Some data asks for in depth interpretation which is why we are stepping in to clarify the news about the drop in Facebook UK users.
Socialbakers has seen some increased media interest following an article recently published in the Guardian about Facebook’s recent “drop in numbers in the UK”. We would like to make some clarifications to avoid any confusion.
- Over 50% of UK's entire population is on Facebook – which is amazing!
- About 15% of people in UK are under 13 years old therefore “not allowed” on Facebook
- 16.5% of people in UK are older than 65 and typically not on Facebook (only 4% of 65+ year olds out of the 33M are on Facebook in UK)
This effectively means that UK is inflecting in terms of numbers at near full penetration on Facebook (note: Not stagnating, nobody has yet done any proper seasonality analysis because of the growth social networks). I can't imagine their fans could grow by 10–20M new users, although this depends if they allow teens under 13 on the platform and furthermore largely depends on their mobile adoption.
This is especially important because Facebook measures by Monthly Active Users. This is one of the fairest methods of measurement in the industry and has been used since the days of social messaging platforms like AIM and ICQ – Monthly Active Users count (MAU). The numbers are from Facebook’s ad interface, and Facebook unlike other companies, updates this data on a pretty regular basis. No other company does that – they give you rough estimations on an irregular basis, which is not enough in todays moving social marketing world.
The monthly active user count is statistically vulnerable to more casual users of the platform, users that don't use it that often and might fall out of the 30-day range from time to time. And yeah, my grandpa might sometimes not be an active user on Facebook, even though he is using it.
Do You Know Your Numbers
Discover your performance versus your competition on Social Media
You May Also Like
Facebook Live Videos Take Off In 2016
Facebook Live videos are transforming the platform as media publishers and companies quickly adopt this new tool. We looked at the 500 largest company and the 500 largest media publisher Pages on Facebook for the first half of 2016 to see how the biggest pages are defining the trends in live video streaming.
Media are Masters of Facebook Reactions
Since the global roll-out earlier this year, Facebook Reactions have been gaining momentum across the platform with both audiences and content creators. Which are the most popular reactions with audiences and how are companies using them to maximum effect?