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Digital 2021: Essential Facebook Stats for October 2021 v01

This presentation contains DataReportal’s update on Facebook adoption and use around the world in October 2021, including the number of Facebook users by country, and insights into Facebook’s audience demographics (i.e. Facebook users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

1 of 286
FACEBOOK STATS
FOR OCTOBER 2021
THE LATEST DATA FOR FACEBOOK ADOPTION AND USE IN MORE
THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD
Digital 2021: Essential Facebook Stats for October 2021 v01
3
REPORT CONTENTS
GLOBAL HEADLINES AND BENCHMARKS
HEADLINE DATA FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA FOR 230+ COUNTRIES
FURTHER INFORMATION
!
The ‘potential audience’ figures shown in this report use data published in Facebook’s self-service advertising tools,
and represent Facebook’s potential advertising reach. For various reasons, please note that these advertising
audience reach figures may not match the platform’s monthly active user figures, and should not be treated as
such. For example, individual user behaviours and the impact of US sanctions may mean that some active users are
not shown any advertising on the platform during a particular reporting period. Conversely, audience figures
may not represent unique individuals. This is because some individuals may manage multiple accounts on the
same platform, and because some accounts may represent ‘non-human’ entities such as businesses, pets, groups and
organisations, buildings, locations, and more, regardless of platform rules governing such accounts. As a result, it’s
not uncommon for platforms’ advertising audience figures to exceed the population figures for eligible age
groups published by organisations such as the United Nations, or to exceed the internet user figures that we publish
in some of our other reports. So, while it may seem surprising to see audience figures that exceed the total eligible
population or internet user base, these figures are not necessarily ‘wrong’, and we have chosen to publish audience
figures as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments.
IMPORTANT NOTES
CLICK HERE TO READ OUR DIGITAL 2021
GLOBAL OVERVIEW REPORT, WITH MORE
THAN 200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM AROUND THE WORLD
CLICK HERE TO READ OUR DIGITAL 2021
LOCAL COUNTRY HEADLINES REPORT,
WITH ESSENTIAL DIGITAL OVERVIEWS
FOR EVERY COUNTRY IN THE WORLD
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
DIGITAL2021
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
LOCAL COUNTRY HEADLINES
GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
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Digital 2021: Essential Facebook Stats for October 2021 v01

  • 1. FACEBOOK STATS FOR OCTOBER 2021 THE LATEST DATA FOR FACEBOOK ADOPTION AND USE IN MORE THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD
  • 3. 3 REPORT CONTENTS GLOBAL HEADLINES AND BENCHMARKS HEADLINE DATA FOR WORLD REGIONS DATA FOR UN GEOSCHEME REGIONS LOCAL DATA FOR 230+ COUNTRIES FURTHER INFORMATION
  • 4. ! The ‘potential audience’ figures shown in this report use data published in Facebook’s self-service advertising tools, and represent Facebook’s potential advertising reach. For various reasons, please note that these advertising audience reach figures may not match the platform’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and the impact of US sanctions may mean that some active users are not shown any advertising on the platform during a particular reporting period. Conversely, audience figures may not represent unique individuals. This is because some individuals may manage multiple accounts on the same platform, and because some accounts may represent ‘non-human’ entities such as businesses, pets, groups and organisations, buildings, locations, and more, regardless of platform rules governing such accounts. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed the population figures for eligible age groups published by organisations such as the United Nations, or to exceed the internet user figures that we publish in some of our other reports. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these figures are not necessarily ‘wrong’, and we have chosen to publish audience figures as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. IMPORTANT NOTES
  • 5. CLICK HERE TO READ OUR DIGITAL 2021 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL DIGITAL OVERVIEWS FOR EVERY COUNTRY IN THE WORLD DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT DIGITAL2021 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD LOCAL COUNTRY HEADLINES
  • 6. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
