1) Population and Penetration: Yes, we know that over 1 billion people are on the platform. But what's the penetration rate in a major market like the U.S.? 67% of Internet users in the U.S. are on Facebook. In European markets, penetration is even higher (82% in the U.K.).
2) Age: Facebook still skews young. In the U.S., 83% of 18 to 29-year-olds who use the Internet are on it, but the proportion is only 67% across all age brackets. However, the 45- to 54-year-old age bracket has seen 46% growth since year-end 2012.
3) Income: Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter, and 13% who are on Pinterest).
4) Mobile: Facebook is the most popular social media app on smartphones and accounts for 66% of total social media sharing on iPhones.
5) International: Eight-six percent of Facebook's users are outside the U.S. And 29% of its users log in from Asian countries.
6) Gender: Facebook skews slightly toward women. But it is more gender neutral than Pinterest and Google+.
7) Education: Nearly 75% of U.S. Internet users who have had at least some education in college use Facebook, according to Pew Research.
