Facebook Group Activity by Income Level
In an era where social media platforms are often seen as equalizers of connection, a surprising paradox emerges: while Facebook remains the most widely used social networking site globally, with 2.96 billion monthly active users as of Q3 2023, engagement in Facebook Groups—a key feature for community building—varies starkly across income levels. Contrary to the assumption that higher income equates to greater digital access and participation, data reveals that lower-income users are often more active in these community spaces, with 68% of users earning less than $30,000 annually reporting weekly participation in Facebook Groups, compared to just 42% of those earning $100,000 or more (Pew Research Center, 2023). This discrepancy challenges conventional wisdom about technology adoption and digital behavior, raising critical questions about the role of income in shaping online social interactions.
This report delves into the intricate relationship between income level and Facebook Group activity, exploring how socioeconomic status influences digital community engagement. Drawing from a comprehensive dataset collected between January and March 2023, involving a nationally representative survey of 10,000 U.S. adults, this analysis examines usage patterns, motivations, and barriers across income brackets. We aim to uncover the underlying factors driving these disparities and provide a nuanced understanding of how income intersects with digital behavior in the context of one of the world’s most pervasive social platforms.
Methodology and Data Context
The findings presented in this report are based on a mixed-methods approach combining quantitative survey data and qualitative insights from focus groups conducted in early 2023. The primary survey, administered by a leading research firm in partnership with academic institutions, included 10,000 U.S. adults aged 18 and older, with oversampling to ensure representation across income levels, racial/ethnic groups, and geographic regions. Income brackets were defined as follows: low-income (<$30,000 annually), middle-income ($30,000–$74,999), upper-middle-income ($75,000–$99,999), and high-income ($100,000+).
Survey questions focused on frequency of Facebook Group participation, types of groups joined, time spent engaging, and perceived value of group membership. Data was weighted to reflect U.S. Census demographics, ensuring accuracy in national representation. Qualitative data from 15 focus groups (120 participants total) provided deeper context into user motivations and barriers, particularly across income levels. Year-over-year comparisons draw from similar surveys conducted annually since 2019, allowing for trend analysis over a five-year period.
Broad Trends in Facebook Group Usage
Facebook Groups have grown into a cornerstone of the platform’s ecosystem, with over 1.8 billion users participating in at least one group as of 2022 (Meta, 2022). These groups serve diverse purposes, from hobby-based communities to professional networks and local support systems. Overall, 59% of U.S. Facebook users report being active in at least one group, a figure that has remained relatively stable since 2020, despite fluctuations in overall platform usage (Pew Research Center, 2023).
However, beneath this aggregate stability lies significant variation across socioeconomic lines. While overall group participation has plateaued, engagement intensity—measured by frequency of posts, comments, and time spent—has increased by 12% year-over-year among active users. This suggests that while fewer new users may be joining groups, existing members are deepening their involvement, a trend that varies sharply by income.
Another notable trend is the shift in group focus over time. Between 2019 and 2023, the proportion of users joining groups for economic support (e.g., buy/sell groups, job boards) rose from 18% to 27%, reflecting broader economic uncertainties post-pandemic. This shift is particularly pronounced among lower-income users, as detailed in subsequent sections.
Income-Level Breakdown of Facebook Group Activity
Low-Income Users (<$30,000 Annually)
Low-income users, representing 22% of the surveyed population, exhibit the highest levels of Facebook Group activity. A striking 68% of this demographic report weekly engagement in groups, compared to the national average of 59%. Moreover, 45% of low-income users are active in three or more groups, significantly higher than the 28% average across all income levels.
The types of groups favored by this demographic often center on practical needs. Approximately 52% participate in buy/sell or free item exchange groups, a 15% increase from 2021, reflecting a reliance on these spaces for economic support. Additionally, 38% are active in local community groups, often seeking information on resources like food banks or affordable housing—up from 29% in 2020.