  • 8. 8 OCT 2021 SOURCES: FACEBOOK’S 2021 Q3 EARNINGS ANNOUNCEMENT (OCT 2021); FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); KEPIOS ANALYSIS (OCT 2021). ADVISORY: THE DATA ON THE PREVIOUS SLIDE REFLECT FACEBOOK’S ADVERTISING AUDIENCE, WHEREAS DATA ON THIS SLIDE REFLECT FACEBOOK’S ACTIVE USERS. 30 30 30 MONTHLY ACTIVE USERS: THE NUMBER OF PEOPLE WHO USED FACEBOOK IN THE PAST 30 DAYS DAILY ACTIVE USERS: THE AVERAGE NUMBER OF PEOPLE WHO USE FACEBOOK EACH DAY FACEBOOK’S DAILY ACTIVE USERS AS A PERCENTAGE OF ITS MONTHLY ACTIVE USERS THE POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING REACH AS A PERCENTAGE OF TOTAL MONTHLY ACTIVE USERS 2.910 1.930 66.3% 2.276 78.2% BILLION BILLION BILLION FACEBOOK’S MONTHLY ACTIVE USERS, DAILY ACTIVE USERS, AND ADVERTISING REACH FACEBOOK’S AUDIENCES AT A GLANCE
  • 9. 9 OCT 2021 2.449 2.498 2.603 2.701 2.740 2.797 2.853 2.895 2.910 1.930 1.949 2.025 2.091 2.137 2.184 2.212 2.252 2.276 SOURCES: MAU FIGURES TAKEN FROM DATA PUBLISHED IN FACEBOOK’S QUARTERLY EARNINGS ANNOUNCEMENTS (DATES AS STATED BENEATH GRAPH); ADVERTISING AUDIENCE FIGURES BASED ON KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (DATES AS STATED BENEATH GRAPH). *NOTES: FIGURES IN WHITE CIRCLES REPRESENT RELATIVE CHANGE vs. PREVIOUS QUARTER. MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV +1.4% +0.3% +2.0% +1.0% +4.2% +3.9% +3.8% +3.3% +1.4% +2.2% +2.1% +2.2% +2.0% +1.2% +1.5% +1.8% +0.5% +1.1% OCT JAN APR JUL OCT JAN APR JUL OCT 2019 2020 2020 2020 2020 2021 2021 2021 2021 FACEBOOK’S MONTHLY ACTIVE USERS (MAU) AND GLOBAL ADVERTISING REACH (ADV) OVER TIME (IN BILLIONS), WITH QUARTER-ON-QUARTER CHANGE* FACEBOOK’S ACTIVE USERS vs. AD AUDIENCE OVER TIME
  • 10. 10 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.28 37.0% +1.1% 43.5% 56.5% MILLION +25 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
  • 11. 11 OCT 2021 2.5% 9.3% 12.5% 7.7% 5.1% 3.4% 2.7% 3.2% 13.4% 19.0% 10.0% 5.6% 3.2% 2.5% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
  • 12. 12 OCT 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. FACEBOOK RECENTLY INCREASED THE PRECISION OF THE FIGURES REPORTED IN ITS SELF-SERVICE ADVERTISING TOOLS, WHICH MAY HAVE RESULTED IN CHANGES IN REPORTED VALUES, EVEN IF THERE HAS BEEN NO ACTUAL CHANGE IN UNDERLYING ADVERTISING REACH. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲Q-O-Q 11 12 13 14 15 16 17 18 19 20 11 PAKISTAN 46,900,000 +4.2% 12 U.K. 38,900,000 +2.4% 13 COLOMBIA 37,800,000 -0.5% 14 TURKEY 37,400,000 +1.1% 15 FRANCE 33,500,000 +1.5% 16 ITALY 31,100,000 +0.3% 17 ARGENTINA 31,000,000 0% 18 NIGERIA 29,300,000 -5.5% 19 GERMANY 28,000,000 0% 20 PERU 26,600,000 -1.5% 01 INDIA 349,200,000 +2.7% 02 U.S.A. 193,900,000 -3.1% 03 INDONESIA 142,500,000 +1.8% 04 BRAZIL 127,000,000 -2.3% 05 MEXICO 95,600,000 -2.4% 06 PHILIPPINES 90,500,000 +2.8% 07 VIETNAM 74,100,000 +4.4% 08 THAILAND 54,700,000 +1.3% 09 BANGLADESH 48,000,000 +4.3% 10 EGYPT 47,800,000 +1.7% COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES FACEBOOK AD REACH RANKING
  • 13. 13 OCT 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH vs. POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH vs. POP. 13+ TOTAL REACH QOQ CHANGE 11 VIETNAM 94.6% 74,100,000 +4.4% 12 MALAYSIA 94.3% 24,700,000 +2.9% 13 MEXICO 94.1% 95,600,000 -2.4% 14 ICELAND 92.3% 264,700 +1.8% 15 BOLIVIA 92.3% 8,100,000 0% 16 THAILAND 90.9% 54,700,000 +1.3% 17 COLOMBIA 90.9% 37,800,000 -0.5% 18 U.A.E. 90.8% 7,900,000 +1.3% 19 GREENLAND 90.6% 42,300 +0.7% 20 GUAM 89.7% 121,500 +1.3% 01 MONGOLIA 112.1%* 2,700,000 +3.8% 02 PHILIPPINES 109.6%* 90,500,000 +2.8% 03 LIBYA 109.4%* 5,800,000 +1.8% 04 ECUADOR 101.6%* 13,900,000 -0.7% 05 PERU 101.3%* 26,600,000 -1.5% 06 TONGA 101.1%* 75,700 +0.9% 07 MALTA 99.9% 387,000 -0.8% 08 CAMBODIA 98.3% 12,200,000 +1.7% 09 ARUBA 97.6% 89,300 -0.8% 10 SAMOA 95.0% 128,300 -1.3% COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK
  • 14. 14 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS 1.60 32.6% 16.7% 49.9% 0.8% EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
  • 15. 15 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: ALL POST TYPES AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: PHOTO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: VIDEO POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: LINK POSTS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: STATUS POSTS 0.07% 0.12% 0.09% 0.04% 0.14% THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS* (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS
  • 16. 16 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. >100K 10K-100K <10K AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH FEWER THAN 10,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH 10,000 – 100,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH MORE THAN 100,000 FANS 0.29% 0.19% 0.05% COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE
  • 18. 18 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 252.4 28.4% +2.1% 40.0% 60.0% MILLION +5.1 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AFRICA
  • 19. 19 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 631.5 75.3% -1.7% 52.6% 47.4% MILLION -11 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE AMERICAS
  • 20. 20 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 980.8 28.1% +2.7% 37.1% 62.9% MILLION +26 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ASIA-PACIFIC
  • 21. 21 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 344.1 47.3% +1.1% 50.2% 49.8% MILLION +3.6 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EUROPE
  • 22. 22 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 67.48 33.9% +1.5% 30.2% 69.8% MILLION +965 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE MIDDLE EAST
  • 24. 24 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 216.4 68.9% -2.6% 54.6% 45.4% MILLION -5.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK NORTHERN AMERICA
  • 25. 25 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 123.3 88.1% -1.6% 50.9% 49.1% MILLION -2.0 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CENTRAL AMERICA
  • 26. 26 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 13.64 39.2% -0.6% 50.7% 49.3% MILLION -85 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE CARIBBEAN
  • 27. 27 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 278.2 79.4% -1.2% 52.0% 48.0% MILLION -3.3 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK SOUTHERN AMERICA
  • 28. 28 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 84.96 49.9% +0.7% 51.2% 48.8% MILLION +598 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK WESTERN EUROPE
  • 29. 29 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 62.13 68.6% +1.8% 53.1% 46.9% MILLION +1.1 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK NORTHERN EUROPE
  • 30. 30 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 77.29 56.9% +0.9% 50.8% 49.2% MILLION +701 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK SOUTHERN EUROPE
  • 31. 31 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 75.33 30.3% +0.9% 54.7% 45.3% MILLION +701 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EASTERN EUROPE
  • 32. 32 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 107.1 59.9% +2.2% 38.2% 61.8% MILLION +2.3 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK NORTHERN AFRICA
  • 33. 33 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 59.48 23.2% -1.6% 38.2% 61.8% MILLION -984 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK WESTERN AFRICA
  • 34. 34 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 14.05 12.6% +3.4% 39.8% 60.2% MILLION +468 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MIDDLE AFRICA
  • 35. 35 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 42.77 14.7% +2.9% 40.4% 59.6% MILLION +1.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EASTERN AFRICA
  • 36. 36 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 28.95 56.8% +8.1% 50.0% 50.0% MILLION +2.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK SOUTHERN AFRICA
  • 37. 37 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 111.9 52.0% +1.3% 32.5% 67.5% MILLION +1.5 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK WESTERN ASIA
  • 38. 38 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 5.27 9.6% +4.1% 41.9% 58.1% MILLION +206 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CENTRAL ASIA
  • 39. 39 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 470.0 31.3% +3.2% 25.0% 75.0% MILLION +15 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK SOUTHERN ASIA
  • 40. 40 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 427.5 80.7% +2.7% 48.3% 51.7% MILLION +11 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK SOUTHEASTERN ASIA
  • 41. 41 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 55.96 3.9% -0.2% 47.4% 52.6% MILLION -102 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EASTERN ASIA
  • 42. 42 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 22.08 64.1% +0.6% 52.1% 47.9% MILLION +133 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK OCEANIA
  • 44. 44 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 70.2 [N/A] +8.0% 57.8% 42.2% THOUSAND +5,200 ABKHAZIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ABKHAZIA
  • 45. 45 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 4.30 16.9% +2.4% 16.6% 83.4% MILLION +100 THOUSAND AFGHANISTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AFGHANISTAN
