A Guide to Facebook Demographics, Age Groups & Age Ranges

Different kind of people (age, gender and other demographics) standing in a vast green ground and having their faces covered with tick markshaving their faces covered


Brace yourselves! 

You are about to find out POWERFUL information on Facebook demographics, age ranges, and other audience insights. You’d find emphasis placed on different age groups, age categories, and rangeswith the potential to overturn the way you market your business.

Core considerations for a business

Let’s begin with a simple question.

 WHAT DOES YOUR BUSINESS REVOLVE AROUND?

 Your products?

 Well, that’s not the wrong answer.

However, what’s important to know is, that’s not the ONLY right answer.

Because WHAT IS A PRODUCT WITHOUT PEOPLE IT IS MADE FOR?

Do you think you could have used the wrong age ranges for the survey? How about having targeted incorrect ages or inappropriate age brackets for marketing?

For a fact, most business owners do not understand the right age categories or other demographic factors their right audience could be falling in.

There are many more marketing mistakes too you could be making but after having made them, WHAT TO DO?

Should you cry over spilled milk and move over if that has happened to you?

Alternatively, you could find your business another focus to earn revenue from and make up for the lost bucks too, if at all possible!

The first option is easy as heck.

But the second is the practical approach, especially if you love your ad dollars and want to see them coming back to you.

Keep reading to learn how to get back your market share if you lost it for targeting the wrong demographics (different age brackets, relationship status, and education level or job titles, etc.).

Here’s a detailed guide to teach you how to focus on the crucial aspect for the success of your business, your CUSTOMERS using Facebook Demographics.

Speaking of customers, it is crucial to determine HOW WELL YOU KNOW YOUR CUSTOMERS!

As it is a broad subject, your current read would only cover the demographic aspect related to your clients on Facebook. You will find a special emphasis placed on the different age ranges for the survey you conduct for audience analysis covering various age groups.

Why Facebook for Business?

Or WHY FACEBOOK only?

Here’s why:

Facebook Demographic Stats

  • We are social states that the use of Facebook has increased over time, and more than 34% of the audience is under 25 years of age (as of July 2018). 
  • Pew Research Centre shares interesting demographic and other stats about the use of Facebook, especially among the American population. It states that the percentage of women using Facebook is higher than that of men, as is the percentage of college degree owners compared to those of high school diploma owners or less.
  • SproutSocial quotes that more than 50% of teens are Facebook users.

This Facebook demographics and age data show the potential of the platform you can utilize to target the people your business is most interested in.

And guess what, the info on demographics Facebook has, is not the only good news for business owners and marketers.

There’s more for you, all of you businesses out there!

Other Encouraging Stats

  • We are social declares Facebook messenger app to be the most-downloaded mobile app (as of 2018). Following in optimists’ footsteps, you could think of many of them to be your potential clients too.
  • Facebook Newsroom announces shutting down 583 million fake accounts only in the first quarter of 2018, most of those within minutes of the account registrations too. Imagine the massive amount of genuine-ness the platform offers (and the efficacy of the platform).
  • “We are social” claims that each user is likely to spend 10-12 minutes on Facebook each time they log in. This gives you an estimate of time as well as the potential to find and target the right clients for yourself.
  • Hootsuite says that more than 88% of Facebook users access the platform via mobile.
  • A Facebook Inc. conference in July 2018 said Facebook had 80 million Facebook pages. Hootsuite’s  Social Media Barometer report, 2018 claims that Facebook happens to be the top marketing platform choice for both B2B and B2C businesses.
  • This suggests that even your competitors are on Facebook.

And last but not least!

  • Hootsuite goes on quoting that the Ad revenue for mobile Ads increased more than 50% last year.

What does that suggest?

Facebook Demographics

In a nutshell, Marketers are rationally using Facebook age and demographics data to market to the people their business matters to. And this is getting them some well-deserved results too.

What should you make of it then??

This calls for you to explore the nitty-gritty of Facebook customer research, and we’d be discussing the demographics part for now.

But before going into the details, let us take an overview of “Demographics” as per Facebook for Business.

In an attempt to explain audience insight, Facebook states *Know your audience like never before… See age and gender breakdowns, education levels, job titles, relationship status, and more*.

So these are some of the demographic factors Facebook takes into account.

To get to your core audience, Facebook for Business calls audience based on Demographics as *the audience selected based on age, gender, education, relationship status, job title, and more*.

 

One of the Facebook for business pages describing the options in reaching the core options.

So what does the Facebook data on demographics help you with?

It helps you narrow down the audience you call your Target market.

And what on earth is this *Target Market*, now!

Christina Newberry at Hootsuite defines the target Market as the people you want to approach with your marketing message. What makes them ideal for your message is their interest in the kind of product or service you offer.

The way Facebook helps you find them is one or more common characters between them, i.e., demographics, interests, location, behavior, and so on.