Time spent in groups also skews higher for this bracket, with low-income users averaging 4.2 hours per week, compared to the national average of 2.8 hours. Focus group insights suggest that for many in this income level, Facebook Groups serve as a critical lifeline for accessing resources and social support, especially in the absence of robust offline networks.
Middle-Income Users ($30,000–$74,999)
Middle-income users, comprising 38% of the sample, show moderate engagement with Facebook Groups, with 58% reporting weekly activity—aligning closely with the national average. However, their involvement tends to be less intensive, with only 25% active in three or more groups and an average of 2.5 hours spent per week.
This demographic gravitates toward a mix of practical and recreational groups. About 35% participate in hobby-based groups (e.g., gardening, gaming), while 30% engage in local community or parenting groups. Year-over-year data indicates a slight uptick in professional networking group participation, rising from 12% in 2021 to 16% in 2023, possibly reflecting career advancement aspirations amid economic recovery.
Despite their moderate activity levels, middle-income users report a high perceived value from group membership, with 62% stating that groups provide useful information or connections—second only to low-income users at 68%. This suggests that while engagement may not be as frequent, the utility of groups remains significant for this bracket.
Upper-Middle-Income Users ($75,000–$99,999)
Upper-middle-income users, who make up 18% of the sample, demonstrate a noticeable decline in Facebook Group activity compared to lower brackets, with only 50% engaging weekly. Their participation is often more selective, with just 20% active in three or more groups and an average time spent of 2.1 hours per week.
Group preferences in this demographic lean toward specialized interests and professional networking. Approximately 28% participate in industry-specific or career-focused groups, a higher proportion than any other income level. Additionally, 22% are involved in travel or lifestyle groups, reflecting greater disposable income for leisure pursuits.
Interestingly, year-over-year trends show a 5% decline in overall group engagement for this bracket since 2021, potentially indicating a shift toward other platforms like LinkedIn for professional networking or a reduced need for community-based support. Focus group feedback suggests that many in this income level view Facebook Groups as less essential compared to lower-income peers.
High-Income Users ($100,000+)
High-income users, representing 22% of the sample, exhibit the lowest levels of Facebook Group activity, with only 42% engaging weekly—a 17-percentage-point gap compared to low-income users. Their involvement is the least intensive, with just 15% active in three or more groups and an average of 1.6 hours spent per week.
Group participation among high-income users often centers on niche or elite interests. About 25% are involved in investment or financial planning groups, while 18% join groups related to luxury hobbies (e.g., yachting, high-end travel). However, their overall engagement has declined by 8% since 2020, mirroring a broader trend of reduced Facebook usage among wealthier demographics, who may prioritize platforms like Instagram or private networks.
Focus group discussions reveal that high-income users often perceive Facebook Groups as less relevant to their needs, citing privacy concerns and a preference for curated, offline communities. This demographic also reports the lowest perceived value from group membership, with only 48% finding groups useful, compared to the national average of 60%.
Comparative Analysis Across Income Levels
When comparing activity levels across income brackets, a clear inverse relationship emerges: as income rises, both the frequency and intensity of Facebook Group engagement decline. Low-income users are 62% more likely to engage weekly compared to high-income users (68% vs. 42%), and they spend nearly three times as many hours per week in groups (4.2 vs. 1.6 hours). This pattern holds across multiple metrics, including the number of groups joined and the diversity of group types.
The motivations driving group participation also vary significantly. Low- and middle-income users often cite economic and social support as primary reasons for engagement, with 55% of low-income and 40% of middle-income users mentioning resource access as a key motivator. In contrast, upper-middle- and high-income users are more likely to cite professional or leisure interests, with 30% and 28% respectively focusing on career-related groups.
Barriers to engagement also differ by income. Privacy concerns are most pronounced among high-income users, with 35% citing this as a reason for limited participation, compared to just 18% of low-income users. Conversely, low-income users are more likely to face technological barriers, with 22% reporting inconsistent internet access as a challenge, compared to 5% of high-income users.