  • 46. 46 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 19.8 [N/A] -1.0% 52.8% 47.2% THOUSAND -200 THE ÅLAND ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE ÅLAND ISLANDS
  • 47. 47 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.30 53.2% 0% 38.0% 62.0% MILLION [UNCHANGED] ALBANIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ALBANIA
  • 48. 48 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 24.60 75.8% +2.5% 39.2% 60.8% MILLION +600 THOUSAND ALGERIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ALGERIA
  • 49. 49 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 29.8 70.6% -0.7% 53.8% 46.2% THOUSAND -200 AMERICAN SAMOA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AMERICAN SAMOA
  • 50. 50 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 37.1 53.8% -2.4% 52.2% 47.8% THOUSAND -900 ANDORRA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ANDORRA
  • 51. 51 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.60 12.9% +8.3% 42.3% 57.7% MILLION +200 THOUSAND ANGOLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ANGOLA
  • 52. 52 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 10.4 84.3% +4.0% 52.4% 47.6% THOUSAND +400 ANGUILLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ANGUILLA
  • 53. 53 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 57.5 71.8% +0.9% 53.9% 46.1% THOUSAND +500 ANTIGUA & BARBUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ANTIGUA & BARBUDA
  • 54. 54 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 31.00 86.1% 0% 52.8% 47.2% MILLION [UNCHANGED] ARGENTINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ARGENTINA
  • 55. 55 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.50 61.8% 0% 54.6% 45.4% MILLION [UNCHANGED] ARMENIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ARMENIA
  • 56. 56 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 89.3 97.6% -0.8% 53.0% 47.0% THOUSAND -700 ARUBA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ARUBA
  • 57. 57 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 16.10 74.8% +0.6% 52.8% 47.2% MILLION +100 THOUSAND AUSTRALIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AUSTRALIA
  • 58. 58 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 3.60 45.5% 0% 50.0% 50.0% MILLION [UNCHANGED] AUSTRIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AUSTRIA
  • 59. 59 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.70 21.0% 0% 31.1% 68.9% MILLION [UNCHANGED] AZERBAIJAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK AZERBAIJAN
  • 60. 60 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 232.6 71.5% +1.1% 54.2% 45.8% THOUSAND +2,600 BAHAMAS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE BAHAMAS
  • 61. 61 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 775.3 52.6% -4.3% 26.2% 73.8% THOUSAND -35 THOUSAND BAHRAIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BAHRAIN
  • 62. 62 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 48.00 37.3% +4.3% 32.0% 68.0% MILLION +2.0 MILLION BANGLADESH THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BANGLADESH
  • 63. 63 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 158.4 64.1% -1.0% 52.8% 47.2% THOUSAND -1,600 BARBADOS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BARBADOS
  • 64. 64 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 731.1 9.1% +0.2% 61.6% 38.4% THOUSAND +1,100 BELARUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BELARUS
  • 65. 65 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 6.90 69.5% 0% 51.5% 48.5% MILLION [UNCHANGED] BELGIUM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BELGIUM
  • 66. 66 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 242.0 79.5% +0.8% 50.8% 49.2% THOUSAND +2,000 BELIZE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BELIZE
  • 67. 67 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.50 19.0% 0% 35.3% 64.7% MILLION [UNCHANGED] BENIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BENIN
  • 68. 68 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 36.0 67.7% 0% 56.4% 43.6% THOUSAND [UNCHANGED] BERMUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BERMUDA
  • 69. 69 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 485.6 78.9% -0.9% 47.4% 52.6% THOUSAND -4,400 BHUTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BHUTAN
  • 70. 70 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 8.10 92.3% 0% 48.1% 51.9% MILLION [UNCHANGED] BOLIVIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BOLIVIA
  • 71. 71 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 18.4 [N/A] -3.2% 51.4% 48.6% THOUSAND -600 BONAIRE, SINT EUSTATIUS & SABA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BONAIRE, SINT EUSTATIUS & SABA
