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Inside//Out: Fire Eagle

The face of Facebook - a comprehensive eBook for marketers

Picture 12.pngAs a marketer and blogger, there is no shortage of noise about Facebook as a marketing platform. One of my struggles has been to decipher what is accurate and what is mis-guided hyperbole.

I took it upon myself to get some answers using Facebook's own ad targeting system and I created this abridged eBook for marketers to give you a snapshot of what the real face of Facebook looks like on a Global and US level.

Click either of the links below to download this 25 page eBook for free:

High-resolution eBook (3.1 Mb) | Low-resolution eBook (944 Kb)

Picture 15.pngThe eBook answers the following questions:

  • What does the global population look like on Facebook?
  • What percentage of the 90 million users are outside the US?
  • Which countries have the highest percentage of their total citizens on Facebook?
  • What is the age/gender breakdown of the US Facebook population?
  • How many members are over the age of 25/30/40?
  • What options can I use to reach my audience?
  • How targeted can I get in order to avoid waste?
  • How much is it going to cost to reach them?

A couple of interesting points that struck me:

  • 25.33% of Canadians are on Facebook compared with 9.47% of Americans and 0.01% of people in China
  • The US has the highest number of users on Facebook at nearly one third of the total user base
  • There are more women than men in every US age category
  • 84.07% of US Facebook users are under 30 years of age
  • There is a distinct "long-tail" pattern when you look at the adoption levels of countries


This is a report that I will be updating on a monthly basis to show how the population is changing and how marketers can respond. Is there anything else that you want to see?

UPDATE: Jeremiah Owyang has a great post today on new "engagement ads" from Facebook. Will definitely keep you posted as these roll out into beta.

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