Income Levels and Facebook Engagement
A common complaint among social media users and digital equity advocates is that platforms like Facebook may widen socioeconomic divides, with lower-income individuals facing barriers to engagement due to limited access to devices, reliable internet, or digital literacy. This perception stems from evidence that wealthier users often report higher levels of interaction, such as posting, commenting, and joining groups.
According to a 2023 Pew Research Center survey, approximately 72% of U.S. adults with household incomes over $75,000 engage daily with Facebook, compared to just 54% of those with incomes under $30,000.
This fact sheet examines current statistics on income levels and Facebook engagement, providing a data-driven overview of trends, demographic breakdowns, and patterns based on Pew Research findings.
Overview of Key Findings
Facebook remains one of the most widely used social media platforms in the United States, with engagement varying significantly by income level. Higher-income users are more likely to engage actively, including through content creation and community interactions.
In 2023, Pew Research data indicated that 65% of all U.S. adults use Facebook, but daily engagement rates differ markedly by income. For instance, users in the highest income bracket ($75,000+) show 15% higher daily engagement than those in the lowest bracket (under $30,000).
These disparities highlight a broader trend where economic factors influence digital participation, potentially reinforcing social inequalities.
Key findings from recent surveys include a steady increase in overall Facebook usage since 2018, yet with persistent income-based gaps. The platform’s engagement metrics, such as time spent and interaction frequency, reveal that higher-income groups are not only more active but also more likely to use advanced features like Marketplace or professional networking.
Pew Research’s 2021 and 2023 reports show a 10% rise in daily engagement among high-income users, while lower-income groups experienced only a 4% increase over the same period.
This pattern underscores the need for targeted analysis of how income intersects with other factors in shaping online behavior.
Current Statistics on Income Levels and Engagement
Recent data from Pew Research Center surveys provide a clear picture of how income levels correlate with Facebook engagement. In a 2023 nationally representative survey of 12,000 U.S. adults, engagement was defined as activities like posting updates, commenting, or reacting to content.
Approximately 58% of respondents with annual household incomes below $30,000 reported using Facebook at least once a day, compared to 78% of those with incomes above $75,000.
This 20-percentage-point gap illustrates a significant disparity in daily usage.
Beyond daily use, content creation on Facebook also varies by income. Higher-income users are more inclined to share original content, with 42% of those earning over $75,000 reporting they post updates weekly, versus 28% of lower-income users.
In contrast, lower-income individuals are more likely to engage passively, such as scrolling through feeds without interacting. Pew data from 2023 shows that 65% of users under $30,000 income primarily use the platform for consumption rather than creation.
Numerical comparisons reveal that high-income users spend an average of 35 minutes per day on Facebook, while low-income users average 25 minutes.
Year-over-year changes indicate a widening gap in some metrics. From 2021 to 2023, daily engagement among high-income users increased by 8%, from 70% to 78%, while it rose by only 3% for low-income users, from 55% to 58%.
This trend suggests that economic recovery post-pandemic may have disproportionately benefited wealthier users’ digital habits. For example, access to high-speed internet, which correlates with income, has grown more rapidly in affluent households.
Pew’s 2022 survey noted that 85% of high-income households have broadband access, compared to 60% of low-income ones, directly impacting engagement levels.
Demographic Breakdowns by Income and Other Factors
Breakdown by Age
Age plays a crucial role in how income affects Facebook engagement, with younger adults showing higher overall participation regardless of income. In Pew’s 2023 survey, 82% of adults aged 18-29 with incomes over $75,000 engage daily, compared to 64% of the same age group with incomes under $30,000.
For older adults, the gap is even more pronounced; only 48% of those aged 50-64 with low incomes engage daily, versus 72% of high-income peers. This 24-percentage-point difference highlights how income can compound age-related digital divides.
Over time, trends show that younger high-income users have increased engagement by 12% since 2019, while younger low-income users have seen just a 5% rise.
Comparisons across age groups reveal that millennials and Gen Z users in higher income brackets are twice as likely to use Facebook for professional purposes, such as job networking. For instance, 55% of 18-29-year-olds earning above $75,000 use the platform for career-related activities, compared to 30% of those earning under $30,000.
In contrast, older users across income levels tend to focus on social connections, but high-income seniors (aged 65+) report 40% more frequent interactions than their low-income counterparts.
These patterns indicate that income amplifies age-based engagement behaviors, with younger demographics driving overall trends.
Breakdown by Gender
Gender differences in Facebook engagement are evident, but income often exacerbates these disparities. Pew’s 2023 data shows that 60% of women with low incomes engage daily, compared to 70% of women with high incomes—a 10-percentage-point gap.
For men, the gap is slightly larger, with 56% of low-income men engaging daily versus 76% of high-income men. This suggests that income may have a more pronounced effect on male users.
Year-over-year, women’s engagement in high-income groups has grown by 7% since 2021, while low-income women’s growth was only 2%.
Further analysis reveals that women across income levels are more likely to use Facebook for community building, such as joining groups. High-income women report 50% higher participation in these activities than low-income women.
Men, on the other hand, show income-based differences in content sharing, with high-income men 15% more likely to post publicly than low-income men.
These contrasts underscore how gender and income intersect to shape engagement patterns.
Breakdown by Political Affiliation
Political affiliation adds another layer to income-related engagement on Facebook. In Pew’s 2023 survey, 68% of Republicans with high incomes engage daily, compared to 52% of Republicans with low incomes—an 16-percentage-point difference.
Democrats show a similar gap, with 74% of high-income Democrats engaging daily versus 58% of low-income ones. This indicates that income disparities persist across political lines.