  • 72. 72 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.50 52.4% 0% 49.3% 50.7% MILLION [UNCHANGED] BOSNIA & HERZEGOVINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BOSNIA & HERZEGOVINA
  • 73. 73 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.20 70.3% 0% 49.6% 50.4% MILLION [UNCHANGED] BOTSWANA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BOTSWANA
  • 74. 74 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 127.0 72.0% -2.3% 53.5% 46.5% MILLION -3.0 MILLION BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BRAZIL
  • 75. 75 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 21.9 [N/A] -0.5% 50.0% 50.0% THOUSAND -100 THE BRITISH VIRGIN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE BRITISH VIRGIN ISLANDS
  • 76. 76 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 317.0 88.8% +2.3% 42.6% 57.4% THOUSAND +7,000 BRUNEI DARUSSALAM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BRUNEI DARUSSALAM
  • 77. 77 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 3.90 64.8% +2.6% 51.3% 48.7% MILLION +100 THOUSAND BULGARIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BULGARIA
  • 78. 78 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.20 16.7% +10.0% 29.7% 70.3% MILLION +200 THOUSAND BURKINA FASO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BURKINA FASO
  • 79. 79 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 775.8 10.5% +3.4% 34.8% 65.2% THOUSAND +26 THOUSAND BURUNDI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK BURUNDI
  • 80. 80 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 295.8 69.3% -1.4% 48.9% 51.1% THOUSAND -4,200 CABO VERDE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CABO VERDE
  • 81. 81 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 12.20 98.3% +1.7% 43.9% 56.1% MILLION +200 THOUSAND CAMBODIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CAMBODIA
  • 82. 82 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 4.40 25.5% +4.8% 41.9% 58.1% MILLION +200 THOUSAND CAMEROON THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CAMEROON
  • 83. 83 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 22.40 68.0% +1.8% 54.1% 45.9% MILLION +400 THOUSAND CANADA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CANADA
  • 84. 84 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 49.0 86.8% +2.1% 51.9% 48.1% THOUSAND +1,000 THE CAYMAN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE CAYMAN ISLANDS
  • 85. 85 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 142.4 4.6% +18.7% 33.4% 66.6% THOUSAND +22 THOUSAND THE CENTRAL AFRICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE CENTRAL AFRICAN REPUBLIC
  • 86. 86 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 555.6 5.6% +1.0% 21.2% 78.8% THOUSAND +5,600 CHAD THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CHAD
  • 87. 87 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 13.40 83.5% +3.1% 51.9% 48.1% MILLION +400 THOUSAND CHILE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CHILE
  • 88. 88 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1.20 0.10% 0% 41.3% 58.7% MILLION [UNCHANGED] CHINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CHINA
  • 89. 89 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 1,100 [N/A] -8.3% 45.5% 54.5% -100 CHRISTMAS ISLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CHRISTMAS ISLAND
  • 90. 90 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 37.80 90.9% -0.5% 51.3% 48.7% MILLION -200 THOUSAND COLOMBIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK COLOMBIA
  • 91. 91 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 219.6 37.5% +4.6% 40.1% 59.9% THOUSAND +9,600 COMOROS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK COMOROS
  • 92. 92 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 4.50 8.2% 0% 37.8% 62.2% MILLION [UNCHANGED] THE DEMOCRATIC REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE DEMOCRATIC REPUBLIC OF THE CONGO
  • 93. 93 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 880.9 24.3% +2.4% 41.1% 58.9% THOUSAND +21 THOUSAND THE REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE REPUBLIC OF THE CONGO
  • 94. 94 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 10.8 73.4% -1.8% 53.3% 46.7% THOUSAND -200 THE COOK ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE COOK ISLANDS
  • 95. 95 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 3.70 87.5% +2.8% 50.0% 50.0% MILLION +100 THOUSAND COSTA RICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK COSTA RICA
  • 96. 96 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 6.00 34.8% +1.7% 36.7% 63.3% MILLION +100 THOUSAND CÔTE D'IVOIRE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CÔTE D'IVOIRE
