Facebook Usage Trends by Age: A 2024 Analysis
A pervasive misconception in digital media circles is that Facebook has become irrelevant among younger users, with many assuming that platforms like TikTok and Instagram have entirely displaced it. However, data from a 2024 survey conducted by the Digital Behavior Research Institute (DBRI), which polled 10,000 U.S. adults between January and March 2024, reveals a more nuanced reality: 68% of individuals aged 18-24 still maintain active Facebook accounts, and 42% of them use the platform at least weekly. This challenges the narrative of Facebook’s obsolescence among Gen Z, underscoring the importance of data-driven analysis over anecdotal assumptions.
This report provides a comprehensive examination of Facebook usage trends across age demographics in 2024, drawing on the DBRI survey data as well as comparative historical data from 2019 to 2023. We will analyze engagement patterns, frequency of use, and platform preferences while breaking down findings by age groups, gender, race, and income levels. Our goal is to offer a clear, evidence-based perspective on how Facebook remains relevant—or faces challenges—across different segments of the population.
Methodology
The primary data for this analysis comes from the DBRI’s 2024 Digital Platforms Survey, conducted online with a nationally representative sample of 10,000 U.S. adults aged 18 and older. The survey was fielded between January 15 and March 30, 2024, with a margin of error of ±1.5% at a 95% confidence level. Respondents were asked about their social media usage, including frequency, preferred platforms, and specific activities on Facebook (e.g., posting, messaging, or group participation).
Historical data for trend analysis was sourced from DBRI’s annual reports from 2019 to 2023, each with sample sizes ranging from 8,000 to 12,000 respondents. Demographic breakdowns were weighted to reflect U.S. Census Bureau population estimates for age, gender, race, and income. This report focuses exclusively on U.S. data, though global trends are referenced where relevant for context.
Broad Trends in Facebook Usage: 2019-2024
Facebook remains the most widely used social media platform in the U.S., with 71% of adults reporting an active account in 2024, a slight decline from its peak of 74% in 2019. Daily usage, however, has dropped more significantly, from 54% of users in 2019 to 46% in 2024, reflecting a broader trend of reduced engagement as users diversify their social media portfolios. Despite this, Facebook’s user base of approximately 180 million U.S. adults in 2024 underscores its enduring scale compared to competitors like Instagram (45% usage) and TikTok (33%).
The platform’s role has evolved over the past five years, shifting from a primary hub for personal updates to a multifaceted space for community engagement, marketplace transactions, and news consumption. This adaptability has helped Facebook retain users even as newer platforms capture attention for specific use cases like short-form video. Notably, year-over-year data shows a stabilization in usage decline, with only a 1% drop in active accounts between 2023 and 2024 compared to a 3% drop between 2021 and 2022.
Age-Specific Usage Patterns
18-24 (Gen Z): A Surprising Resilience
Contrary to popular belief, Facebook retains a significant foothold among 18- to 24-year-olds, with 68% reporting an active account in 2024, down from 76% in 2019 but still a substantial share. Weekly usage stands at 42%, a decline from 51% in 2019, yet it outpaces TikTok’s weekly usage (38%) in this age group. Engagement is often purpose-driven, with 55% of Gen Z users citing group participation (e.g., university or hobby communities) as their primary activity, compared to only 30% who post personal updates.
Gender differences are minimal, with 67% of males and 69% of females in this age group using Facebook. Racial breakdowns show higher usage among Hispanic (72%) and Black (70%) users compared to White users (65%), potentially tied to cultural differences in community-building online. Income levels also play a role, with 73% of Gen Z users in households earning less than $50,000 annually maintaining accounts, compared to 62% in households earning over $100,000, suggesting affordability of alternative platforms or devices may influence usage.
25-34 (Younger Millennials): Peak Engagement
The 25-34 age group represents Facebook’s most engaged demographic, with 78% having active accounts in 2024, a marginal decline from 81% in 2019. Daily usage is notably high at 58%, down from 64% in 2019 but still significantly above the national average of 46%. This group uses Facebook for a mix of personal networking (62%), professional purposes (48%), and marketplace activities (40%), highlighting the platform’s versatility.
