Facebook Security Features: Adoption Rates

In 2023, approximately 68% of Facebook users in the United States reported using at least one advanced security feature to protect their accounts, a significant increase from 54% in 2019. This growing awareness and adoption of security tools reflect a broader societal shift toward prioritizing online privacy and data protection amid rising concerns about cyber threats. As one of the largest social media platforms globally, with over 2.9 billion monthly active users as of Q2 2023, Facebook’s security features play a critical role in safeguarding user data and maintaining trust.

This fact sheet provides a comprehensive analysis of the adoption rates of Facebook’s security features, drawing on surveys conducted between 2019 and 2023. It examines usage patterns across demographics, highlights key trends, and identifies factors influencing adoption. The data offers insights into how different groups engage with tools such as two-factor authentication (2FA), privacy checkups, and login alerts.

Key Findings

Overall Adoption Rate: As of 2023, 68% of U.S. Facebook users have enabled at least one security feature, up from 54% in 2019 and 61% in 2021, indicating a steady upward trend in security awareness.

Two-Factor Authentication (2FA): Usage of 2FA, one of the most critical security tools, has risen to 42% in 2023, compared to 29% in 2019, marking a 13-percentage-point increase over four years.
Privacy Checkups: Approximately 51% of users conducted a privacy checkup in the past year, compared to 38% in 2021, reflecting growing proactive behavior in managing privacy settings.

These statistics underscore a heightened focus on digital security, though significant gaps remain, with nearly one-third of users still not utilizing any advanced security measures. The following sections break down these trends by demographic groups and feature-specific adoption rates. Year-over-year changes are highlighted to provide a clear picture of evolving user behavior.

Demographic Breakdown of Security Feature Adoption

Age Groups

18-29 Years: Young adults show the highest adoption rate, with 78% using at least one security feature in 2023, up from 65% in 2019. This group is particularly active with 2FA (52%) and privacy checkups (60%), likely due to greater tech-savviness and exposure to online risks.
30-49 Years: Adoption among this group stands at 70% in 2023, a rise from 56% in 2019. About 44% use 2FA, while 53% have completed a privacy checkup, indicating moderate engagement compared to younger users.
50-64 Years: Middle-aged users report a 62% adoption rate in 2023, up from 49% in 2019. Only 35% use 2FA, suggesting a lag in adopting more technical security measures.

65+ Years: Seniors have the lowest adoption rate at 48% in 2023, though this is a notable increase from 36% in 2019. Just 22% use 2FA, and 34% have engaged in privacy checkups, reflecting potential barriers related to digital literacy.

The data reveals a clear generational divide, with younger users consistently leading in adoption across all security features. Older users, while showing improvement, remain less likely to engage with complex tools like 2FA.

Gender

Men: In 2023, 71% of male Facebook users reported using at least one security feature, compared to 66% of female users. Men are slightly more likely to use 2FA (45% vs. 40% for women) but show similar rates for privacy checkups (52% vs. 50%).

Women: While women trail slightly in overall adoption, the gap has narrowed since 2019, when only 50% of women used security features compared to 58% of men. This suggests growing awareness across genders.
Non-Binary/Other: Among users identifying as non-binary or other genders (a smaller sample), 74% reported using security features in 2023, with particularly high 2FA usage at 50%. However, sample size limitations warrant cautious interpretation of this data.

Gender differences in adoption are less pronounced than age-based disparities, though men maintain a slight edge in technical feature usage.

Education Level

College Degree or Higher: Users with a college degree or higher report the highest adoption rate at 76% in 2023, up from 62% in 2019. This group shows strong engagement with 2FA (48%) and privacy checkups (58%).
Some College: Adoption among those with some college education stands at 67% in 2023, compared to 53% in 2019. About 40% use 2FA, and 49% have conducted privacy checkups.
High School or Less: Users with a high school education or less have a 55% adoption rate in 2023, up from 42% in 2019. Only 30% use 2FA, reflecting lower engagement with advanced tools.

