13 Facebook Statistics for Small Businesses in 2026

Facebook is still the most widely used social network in the world: 56.3% of internet users aged 16 and over used it in the past month, according to GWI data in DataReportal’s Digital 2026 Mid-Year Global Update. In the US, 70% of adults use Facebook (Pew Research Center, 2026), and Meta’s family of apps reached 3.60 billion daily active people in June 2026.

These 13 Facebook statistics are chosen for small business owners deciding whether Facebook is worth their time and ad budget in 2026. They cover reach, demographics, daily habits and advertising costs, and each one is attributed to its original source, with links collected at the end.

Updated October 2026.

How many people use Facebook in 2026?

1. 56.3% of internet users worldwide use Facebook every month

GWI survey data in DataReportal’s Digital 2026 Mid-Year Global Update shows 56.3% of internet users aged 16 and over used Facebook in the past month, ahead of YouTube (55.3%), Instagram (54.6%) and WhatsApp (54.4%). Facebook has held the top spot in GWI’s ranking for years, even as younger users favor other apps.

2. Meta’s apps, led by Facebook, reach 3.60 billion people every day

Meta’s Q2 2026 results report 3.60 billion daily active people (DAP) on average in June 2026, up 3% year over year. DAP counts unique people who use at least one of Facebook, Instagram, Messenger or WhatsApp each day. Meta no longer reports Facebook on its own, so DAP is now the official measure of Facebook’s wider reach.

3. Facebook had 3.07 billion monthly active users at its last separate disclosure

The last time Meta published Facebook-only figures, in its Q4 2023 results, Facebook had 3.07 billion monthly active users as of December 31, 2023 and 2.11 billion daily active users on average in December 2023. Those remain the most recent official Facebook-only user numbers.

4. 70% of US adults use Facebook

According to Pew Research Center’s 2026 social media fact sheet (survey of 5,511 US adults, January to June 2026), 70% of American adults use Facebook. Only YouTube (84%) is used more widely. Facebook’s US reach has been stable for several years, so it remains a reliable channel for reaching local customers.

Facebook demographics: who uses Facebook?

5. 78% of US adults aged 30 to 49 use Facebook

Pew Research Center’s 2026 fact sheet shows Facebook is strongest among middle-aged adults: 78% of 30- to 49-year-olds use it, compared with 71% of 50- to 64-year-olds, 69% of 18- to 29-year-olds and 59% of adults 65 and older. That makes Facebook the best fit of the major platforms for reaching homeowners, parents and established professionals.

6. Facebook’s ad audience is 56.7% male and 43.3% female

According to DataReportal’s Facebook statistics, based on Meta’s ad tools in January 2025, Facebook’s global advertising audience is 56.7% male and 43.3% female. Men aged 25 to 34 are the single largest segment, at 18.5% of the adult ad audience.

7. India accounts for more than 400 million of Facebook’s ad audience, nearly 17% of the total

DataReportal’s Digital 2026 Mid-Year Global Update reports that Facebook’s ad tools show more than 400 million users in India, nearly 17% of its global ad reach. In DataReportal’s January 2025 data, the US was second with 197 million, followed by Indonesia (122 million) and Brazil (112 million).

8. Only 31% of US teens use Facebook

Pew Research Center’s Teens, Social Media and AI Chatbots 2025 survey found 31% of US teens aged 13 to 17 use Facebook and just 3% use it almost constantly, compared with roughly nine in ten who use YouTube and about six in ten or more who use TikTok and Instagram. Businesses targeting teenagers should look to those platforms first.

How much time do people spend on Facebook?

9. About half of US adults visit Facebook every day

Pew Research Center’s Americans’ Social Media Use 2025 report found that about half of US adults visit Facebook at least once a day, including 37% who visit several times a day. Daily use peaks among 30- to 49-year-olds (58%) and 50- to 64-year-olds (54%).

10. Facebook users spend an average of 67 minutes a day in the Android app

Similarweb data for August 2025, published in DataReportal’s Digital 2026 Global Overview Report, shows Facebook’s Android users average 67 minutes a day in the app. Facebook ranks third among social apps for total time spent and was the last of the top platforms to exceed an hour a day.

11. 13% of social media users say Facebook is their favorite platform

GWI data in DataReportal’s Digital 2026 report shows 13% of social media users name Facebook as their favorite platform, with men more likely than women to choose it. In other words, many people use Facebook out of habit or for specific features such as Groups, Marketplace and events rather than as their go-to app, so business content needs to be useful enough to earn attention in the feed.

Facebook advertising statistics

12. Meta’s advertising revenue reached $59.36 billion in Q2 2026

Meta reported advertising revenue of $59.36 billion for Q2 2026, up 27% year over year, out of total revenue of $60.80 billion. Facebook and Instagram ads generate almost all of that money, which is why Meta keeps investing in ad targeting and AI-driven campaign tools such as Advantage+.

13. The average price per Meta ad rose 12% year over year

In the same Q2 2026 release, Meta said ad impressions across its apps increased 14% and the average price per ad increased 12% year over year. For small businesses, rising prices mean it pays to test creative carefully, narrow targeting to real customers and track cost per result rather than cost per click alone.

Is Facebook still worth it for small businesses?

For most local and consumer businesses, yes. Facebook reaches 70% of US adults and is strongest among 30- to 64-year-olds, the age groups with the most spending power. US social media ad revenue hit $117.7 billion in 2025, according to the IAB/PwC Internet Advertising Revenue Report, and Meta captures a large share of it because its ads work for small budgets. The trade-off is cost: ad prices are rising, and teens have largely moved to other apps.

Before you build a Facebook Page, make sure your business name is available as a Page name and as a handle on Instagram and other networks. The namechk username checker checks dozens of platforms at once, and the business name generator can help if your first choice is taken. For the bigger picture, see our social media statistics and Instagram statistics.

How we compiled these statistics

We used Meta’s investor releases, Pew Research Center surveys and DataReportal’s Digital 2026 reports (which combine GWI survey data, Similarweb app data and Meta’s ad tools). Ad-reach figures come from Meta’s advertising tools and are not the same as active users. All data is as of October 2026; older statistics in the previous version of this page were removed when no current source could be found.

FAQs

Sources

1. DataReportal: Digital 2026 Mid-Year Global Update Report
2. DataReportal: Digital 2026 Global Overview Report
3. DataReportal: Facebook statistics and trends (January 2025 data)
4. Pew Research Center: Social Media Fact Sheet (October 2026)
5. Pew Research Center: Americans’ Social Media Use 2025
6. Pew Research Center: Teens, Social Media and AI Chatbots 2025
7. Meta: Second Quarter 2026 Results (July 29, 2026)
8. Meta: Fourth Quarter and Full Year 2023 Results
9. IAB/PwC Internet Advertising Revenue Report, Full Year 2025