The Face of Facebook Global Report - Q4 2008

First off, let me apologize to you for not publishing this monthly as promised. It was taking me around 15 hours to compile and edit the PDF each month and it was just overwhelming. I'll keep publishing it on a quarterly basis as a blog post moving forward. Thank you for understanding!

As always, I use the data that Facebook provides from their advertising management system. The actual numbers may be larger, but we're marketers and these are the people who can be marketed to.

Key Takeaways:

• The fourth quarter of 2008 saw a 27.55% increase in the total population of Facebook going from 100 million users to 138.6 million. That's a larger increase compared to past months on this report.
• The US is still the largest segment of Facebook at around 42 million users. This is 282% greater than the next closest country (the UK)
• Italy and Romania had over 400% gains on Facebook leading the pack while the US led by total population gain at 9 million new users
• Norway and Canada have the largest percentage of their total populations on Facebook (over 25% each)
• South Africa was the only country to lose population in Q4
• Macedonia and Oman were the only new additions in Q4 2008

Top 25 Countries by total users

Top countries (in order greatest to lowest): US, UK, Canada, Turkey, France, Italy, Australia, Chile, Colombia, Spain, Argentina, Denmark, Sweden, Belgium, Hong Kong, Norway, Mexico, Germany, Switzerland, India, Greece, Finland, South Africa [Click image for larger version]

Top 25 countries by highest % of total population on Facebook

Top countries (in order greatest to lowest): Norway, Canada, Denmark, UK, Chile, Iceland, Australia, Hong Kong, Sweden, Finland, Singapore, Puerto Rico, US, Luxembourg, Maldives, New Zealand, Lebanon, Cyprus, Israel, Malta, UAE, Switzerland, Belgium, The Bahamas, Colombia [Click image for larger version] *Note: This chart uses the total population of each country (not the online population)

Top 25 largest Q4 % gains

Top countries (in order greatest to lowest): Italy, Romania, tunisia, Slovakia, Indonesia, Spain, Argentina, Czech Republic, Uruguay, Bosnia, Slovenia, Serbia, Iceland, Ecuador, Macedonia, Oman, Belgium, France, Turkey, Switzerland, The Bahamas, Austria, Luxembourg, Bulgaria, Morocco [Click image for larger version]

Top 25 largest total gains

Top countries (in order greatest to lowest): US, Italy, turkey, France, UK, Spain, Argentina, Belgium, Canada, Australia, Chile, Denmark, Indonesia, Switzerland, Sweden, Germany, Venezuela, Colombia, Greece, Hong Kong, Serbia, India, Mexico, Finland, Malaysia [Click image for larger version]

Raw country population data for Q4 2008

*Note that Macedonia and Oman are new additions to Facebook for segmenting purposes and don't have Q3 data.

Country	Q4 2008	Q3 2008
Argentina	2,254,200	936,540
Australia	4,327,920	3,650,260
Austria	258,780	144,800
Bahrain	50,660	42,360
Bangladesh	198,780	135,220
Belgium	1,666,340	833,600
Bolivia	184,920	150,480
Bosnia	198,660	90,720
Brazil	209,100	155,600
Bulgaria	136,980	79,300
Canada	10,851,420	10,025,320
Chile	4,152,060	3,477,540
China	220,620	196,200
Colombia	3,636,320	3,226,980
Costa Rica	73,100	55,080
Croatia	491,240	300,500
Cyprus	109,420	78,660
Czech Republic	176,660	75,900
Denmark	1,778,440	1,174,500
Dominican Republic	115,680	91,800
Ecuador	130,860	105,700
Egypt	821,760	838,480
El Salvador	67,360	51,540
Finland	920,960	656,780
France	6,595,300	3,382,840
Germany	1,255,480	817,620
Ghana	53,880	36,780
Greece	1,000,320	639,340
Guatemala	93,960	76,980
Honduras	54,180	41,660
Hong Kong	1,456,740	1,111,580
Hungary	90,260	63,700
Iceland	120,520	57,700
India	1,072,080	807,040
Indonesia	898,360	321,980
Ireland	401,280	308,100
Israel	895,520	663,240
Italy	5,582,980	1,035,900
Jamaica	64,780	49,560
Japan	213,420	170,080
Jordan	266,700	211,700
Kenya	130,920	105,120
Kuwait	105,160	91,520
Lebanon	414,240	378,580
Lithuania	41,800	29,880
Luxembourg	87,400	49,480
Macedonia	78,180	0
Malaysia	851,240	591,880
Maldives	33,880	31,220
Malta	45,820	36,160
Mauritius	57,060	40,620
Mexico	1,439,580	1,174,600
Morocco	369,660	214,180
Netherlands	351,540	283,700
New Zealand	534,320	433,360
Nicaragua	29,560	23,740
Nigeria	212,780	145,000
Norway	1,455,080	1,315,880
Oman	24,240	0
Pakistan	376,800	286,340
Palestine	69,660	55,660
Panama	236,200	219,760
Paraguay	19,200	11,440
Peru	295,620	208,560
Phiilippines	390,700	233,300
Poland	194,960	113,900
Portugal	84,760	61,860
Puerto Rico	541,640	455,160
Qatar	67,840	54,820
Romania	56,300	10,760
Russia	122,780	94,100
Saudi Arabia	325,860	265,740
Serbia	557,480	266,120
Singapore	740,220	539,660
Slovakia	138,120	46,060
Slovenia	184,120	86,640
South Africa	920,860	1,022,240
South Korea	113,940	86,500
Spain	2,591,640	1,031,780
Sri Lanka	154,780	96,500
Sweden	1,697,100	1,242,240
Switzerland	1,122,900	609,640
Taiwan	112,840	84,780
Thailand	168,840	109,980
The Bahamas	43,900	24,280
Trinidad and Tabago	136,080	94,300
Tunisia	239,600	66,440
Turkey	7,924,640	4,087,640
Ukraine	41,400	26,860
UAE	485,540	358,560
USA	42,017,280	32,923,620
UK	14,922,560	12,662,320
Uraguay	198,160	89,320
Venezuela	1,872,840	1,456,420
Vietnam	39,120	26,580

Does anything surprise you on this? Anything else you would like to know?

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