Trends from 2020 to 2023 show that high-income Republicans increased engagement by 9%, while low-income Republicans saw no significant change.
High-income users of both parties are more likely to engage with news content on Facebook. For example, 60% of high-income Democrats share news articles weekly, compared to 40% of low-income Democrats.
Republicans exhibit a 10-percentage-point higher engagement in political discussions among high-income groups. These patterns suggest that income influences how political affiliation manifests in online behavior.
Overall, the data reveals consistent income gaps regardless of political leanings.
Breakdown by Education and Race/Ethnicity
Education level correlates strongly with income and thus with Facebook engagement. Pew data indicates that 80% of college graduates with high incomes engage daily, compared to 50% of those with only a high school education and low incomes.
This 30-percentage-point gap is one of the largest observed. Year-over-year, engagement among highly educated, high-income users has risen by 10% since 2019.
In contrast, less educated, low-income users have seen minimal growth, at just 1%.
Racial and ethnic breakdowns further complicate the picture. Among Black adults, 55% of those with low incomes engage daily, versus 70% with high incomes. For Hispanic adults, the figures are 52% and 72%, respectively.
White adults show a gap of 58% for low-income versus 78% for high-income users. These differences highlight how income intersects with racial dynamics, with high-income minorities closing some gaps but still lagging behind high-income White users.
Pew’s analysis shows that from 2021 to 2023, engagement growth was strongest among high-income Hispanic users, up 8%, compared to 4% for low-income ones.
Trend Analysis: Year-over-Year Changes and Patterns
Facebook engagement has evolved since 2018, with income-based trends showing both growth and stagnation. Overall, daily engagement across all income levels increased by 6% from 2018 to 2023, but high-income users accounted for most of this rise.
Specifically, high-income engagement grew by 12%, while low-income engagement increased by only 3%. This widening gap points to a pattern where economic inequalities are mirrored online.
Pew’s longitudinal data from multiple surveys indicate that the COVID-19 pandemic accelerated these trends, as remote work and digital access favored wealthier households.
Significant shifts include a 15% increase in e-commerce engagement on Facebook among high-income users since 2020, driven by features like Marketplace. Low-income users, however, saw no notable change, remaining at 25% participation.
Another pattern is the decline in engagement among low-income young adults, dropping by 5% from 2021 to 2023, possibly due to platform fatigue or competing apps. In contrast, high-income users in the same demographic saw a 7% increase.
These trends suggest that while Facebook’s user base is stabilizing, income-driven disparities in engagement are intensifying.
Comparative analysis shows that high-income users are adapting to algorithm changes more effectively. For instance, in 2022, when Facebook updated its news feed, high-income users increased interactions by 10%, while low-income users decreased by 2%.
This highlights a feedback loop where greater resources lead to more sustained engagement. Over time, patterns indicate that income not only predicts current behavior but also future trends in digital participation.
Contextual Information and Background
Facebook, launched in 2004, has grown into a global platform with over 2.9 billion monthly active users worldwide, including a significant U.S. presence. In the U.S., it serves as a key tool for social connection, news consumption, and commerce.
However, access disparities have been a longstanding issue, with income playing a critical role. Historical data from Pew Research shows that since 2012, when smartphones became widespread, lower-income users have lagged in adoption due to cost barriers.
This context is essential for understanding why income levels correlate with engagement, as broader socioeconomic factors like employment and education influence digital habits.
Broader societal trends, such as the digital divide, provide necessary background. The Federal Communications Commission’s 2022 report noted that 25% of low-income households lack broadband, directly affecting platforms like Facebook.
Additionally, Pew’s research on media ecosystems shows that Facebook’s role in daily life has shifted, with high-income users leveraging it for professional gains amid remote work trends.
This information frames the data within larger economic and technological contexts.
Notable Patterns and Shifts
Several notable patterns emerge from the data. First, income consistently predicts higher engagement, with gaps widening over time. For example, the difference in daily use between high- and low-income groups has grown from 15% in 2018 to 20% in 2023.
Second, demographic intersections amplify these effects, such as age and income creating compounded disparities. Third, shifts during the pandemic era show accelerated digital inequality.
These patterns are evident in precise metrics, like a 10% increase in group memberships among high-income users versus a 2% decrease among low-income ones.
Shifts in behavior include a move toward private interactions for low-income users, possibly as a response to privacy concerns. Pew data indicates that 60% of low-income users prefer private messaging, compared to 45% of high-income users who engage more publicly.
Another shift is the rising use of Facebook for mental health support among lower-income groups, with a 5% increase since 2021. In contrast, high-income users show growing professional use.
Identifying these patterns helps in understanding the evolving landscape of social media engagement.
Methodology and Attribution
This fact sheet is based on data from Pew Research Center surveys conducted between 2018 and 2023. Key sources include the 2023 Social Media Use Survey (n=12,000 U.S. adults, margin of error ±3%), the 2021 Digital Divide Report, and the 2022 Internet and Technology Trends study.
Surveys were administered via phone and online panels, with samples weighted to reflect the U.S. adult population by age, gender, race, ethnicity, education, and income. Engagement was measured through self-reported behaviors, including frequency of use and types of activities.
Methodological notes: All percentages are rounded to the nearest whole number, and comparisons are based on statistically significant differences (p<0.05). Data limitations include potential recall bias in self-reporting and the evolving nature of social media platforms.
Attribution: Pew Research Center is a nonpartisan fact tank that informs the public about issues, attitudes, and trends shaping the world. For more details, visit pewresearch.org. This fact sheet was prepared by a Pew Research analyst and reflects data available as of October 2023.