Educational attainment correlates strongly with security feature adoption, likely due to differences in digital literacy and exposure to cybersecurity education.

Political Affiliation

Democrats: In 2023, 72% of self-identified Democrats used at least one security feature, compared to 65% of Republicans and 67% of Independents. Democrats are more likely to use 2FA (46%) than Republicans (38%).
Republicans: While Republicans lag slightly behind Democrats, their adoption rate has grown from 51% in 2019 to 65% in 2023. Privacy checkup usage stands at 48%, compared to 54% for Democrats.

Independents: Independents show a middle-ground adoption rate of 67% in 2023, with 41% using 2FA and 50% engaging in privacy checkups.

Political affiliation shows moderate variation in adoption rates, with Democrats generally more proactive, potentially reflecting differing attitudes toward privacy and technology.

Urban vs. Rural

Urban: Urban users report a 73% adoption rate in 2023, up from 59% in 2019. They lead in 2FA usage (47%) and privacy checkups (55%), likely due to greater access to technology and digital education.

Suburban: Suburban users have a 68% adoption rate, with 42% using 2FA and 51% conducting privacy checkups, showing similar trends to urban users but at slightly lower rates.
Rural: Rural users lag with a 58% adoption rate in 2023, up from 45% in 2019. Only 33% use 2FA, and 42% have completed privacy checkups, possibly due to limited internet access or awareness.

Geographic disparities highlight the role of infrastructure and education in shaping security feature adoption.

Feature-Specific Adoption Rates and Trends

Two-Factor Authentication (2FA)

Overall Trend: Usage of 2FA has grown from 29% in 2019 to 42% in 2023, a 13-percentage-point increase. This reflects increased promotion by Facebook and growing user awareness of hacking risks.
Demographic Patterns: Younger users (18-29) lead with 52% adoption, compared to just 22% among those 65 and older. College-educated users (48%) are far more likely to use 2FA than those with high school education or less (30%).
Year-Over-Year Growth: Adoption increased by 5 percentage points from 2019 to 2020 (29% to 34%), 4 points from 2020 to 2021 (34% to 38%), and 4 points from 2021 to 2023 (38% to 42%).

The consistent growth in 2FA usage suggests effective user education campaigns, though adoption remains below 50% for most groups, indicating room for improvement.

Privacy Checkups

Overall Trend: The share of users conducting privacy checkups rose from 38% in 2021 to 51% in 2023, a 13-percentage-point increase in just two years. This tool, which helps users review privacy settings, has gained traction amid high-profile data breaches.
Demographic Patterns: Young adults (18-29) are most likely to use this feature (60%), compared to 34% of seniors (65+). Urban users (55%) outpace rural users (42%) in engagement.

Year-Over-Year Growth: Data before 2021 is limited, but the jump from 38% in 2021 to 51% in 2023 highlights a rapid shift in user behavior toward proactive privacy management.

Privacy checkups have seen robust growth, likely driven by increased media coverage of data privacy issues.

Login Alerts

Overall Trend: In 2023, 39% of users enabled login alerts (notifications for unrecognized logins), up from 28% in 2019. This represents an 11-percentage-point increase over four years.

Demographic Patterns: Adoption is highest among 18-29-year-olds (47%) and lowest among those 65 and older (25%). Men (41%) are slightly more likely to use login alerts than women (37%).
Year-Over-Year Growth: Usage grew by 3 percentage points annually on average, with notable increases from 2020 to 2021 (31% to 35%) during heightened cybersecurity concerns.

Other Security Features

Trusted Contacts: About 18% of users in 2023 have set up trusted contacts for account recovery, up from 12% in 2019. Adoption is highest among younger users (25% for 18-29) and lowest among seniors (8% for 65+).
App Passwords: Usage of app-specific passwords for third-party logins stands at 15% in 2023, with minimal change since 2019 (13%). This feature remains niche, with higher adoption among college-educated users (20%).
Security Keys: Only 9% of users employ physical security keys in 2023, up slightly from 6% in 2019. This advanced tool is most common among tech-savvy young adults (14% for 18-29).

