Why Do People Use Facebook?

As the king of social media, Facebook boasts a whopping 2.6 billion monthly active users. With such a massive user base, it is one of the best social media platforms for businesses to use for marketing.

But before you do that, you need to first understand Facebook users’ activities on the platform. In other words, you must answer the question: Why do people use Facebook?

Top Uses of Facebook

According to the latest data on the top uses of Facebook, the most popular activity on the platform is clicking on Facebook ads. A typical Facebook user clicks on an average of 13 Facebook ads in any given month—more than any other activity. 

It should come as no surprise, then, that Facebook is marketers’ favorite platform to use for social media marketing. As many as 94 percent of marketers use Facebook to market their business. In comparison, 76 percent use Instagram (also owned by Facebook) and 59 percent use LinkedIn.

Interestingly, female users appear to be more likely to click on a Facebook ad than male users. Data shows that women click on Facebook ads an average of 15 times per month, while men click on just ten.

There is also a difference in ad-clicking behavior across different countries. While 13 is the global average, Facebook users in the US are much more active on this front with 20 number of ad clicks per month.

The country whose citizens are the most active with Facebook ads clicks is Israel. The average Facebook user there clicks on 24 Facebook ads a month.

But what is Facebook used for, other than viewing and clicking on ads? The second-most-popular activity on Facebook is liking posts shared by other users. Facebook users worldwide like an average of 12 posts per month. 

Again, we see a slight gender divide here between women and men. Female Facebook users like an average of 13 posts per month, whereas male users like 11.

Leaving comments also rank among the most popular uses of Facebook. The average Facebook user leaves six comments a day with female users leaving slightly more comments (seven) than men (five).

Across the above-mentioned activities on Facebook, we see that women tend to interact on Facebook more than men. With the exception of liking Facebook pages, women perform these activities more frequently than men. 

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