So, Facebook is not only helping you save bucks but make bucks too by targeting the right audience.

You can read about the detailed target analysis here.

For now, let us see each of the Facebook demographic factors in detail.

Age:

Among the first few lines of information, you share with Facebook at the time of registration on the platform is your AGE. So, Facebook knows your age, and that of your friends even if you don’t know that.

Marketers can utilize the age data Facebook has to find their target groups.

Different Age groups for surveys

Generally, you’d find the following age ranges for surveys:

A flow chart showing all the age groups in our life cycles

Though the age categories could vary broadly, these are the general age groups found categorized in data collected for research and surveys.

The important question is, WHY DO YOU NEED TO FOCUS ON AGE?

Because for most products/services, only a specific age group would be interested and needs to be targeted in your marketing efforts.

Generational Marketing

Customer segmentation has been done based on age to reach the right kind of age for your business. We call these segments Generations and marketing efforts directed to them are as *Generational marketing*.

As you move forward, you are going to find out interesting facts about different age brackets and age categories covered in Generational Marketing.

Generation and Age Ranges

Michael T. Robinson, founder and career coach at CarrerPlanner.com identifies the following generations based on their age ranges/year of birth.

 

Sr. no

Generation name

Birth yearsAge ranges
Betweento
1The lost generation

1890-1915

129

104

2The interbellum Generation

1901-1913

118

106

3The greatest generation

1910-1924

109

95

4The silent generation

1925-1945

94

74

5Baby boomer generation

1946-1964

73

55

6Generation X

1965-1979

54

40

7Xennials

1975-1985

44

34

8Millennials, Gen Y

1980-1994

39

25

9iGen/Gen Z

1995-2012

24

7

10

Gen Alpha

2013-20206

-1

It is worth noting that some of the years overlap in some generations. Also, some of the years for each generation are different at different sources on the internet.

For the sake of simplicity, you’ll find yourself reading more only about the four generations you’d typically find on the World Wide Web. As mentioned earlier, you might find some of the generations merged and combined.

The Baby Boomers
  • This generation is more likely to use print media and use less of the mobiles/tablets and more of desktops. However, if it makes you think they are technology-illiterate, well…think again!
  • As per a report, this age range is most likely to spend money on technology as they have more disposable income.
  • They are however more inclined towards details and descriptions in the text, audio or video. 
  • MarketingSherpa states that this age bracket doesn’t only rely on smartphone-based online purchases but uses desktops as well. The investment is well-researched and validated with reviews.
  • However, it is not necessarily Social or Digital Media that compels them to research to initiate a purchase process. Television, radio and newspapers/magazines, etc. could also be the heroes-sans-cape here.
  • However, based on their predictable behavior, they are assumed to be more reliable shoppers and customers.
 Gen X
  • This age range seems to have overlapping features of both the adjoining generations.
  • They prefer simplicity in content that is short and precise. Their frequent use of old and new technology (desktops, tablets, and smartphones) aids them in purchasing online on the basis of research/reviews. They are equally inclined towards written information and videos on the web.
  • Called a *Forgotten generation* based on the fact that this high potential market segment is not being sincerely and dedicatedly addressed. Rieva Lesonsky states that this is the generation with the highest buying potential.

Here’s the best part!

  • Mostly being content with their lives currently, they tend to save more, hence a good age group to target for future marketing campaigns.  
Millennials
  • This age category also called Y generation, is more addicted to Social media, short-version-content (videos, blogs), etc. They are more into discounts and coupons and prefer real life, useful content.
  • This is the first, real tech-savvy generation as they were born and bred in the age of the internet. This generation is found online for most of their days and thus could easily be targeted for online offers and purchases.
  • The marketing route to them is NOT necessarily Facebook only since they network at almost every cyber platform there is. However, with the shortest attention span of 3-seconds, this age range seems to be the most difficult to be hooked.
  • The comparison research between Baby boomers and Millennials on MarketingSherpa by Daniel Burstein and Dr. Liva LaMontagne states:

 “Shoppers ages 18 to 25 are 2.5 times more likely to view retail advertising on a mobile device — 24% versus 10% for shoppers 55 and up.”

  • The same research also states:

 “Millennials are incredibly engaged with companies and brands on social media platforms,” says Brad Jefferson, CEO, and Co-founder, Animoto.”

iGeneration
  • This generation is frequently called Post Millennial, Gen Z, or Homeland Generation. The ones graduating from colleges are getting jobs and salaries and hence are the targets for marketers for their products and services.
  • Unlike the trends with other generations, they are more likely to be found more on SnapChat and Youtube though Facebook has been amongst their favorite time-killer as well in the past.
  • With an average attention span of about 8 secs, you can grab their attention with attractive multimedia usage.
  • However, to make them your lifetime customers, brand ambassadors, and loyal clients, you have to sell quality to this age range. If you do not, you are at risk of buying yourself a bad name. And that bad name can go viral just as quickly in their hands.
  • The trends keep changing. Depending on the nature of your business, some of the trends might not apply to one or all of these age groups. So marketers have to combine the data on age ranges for survey with other demographic factors to get the right kind of insights on their real audience.