  • 97. 97 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.00 56.0% +5.3% 50.4% 49.6% MILLION +100 THOUSAND CROATIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CROATIA
  • 98. 98 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 115.7 82.9% -3.6% 55.4% 44.6% THOUSAND -4,300 CURAÇAO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CURAÇAO
  • 99. 99 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 885.8 84.8% +0.7% 47.8% 52.2% THOUSAND +5,800 CYPRUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CYPRUS
  • 100. 100 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 5.30 57.2% +1.9% 52.8% 47.2% MILLION +100 THOUSAND CZECHIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK CZECHIA
  • 101. 101 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 3.90 77.9% 0% 51.3% 48.7% MILLION [UNCHANGED] DENMARK THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK DENMARK
  • 102. 102 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 192.0 25.5% -26.2% 40.9% 59.1% THOUSAND -68 THOUSAND DJIBOUTI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK DJIBOUTI
  • 103. 103 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 36.4 61.8% -1.6% 50.6% 49.4% THOUSAND -600 DOMINICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK DOMINICA
  • 104. 104 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 6.20 74.1% -1.6% 50.0% 50.0% MILLION -100 THOUSAND THE DOMINICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE DOMINICAN REPUBLIC
  • 105. 105 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 13.90 101.6% -0.7% 48.9% 51.1% MILLION -100 THOUSAND ECUADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ECUADOR
  • 106. 106 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 47.80 65.5% +1.7% 36.5% 63.5% MILLION +800 THOUSAND EGYPT THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EGYPT
  • 107. 107 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 4.20 83.5% 0% 48.8% 51.2% MILLION [UNCHANGED] EL SALVADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EL SALVADOR
  • 108. 108 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 99.0 10.1% -1.0% 36.2% 63.8% THOUSAND -1,000 EQUATORIAL GUINEA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK EQUATORIAL GUINEA
  • 109. 109 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 7,800 0.3% +25.8% 27.8% 72.2% +1,600 ERITREA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ERITREA
  • 110. 110 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 720.3 63.4% +1.5% 55.7% 44.3% THOUSAND +10 THOUSAND ESTONIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ESTONIA
  • 111. 111 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 386.7 48.5% +10.5% 47.0% 53.0% THOUSAND +37 THOUSAND ESWATINI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ESWATINI
  • 112. 112 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 7.30 9.5% 0% 33.8% 66.2% MILLION [UNCHANGED] ETHIOPIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK ETHIOPIA
  • 113. 113 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2,700 [N/A] -3.6% 48.1% 51.9% -100 THE FALKLAND ISLANDS (LAS MALVINAS) THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE FALKLAND ISLANDS (LAS MALVINAS)
  • 114. 114 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 38.3 94.2% +0.8% 50.3% 49.7% THOUSAND +300 THE FAROE ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE FAROE ISLANDS
  • 115. 115 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 601.9 89.1% +3.8% 48.1% 51.9% THOUSAND +22 THOUSAND FIJI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FIJI
  • 116. 116 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 2.80 58.3% 0% 53.6% 46.4% MILLION [UNCHANGED] FINLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FINLAND
  • 117. 117 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 33.50 60.3% +1.5% 52.1% 47.9% MILLION +500 THOUSAND FRANCE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FRANCE
  • 118. 118 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 99.7 44.9% +0.7% 51.6% 48.4% THOUSAND +700 FRENCH GUIANA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FRENCH GUIANA
  • 119. 119 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 194.4 84.6% +2.3% 54.2% 45.8% THOUSAND +4,400 FRENCH POLYNESIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK FRENCH POLYNESIA
  • 120. 120 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 807.3 52.9% +2.2% 44.1% 55.9% THOUSAND +17 THOUSAND GABON THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK GABON
  • 121. 121 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON FACEBOOK FACEBOOK’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN FACEBOOK’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT FACEBOOK REPORTS IS MALE* 388.7 25.5% -0.3% 33.0% 67.0% THOUSAND -1,300 GAMBIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK THE GAMBIA