Who is Facebook's main audience?

Facebook ads mostly cater to millennials, with adults between 25 and 34 years of age making up the largest portion of its British advertising audience in January 2021. Both males and females were represented nearly equally (at 12.8 and 12.4 percent respectively) within this demographic. This was followed by 35 to 44-year-olds. Nearly 60 percent of all Facebook users in the United Kingdom (UK) claimed they logged in multiple times daily. Not only was this a slightly higher percentage than those who did so on Instagram, Facebook usership appeared to be distributed relatively equally across all household income brackets nationwide.

Lack of trust on social media

In a comparison survey among six European countries in 2020, just short of a quarter of British Facebook users had used the platform for news. This was the second lowest share reported after Germany. Comparatively, 56 percent in Italy and 44 percent in Spain reported receiving and sharing news on Facebook. This skepticism toward information on social media was also echoed in a global survey run a year prior, where the UK ranked lowest among 27 countries in terms of trust in social media to ensure truth in its shared content during a crisis.


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