thoughts ✨
Facebook’s heartbeat lies in its groups and communities. Almost 1.8 billion people use Facebook Groups every month, and group membership has become the main driver for time spent on the platform. For brands, Facebook isn’t the place to showcase your creative, but it’s still useful for reaching communities, tapping into grassroots conversations, and observing patterns that aren’t visible elsewhere. Facebook Reels have done a decent job of keeping portions of the audience active, but the perception remains that Facebook is for the oldies. You might find yourself on Facebook if you want in on your local area’s gossip group, or if you’re a student flat hunting in a new city, but beyond that, the app feels redundant to many. If Meta wants to reignite that spark, it needs to stop chasing cool and start investing in clever community building and sharper social listening. Otherwise? Facebook risks becoming the digital equivalent of a high street full of empty shops: still standing, but not where anyone’s really hanging out.
Conclusion
Facebook’s scale and versatility make it a cornerstone of any UK social media strategy in 2025. The platform boasts more than 3 billion monthly users worldwide (demandsage.com) and reaches a majority of Britons (datareportal.com). However, usage patterns reveal that younger audiences are shifting to video‑first platforms, spending only 15 minutes per day on Facebook (sproutsocial.com). To stay relevant, marketers must pivot to community‑driven groups, engaging Reels and social commerce features. By analysing the data and adapting your tactics, you can harness Facebook’s vast reach while meeting the expectations of diverse UK audiences.
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