The Facebook Population

I mused about this statistic the other day (on Facebook, of course) but can’t seem to get away from thinking a bit more deeply about it and the ramifications for marketers.

More than 128 million users log into the web version of [Facebook] every day. That’s more than 40% of all Americans.
— Source: http://mashable.com/2013/08/13/40-percent-americans-use-facebook-every-day/

An impressive statistic, no doubt. Primarily intended to help advertisers understand their Facebook audience better, the social network is moving away from reporting monthly active users (MAU) and is going to focus more on daily active users  (DAU) moving forward. So there you have it – 128 million DAU in the United States.

Back to my musing…

If we look at the core working population in the United States then what can we infer about Facebook penetration in this audience? I define “core” for my own purposes as ages 18-64. This is a critical audience for marketers because, well, they are making money and would like to dispose of some of it.

According to the 2010 US Census, there are 112.8 million 18-44 year olds and 81.4 million 45-64 year olds for a grand total of 194.2 million working adults.

Source: http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf

For comparison, we should look at the age distribution specific to Facebook. If we use the Facebook ad manager to our advantage then we can see that there are 158 million 18-64 year olds using Facebook in the United States.

So my original rhetorical question is actually a bit more literal now.

The quick math (several assumptions are being made which is why I call it “quick”):

There are 194.2 million adults aged 18-64 in the United States with 158 million of them on Facebook (81.4%). Additionally, Facebook reports 128 million DAU on their platform.

So, almost all working adults are using Facebook EVERY DAY?