With the latest version of my Face of Facebook eBook, some interesting comparison stats have emerged. I have already shared the explosive growth numbers by country. In this post I want to talk about the age of Facebook and more specifically the growth of some key audiences. Note that all data is collected directly from Facebook's advertising management system and was updated on September 15th.
The 30+ audience is the fastest growing segment of Facebook.
If we look at the total makeup of Facebook in the US, it is still heavily skewed to the under 25 crowd. By volume, the 18-21 group is the largest population. This is followed by 22-25 and 13-17 respectively.[Click for a larger image.]
When you look at growth of the population by volume there is a similar pattern, but it has slightly different spread. In the following chart you can see that the college 18-21 population grew by the most users. Much of this can be correlated by the back-to-school rush happening now. Past that point, however, you will notice that the 31-36 and 36-41 groups added the third and fourth most users for the month.[Click for a larger image.]
If you were to stop there you may think there is little potential for the 30+ audience. But that is a hasty decision. Take a look at the followiung chart that shows the pace of growth over the past month. The 30+ segments have the first through fourth top spots. Overall the 40-50 segment is the most explosive of all. Growth in the 50+ segment was close to the 26-30 segment and surpassed all segments below 25.[Click for a larger image.]
I will be sure to keep an eye on this trend in the future. What other stats do you want to see? Would having this on a per-country basis be beneficial? Let me know, I want this to add as much value for you as possible.