 That’s not all, but that’s all for the generations!

Facebook Age-related settings

Now, getting back to using the age ranges-data for Facebook, you can restrict the page reach to a selective audience based on age.

 This is how you do this:

  •     Go to your Facebook business page
  •     Click on “Settings” right next to the help drop-down on the top right of the page.

An image showing all the general settings for a Facebook page.

 

  • You’ll find yourself on this page. Click on the blue-colored “Edit” tab in front of “Age restrictions” in General settings.

 

A screenshot of age-related restrictions possible at the page level.

 

  •     A drop-down menu opens up here for you to choose from. As you change the option of your audience here, click on “Save changes” and move on.

Similarly, while you are creating an advertisement using Facebook or business manager, you see the option to select the age ranges of your choice. Based on your understanding of your target market’s age group, you can choose between 13+ to 65+.

 

An image showing age-range option while creating a Facebook Ad in the business manager. 

You can check out more restriction options at different levels in Jon Loomers’ comprehensive guide here. 

Okeh now, enough of the age obsession!

Try to forget that Facebook knows our real ages (if you entered the correct ones, that is, and you happen to be an age-conscious person). Focusing on the fact might help that Facebook uses this data to bring you the best matching products and services that could be useful to you.

Let’s move on to other demographic factors.

Gender:

The data in Facebook audience insights shows that there are more women on Facebook than men.

Age and gender break-down for “everyone on Facebook” in audience insights menu of Business manager.

 

As per the breakdown of age and gender for *everyone on Facebook*, the women account for 55% of Facebook profiles compared to men, who are just 45%.

Similarly, age-wise break down shows that except for the age ranges of 18-24 and 25-34, where men outnumber women with a slight difference, women have a far higher ratio for any of the age brackets.

At the time of Ad creation, you have the option to choose this demographic factor. You can choose to show the ad either to your male audience or female audience or to both based on how you’d like your spending to go.

 

Gender selection menu in Ad creation process for selecting age range of target audience.

 

You can even split test your Ad by making two ad sets for both genders to find the better option for your product/service.

Education:

Facebook shows the following stats for education based on the data provided by the users.

Education-based stats of *everyone on Facebook* in audience insights menu of the Business manager.

If you know some of the features of your target audience (i.e., age, location, gender, interests, etc.), Facebook can sort out this information for you for the selected audience.

All you will need to do is fill in the audience traits you want to check the education stats for on business managers’ audience insights menu.

“Create Audience” form in Audience insights menu of the Business manager.

 

You can use the same method to check any other feature for your audience as well. 

While creating an Ad, you can use this information to target the audience based on their education level.

Education-related options offered in demographics drop-down menu in the Ad creation process in Ads Manager.

You can even narrow down your audience based on their field of studies, name of institutions, and the year of graduation. 

Relationship status:

The data everyone has given Facebook on their relationship statuses is crazy and could be bankable for you if your business makes you interested in these statuses.

Stats on “Relationship Status” for “Everyone on Facebook” in audience insights menu in Business manager.

For example, your business can leverage the data to find all the married people in the XYZ location if you sell products/services in that location.

You can choose from the different types of relationship statuses your business might mean something to and get an estimated amount of audience for each type during Ad creation.

“Relationship-options” in “Demographics” in the Ad creation process in Ads Manager.

 

Imagine the usefulness of this data as a lawyer, for instance, who specializes in domestic issues. 

Yes, you got right to the point.

Job Title:

You can keep marveling at all the different job titles Facebook can help you reach if they are your right audience type. However, don’t just keep wondering and get to them before your competitors do.

Audience insights on “Job titles” for “Everyone on Facebook”.

 

And to reach them, type the relevant job title while Ad creation and let Facebook do its magic while you enjoy Netflix.

 

Job search menu at audience creation level of Facebook Ad creation in Ads Manager.

Last thought

Now, this information is mind-boggling!! 

But is this all you could make out of audience insights and Facebook demographics?

Bear in mind that these are not the only targeting options in demographics. Facebook also offers you to reach people through their financial status, life events, parental status, etc.

So, your results improve based on your understanding of your audience (not only their demographics). Combine your demographics/other audience knowledge with the techniques to attract more people through your ads.

Yes, that means boosting profits and continuous, sustainable growth.

If you are interested in learning more on growing your business through Facebook marketing, check out our concise guide on 7 Facebook Marketing Tactics you should know. You’d also find Persuasion Principles for Content marketing highly effective in content creation. 

Your turn

But before you dive deeper to fly higher through Facebook marketing, share with us if you think the plethora of information Facebook has on audience insights has worked for you?

How do you find Facebook demographics useful for your business?

Let us know in the comments 🙂

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