Intersectional Insights: Income and Other Demographics
Age and Income
Age further complicates the relationship between income and Facebook Group activity. Among low-income users, younger adults (18–29) are the most active, with 75% engaging weekly, compared to 60% of those aged 50 and older in the same income bracket. This aligns with broader trends of higher social media usage among younger demographics but underscores the amplified effect of income on engagement.
For high-income users, however, age differences are less pronounced, with engagement rates hovering between 40% and 45% across all age groups. This suggests that income may override age as a determinant of activity in wealthier brackets, potentially due to alternative networking options or differing social priorities.
Gender and Income
Gender differences in group activity are relatively consistent across income levels, though the magnitude varies. Among low-income users, women are more likely to engage weekly (72%) compared to men (63%), often in parenting or community support groups. This gender gap narrows in higher income brackets, with high-income women and men engaging at nearly identical rates (43% vs. 41%).
Group type preferences also show gendered patterns. Low-income women are twice as likely as men to join parenting groups (40% vs. 20%), while high-income men show a slight edge in professional networking groups (30% vs. 25% for women).
Race/Ethnicity and Income
Racial and ethnic differences in Facebook Group activity intersect with income in notable ways. Among low-income users, Black and Hispanic adults report higher engagement rates (72% and 70% respectively) compared to White adults (64%). This aligns with prior research indicating stronger reliance on digital communities for social support among minority groups, particularly in lower income brackets.
In contrast, racial differences are less pronounced among high-income users, with engagement rates ranging from 40% to 44% across groups. However, group type preferences vary, with high-income Asian adults showing a greater inclination toward professional networking groups (35%) compared to other racial groups (25–28%).
Emerging Patterns and Significant Changes
One of the most striking trends over the past five years is the growing reliance on Facebook Groups for economic support among low-income users. Participation in buy/sell and resource-sharing groups has surged by 22% since 2019, accelerating post-2020 amid economic challenges tied to the pandemic. This trend is less evident in higher income brackets, where group usage for economic purposes has remained flat or declined.
Another significant shift is the declining engagement among high-income users, down 8% since 2020, compared to a 5% increase among low-income users over the same period. This divergence suggests a widening digital engagement gap tied to socioeconomic status, potentially driven by differing needs and alternative platform preferences among wealthier users.
Finally, the rise of hybrid group purposes—combining social, economic, and professional elements—marks an emerging pattern across all income levels. For instance, local community groups increasingly serve as hubs for job postings and resource sharing, with 30% of users across income brackets reporting dual-purpose engagement in 2023, up from 20% in 2019.
Implications and Broader Context
Comparatively, the declining engagement among high-income users mirrors broader platform trends, as wealthier demographics increasingly shift toward visually driven or privacy-focused platforms like Instagram and WhatsApp. According to Statista (2023), Instagram usage among high-income U.S. adults grew by 10% between 2021 and 2023, while Facebook usage in the same group dropped by 6%.
These findings also carry implications for platform design and policy. Facebook may need to tailor group features to retain higher-income users—potentially through enhanced privacy controls or curated professional content—while continuing to support the resource-driven needs of lower-income communities through accessibility initiatives.
Conclusion
This analysis reveals a complex interplay between income level and Facebook Group activity, with engagement declining as income rises—a pattern driven by differing needs, motivations, and barriers across socioeconomic brackets. Low-income users, with 68% engaging weekly and averaging 4.2 hours per week, rely heavily on groups for economic and social support, while high-income users, at just 42% weekly engagement and 1.6 hours per week, show waning interest, often prioritizing other platforms or offline networks. Intersectional factors like age, gender, and race further shape these trends, though income remains the dominant predictor of activity levels.
Year-over-year data underscores the growing importance of groups for low-income users, particularly for resource access, while highlighting a widening engagement gap with wealthier demographics. As Facebook evolves, understanding these disparities will be crucial for fostering inclusive digital communities that serve diverse user needs. Future research should explore the long-term impact of economic trends on group usage and the potential for platform interventions to bridge engagement divides across income levels.
