Stacy Jo Dixon
Research expert covering social media usage worldwide
Facebook in the United Kingdom (UK) - statistics & facts
Keep calm and carry on posting! Facebook is the leading social network in the United Kingdom (UK) in terms of awareness and usage, but when it comes to keeping users engaged, it pales in comparison to TikTok. At the grand age of twenty, Facebook has the advantage of time and familiarity, yet the social media giant struggles to captivate the younger demographic.
Facebook's UK audiences are loyal, and the platform is well utilized. But Facebook struggles to keep users engaged like Gen Z favorite TikTok does, so Facebook will have to find a way to stay relevant in an era that favors mobile apps and social video.
Facebook’s loyal audience
In 2024, 92 percent of social media users in the United Kingdom were using Facebook. Additionally, 96 percent of online users were aware of the platform. Facebook takes the top spot as the most well-known social network in the country, followed closely by Instagram, YouTube, and TikTok, respectively. When asked about their favorite online network, 23.6 percent of internet users chose WhatsApp, with Facebook ranking second, at 19 percent.Is Facebook for everyone?
Facebook is owned by Meta Platforms Inc., Facebook, Instagram, WhatsApp, and Threads, amongst others. Overall, one-quarter of all Meta users in the UK were aged between 25 and 34 years. As for Facebook specifically, 37 percent of users were millennials, whilst 33 percent were of Generation X. One in five users were of Gen Z, and one in ten were Baby boomers, dispelling the myth of Facebook being the platform of choice for older generations. Moreover, 53.3 percent of Facebook users in the UK were women.A leading source of news
Facebook is used in a multitude of ways and is a common source of news for users in the UK. According to a survey in 2024, around 17 percent of Facebook users followed the BBC Facebook page, whilst 13 percent said they followed other traditional news providers such as the Guardian. Dailymail.co.uk was the biggest web publisher on Facebook, gathering over 19 million Facebook likes, shares and comments in 2023. Second on the list was mirror.co.uk with 14.8 million interactions.An essential tool for marketers
In 2024, the UK saw the highest social media advertising revenue out of all European markets. A 2023 survey of UK marketers found that more than 96 percent of respondents said their company used social media marketing for brand awareness and brand building. In addition, 30 percent of small businesses stated that they used Facebook as their primary social media platform.Facebook's UK audiences are loyal, and the platform is well utilized. But Facebook struggles to keep users engaged like Gen Z favorite TikTok does, so Facebook will have to find a way to stay relevant in an era that favors mobile apps and social video.