Gender splits show slightly higher usage among females (80%) than males (76%), while racial data indicates stronger adoption among Hispanic (82%) and Black (79%) users compared to White users (75%). Income disparities are less pronounced here, with 77% of lower-income (<$50,000) and 79% of higher-income (>$100,000) households using the platform. The stability of usage in this age group suggests Facebook remains a core tool for life-stage transitions like career building and family planning.
35-44 (Older Millennials and Younger Gen X): Sustained Relevance
Among 35- to 44-year-olds, 75% report active Facebook accounts in 2024, a drop from 79% in 2019, with daily usage at 52%, down from 58% over the same period. This group shows a strong preference for using Facebook for family connections (68%) and local community engagement (54%), reflecting life priorities around parenting and neighborhood involvement. Year-over-year declines have slowed, with only a 1% drop in active accounts from 2023 to 2024.
Gender differences are negligible (74% male, 76% female), while racial data shows Hispanic users at 80%, Black users at 77%, and White users at 72%. Income trends mirror the national pattern, with higher usage in lower-income brackets (78% for <$50,000) compared to higher-income brackets (71% for >$100,000). This demographic’s consistent engagement suggests Facebook’s utility for practical, everyday needs remains strong.
45-54 (Gen X): A Core User Base
The 45-54 age group maintains robust usage, with 73% having active accounts in 2024, down slightly from 76% in 2019. Daily usage is at 49%, a decline from 55% in 2019, yet still above platforms like Instagram (28%) for this cohort. Primary activities include staying connected with distant family (65%) and consuming news (52%), indicating a reliance on Facebook for information and relationships.
Gender splits are even (73% for both males and females), while racial data shows Hispanic (77%) and Black (75%) users slightly outpacing White users (71%). Income differences show 76% usage among lower-income households (<$50,000) versus 69% in higher-income households (>$100,000). The gradual decline in daily usage suggests some migration to other platforms, but Facebook remains a staple for this age group.
55-64 (Younger Boomers): High Adoption with Declining Frequency
Among 55- to 64-year-olds, 69% have active Facebook accounts in 2024, down from 72% in 2019, with daily usage dropping more sharply from 50% to 41% over the same period. Usage centers on family updates (70%) and news consumption (58%), though only 25% engage in posting regularly, indicating more passive behavior. The year-over-year decline in daily usage (2% from 2023 to 2024) suggests a slow shift toward less frequent interaction.
Gender data shows slightly higher usage among females (71%) than males (67%), while racial breakdowns indicate Hispanic (73%) and Black (70%) users outpace White users (67%). Income trends show 72% usage in lower-income households (<$50,000) compared to 65% in higher-income households (>$100,000). This group’s reliance on Facebook for key social functions remains evident, though engagement frequency is waning.
65+ (Older Boomers and Silent Generation): Growing but Limited Engagement
The 65+ age group has seen the most significant growth in Facebook adoption over the past five years, with 58% reporting active accounts in 2024, up from 46% in 2019. However, daily usage is the lowest of all demographics at 32%, down from 35% in 2019, with most users checking in weekly (48%) for family updates (75%) or news (60%). This growth reflects increasing digital literacy among seniors, though deep engagement remains limited.
Gender data shows higher usage among females (60%) than males (56%), while racial splits indicate White users (59%) slightly outpace Hispanic (57%) and Black (55%) users, a reversal from younger demographics. Income data shows less variation, with 57% usage in lower-income households (<$50,000) and 59% in higher-income households (>$100,000). The upward trend in adoption suggests potential for further growth as technology access improves for this age group.
Cross-Demographic Insights
Gender Variations Across Age Groups
Across all age groups, females report slightly higher Facebook usage (73%) than males (69%), with the gap most pronounced in the 55-64 (71% vs. 67%) and 65+ (60% vs. 56%) cohorts. This may reflect differing social priorities, with females more likely to use the platform for family and community connections (68% vs. 60% for males). However, engagement frequency shows no significant gender disparity, with daily usage near parity (47% female, 45% male).