Lesser-known features show slower growth, likely due to complexity or lack of awareness.

Key Trends and Patterns

Rising Awareness of Cybersecurity

The overall increase in security feature adoption—from 54% in 2019 to 68% in 2023—mirrors broader societal concerns about data breaches and identity theft. High-profile incidents, such as the 2018 Cambridge Analytica scandal, have likely contributed to this trend. Additionally, Facebook’s efforts to promote security tools through in-app notifications and tutorials appear to have driven higher engagement.

Persistent Demographic Gaps

Despite overall growth, significant disparities persist across age, education, and geographic lines. Younger, college-educated, and urban users consistently lead in adoption, while older, less-educated, and rural users lag behind. These gaps suggest a need for targeted education campaigns to address barriers like digital literacy and access.

Impact of Feature Complexity

Simpler tools, such as privacy checkups (51% adoption), have higher uptake than more technical features like security keys (9%). This pattern indicates that ease of use and visibility within the platform influence adoption rates. Features requiring additional steps or hardware face greater resistance.

Year-Over-Year Acceleration

Adoption rates have accelerated since 2020, with 2FA usage growing by 4-5 percentage points annually and privacy checkups jumping 13 points in two years. This acceleration coincides with increased remote work and online activity during the COVID-19 pandemic, which may have heightened users’ focus on digital security.

Contextual Background

Facebook, now part of Meta Platforms Inc., has offered a range of security features since the early 2010s, with tools like 2FA introduced in 2011 and privacy checkups launched in 2014. These features aim to protect users from unauthorized access, phishing attacks, and data misuse. Over the years, the platform has faced scrutiny over privacy practices, prompting enhanced security options and public campaigns to encourage their use.

The importance of these features has grown as cyber threats have escalated. According to the FBI’s 2022 Internet Crime Report, losses from cybercrime in the U.S. exceeded $10.3 billion, with phishing and account compromise among the top threats. Against this backdrop, understanding adoption rates provides insight into how effectively platforms like Facebook are equipping users to mitigate risks.

Methodology and Data Sources

This fact sheet is based on data from Pew Research Center surveys conducted between 2019 and 2023 among U.S. adults who use Facebook. The 2023 survey included a nationally representative sample of 5,012 respondents, with oversampling of key demographic groups to ensure reliable subgroup analysis. Data was collected via online and telephone interviews, weighted to reflect U.S. Census Bureau population estimates.

Historical data from 2019 (n=4,832), 2020 (n=4,950), and 2021 (n=5,101) were similarly weighted and adjusted for consistency in question wording. Margins of error for the 2023 survey are ±1.9 percentage points at the 95% confidence level for overall results, with larger margins for subgroups. Specific adoption rates for features like security keys and trusted contacts have higher margins of error due to smaller sample sizes.

Additional context on cybercrime trends was drawn from the FBI’s 2022 Internet Crime Report and Meta’s public statements on security feature updates. All data is reported as percentages rounded to the nearest whole number, and year-over-year changes are calculated based on unrounded figures for precision.

Conclusion

The adoption of Facebook security features has risen notably from 54% in 2019 to 68% in 2023, driven by increased user awareness and platform efforts to promote tools like 2FA and privacy checkups. However, significant demographic disparities remain, with younger, educated, and urban users far more likely to engage than older, less-educated, and rural users. Feature complexity also plays a role, as simpler tools see higher uptake than advanced options like security keys.

These findings highlight both progress and challenges in fostering a secure online environment. As cyber threats continue to evolve, understanding these adoption patterns is essential for tailoring interventions to underserved groups. Future research should explore barriers to adoption in greater depth and assess the effectiveness of platform-driven education campaigns.

Source Attribution: Data and analysis are derived from Pew Research Center surveys (2019-2023), supplemented by publicly available information from Meta Platforms Inc. and the FBI’s 2022 Internet Crime Report. All findings are presented objectively and reflect the most current data available at the time of publication.

Facebook Security Features: Adoption Rates

Key Findings