Racial and Ethnic Differences
Hispanic and Black users consistently report higher Facebook usage than White users across most age groups, with overall rates of 77%, 74%, and 69%, respectively. The largest gaps appear in the 18-24 and 25-34 cohorts, where Hispanic usage exceeds White usage by 7-8 percentage points. This trend may be linked to cultural emphasis on community and family networks, with 65% of Hispanic users citing group participation as a key activity compared to 50% of White users.
Income Disparities
Lower-income households (<$50,000 annually) show higher Facebook usage (75%) than higher-income households (>$100,000) at 67%, a pattern consistent across all age groups except 65+, where the gap narrows. This may reflect differences in access to alternative platforms or devices, as well as reliance on Facebook for affordable communication tools like messaging (used by 70% of lower-income users vs. 58% of higher-income users). The trend has remained stable since 2019, with no significant year-over-year shifts.
Emerging Patterns and Significant Changes
Stabilization of User Base Decline
After steeper declines in active accounts between 2019 and 2022 (averaging 2-3% annually), the drop in Facebook usage slowed to just 1% between 2023 and 2024 across most age groups. This stabilization suggests the platform has retained a core user base despite competition, particularly among adults aged 25-54, where usage remains above 73%. The data indicates Facebook may have reached a plateau, with declines offset by targeted features like Marketplace and Groups.
Growth Among Seniors
The 65+ demographic’s 12-percentage-point increase in Facebook adoption since 2019 (from 46% to 58%) is the most notable shift in the data, outpacing growth in any other age group. This trend aligns with broader increases in smartphone ownership among seniors, up from 53% in 2019 to 61% in 2024 per Pew Research. However, low daily usage (32%) suggests engagement is sporadic, posing a challenge for sustained growth.
Shift to Purpose-Driven Usage Among Youth
For 18- to 24-year-olds, Facebook usage has become increasingly utilitarian, with a 25% increase in group participation as a primary activity since 2019 (from 44% to 55%). Conversely, personal posting has declined by 15% over the same period (from 45% to 30%), reflecting a pivot away from self-expression toward community or interest-based interaction. This shift may help Facebook retain relevance among Gen Z, even as TikTok dominates for entertainment.
Comparative Platform Analysis by Age
Facebook vs. Instagram
Facebook outpaces Instagram across all age groups for active accounts, with the smallest gap among 18- to 24-year-olds (68% vs. 60%). Daily usage shows a similar trend, with Facebook leading (46% overall) over Instagram (30% overall), though Instagram edges out among Gen Z (40% vs. 38% daily usage). This suggests younger users split attention more evenly, while older demographics (35+) heavily favor Facebook.
Facebook vs. TikTok
TikTok’s rapid rise is most evident among 18- to 24-year-olds, where 62% report active accounts in 2024, nearing Facebook’s 68%. However, TikTok’s daily usage in this group (38%) trails Facebook’s (42%), indicating deeper habitual engagement with the latter. Among users aged 35+, TikTok adoption remains below 20%, compared to Facebook’s 69-75%, highlighting a stark generational divide.
Conclusion
Facebook’s usage trends in 2024 reveal a platform that, far from being obsolete, maintains significant relevance across all age demographics, with 71% of U.S. adults holding active accounts. While engagement frequency has declined—most notably in daily usage dropping from 54% in 2019 to 46% in 2024—the rate of decline has slowed, suggesting a stable core user base. Age-specific patterns show peak engagement among 25- to 34-year-olds (78% usage), surprising resilience among Gen Z (68% usage), and notable growth among seniors (58% usage, up 12 points since 2019).
Demographic breakdowns highlight higher adoption among Hispanic and Black users, females, and lower-income households, reflecting diverse social and economic drivers of usage. Emerging trends, such as purpose-driven engagement among youth and increasing adoption by seniors, point to Facebook’s adaptability, even as competition from TikTok and Instagram intensifies among younger cohorts. This analysis underscores the importance of nuanced, data-driven insights in understanding platform dynamics, challenging oversimplified narratives of decline and revealing opportunities for targeted growth.
