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Digital 2022: Essential Facebook Stats for Q2 2022 v01

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Digital 2022: Essential Facebook Stats for Q2 2022 v01

This presentation contains DataReportal’s update on Facebook adoption and use around the world in April 2022, including the number of Facebook users by country, and insights into Facebook’s audience demographics (i.e. Facebook users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

This presentation contains DataReportal’s update on Facebook adoption and use around the world in April 2022, including the number of Facebook users by country, and insights into Facebook’s audience demographics (i.e. Facebook users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

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Digital 2022: Essential Facebook Stats for Q2 2022 v01

  1. 1. THE LATEST DATA FOR FACEBOOK ADOPTION AND USE AROUND THE WORLD FACEBOOK Q2 2022
  2. 2. GLOBAL HEADLINES AND BENCHMARKS HEADLINES FOR WORLD REGIONS DATA FOR UN GEOSCHEME REGIONS LOCAL DATA BY COUNTRY FURTHER INFORMATION REPORT CONTENTS
  3. 3. The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Facebook’s potential advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match Facebook’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and legal restrictions may mean that some active users are not shown any advertising on the platform during a particular reporting period. Conversely, audience figures may not represent unique individuals. This is because some people may manage multiple accounts on the same platform, and because some accounts may represent “non-human” entities such as businesses, pets, groups and organisations, buildings, locations, and more, regardless of platform rules governing such accounts. Furthermore, despite their best efforts, it’s unlikely that platforms will be able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or the removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers. IMPORTANT NOTES !
  4. 4. ! Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country. However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook and Messenger contained within this report with figures published for those platforms in previous reports. For more information, please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data. IMPORTANT NOTES ON META’S AD REACH REPORTING
  5. 5. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2022 CLICK HERE TO READ OUR DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2022 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA
  6. 6. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:
  7. 7. GLOBAL HEADLINES
  8. 8. 9 58.7% 47.4% 66.8% 72.9% 2.94 37.0% +0.8% +2.9% BILLION +24 MILLION +83 MILLION 90 TOTAL FACEBOOK MAU vs. TOTAL INTERNET USERS TOTAL FACEBOOK MAU vs. POPULATION AGED 13+ FACEBOOK DAILY ACTIVE USERS vs. MONTHLY ACTIVE USERS FACEBOOK ADVERTISING REACH vs. TOTAL FACEBOOK MAU TOTAL MONTHLY ACTIVE FACEBOOK USERS (MAU) TOTAL FACEBOOK MAU vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN TOTAL FACEBOOK MAU YEAR-ON-YEAR CHANGE IN TOTAL FACEBOOK MAU SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS, AND ARE BASED ON EACH GENDER’S SHARE OF FACEBOOK’S ADVERTISING AUDIENCE. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE USERS, AND ARE DIFFERENT TO THE FACEBOOK ADVERTISING AUDIENCE FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR MORE DETAILS ON WHY ADVERTISING REACH DOES NOT EQUATE TO TOTAL MAU FIGURE. GLOBAL OVERVIEW FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE, BASED ON DATA PUBLISHED IN THE COMPANY’S INVESTOR EARNINGS REPORTS FACEBOOK: MONTHLY ACTIVE USERS APR 2022
  9. 9. 10 2,603 2,701 2,740 2,797 2,853 2,895 2,910 2,912 2,936 +3.8% +1.4% +2.1% +2.0% +1.5% +0.5% +0.1% +0.8% APR JUL OCT JAN APR JUL OCT JAN APR 2020 2020 2020 2021 2021 2021 2021 2022 2022 SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS. GLOBAL OVERVIEW MONTHLY ACTIVE FACEBOOK USERS (IN BILLIONS), WITH RELATIVE GROWTH RATES OVER TIME FACEBOOK MONTHLY ACTIVE USERS APR 2022 DATAREPORTAL
  10. 10. 11 42.8% 34.6% 43.2% 56.8% 2.14 27.0% +1.5% [N/A] BILLION +32 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK FACEBOOK: GLOBAL ADVERTISING AUDIENCE APR 2022
  11. 11. 12 2.02 2.09 2.14 2.18 2.21 2.25 2.28 2.11 2.14 +3.3% +2.2% +2.2% +1.2% +1.8% +1.1% [N/A] +1.5% APR JUL OCT JAN APR JUL OCT JAN APR 2020 2020 2020 2021 2021 2021 2021 2022 2022 SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTE: STARTING FROM JAN 2022, FIGURES USE THE MIDPOINT OF PUBLISHED RANGES; FIGURES FOR ALL DATES PRIOR TO DEC 2021 ARE AS PUBLISHED IN META’S TOOLS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES FOR DATES AFTER JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR DATES PRIOR TO DEC 2021, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, FIGURES FOR GROWTH RATE OVER TIME MAY BE IMPACTED BY REVISIONS TO BASE DATA. GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN BILLIONS OF USERS), WITH RELATIVE GROWTH RATES OVER TIME FACEBOOK ADVERTISING REACH APR 2022 SIGNIFICANT BASE DATA REVISIONS DATAREPORTAL
  12. 12. 13 2.4% 9.2% 12.2% 8.1% 5.2% 3.5% 2.8% 3.2% 13.2% 17.8% 10.6% 5.9% 3.3% 2.5% 13 – 17 YEARS OLD 18 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD 65+ YEARS OLD FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER FACEBOOK: ADVERTISING AUDIENCE PROFILE APR 2022 DATAREPORTAL
  13. 13. 14 11 PAKISTAN 44,850,000 28.2% 12 COLOMBIA 35,850,000 85.6% 13 U.K. 35,450,000 61.1% 14 TURKEY 34,400,000 50.4% 15 FRANCE 31,450,000 56.4% 16 ITALY 28,950,000 53.8% 17 ARGENTINA 28,600,000 78.8% 18 NIGERIA 27,750,000 20.9% 19 GERMANY 25,600,000 34.8% 20 PERU 24,950,000 94.3% 01 INDIA 339,750,000 31.0% 02 U.S.A. 180,100,000 63.8% 03 INDONESIA 130,900,000 60.4% 04 BRAZIL 116,550,000 65.7% 05 MEXICO 91,400,000 89.0% 06 PHILIPPINES 86,600,000 103.3%* 07 VIETNAM 70,650,000 89.6% 08 THAILAND 51,150,000 84.6% 09 BANGLADESH 47,450,000 36.5% 10 EGYPT 45,600,000 61.8% # LOCATION TOTAL REACH REACH vs. POP. 13+ # LOCATION TOTAL REACH REACH vs. POP. 13+ SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN “AS IS”, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES FACEBOOK AD REACH RANKING APR 2022
  14. 14. 15 11 VIETNAM 89.6% 70,650,000 12 MEXICO 89.0% 91,400,000 13 ARUBA 88.0% 80,750 14 QATAR 86.0% 2,250,000 15 GEORGIA 85.7% 2,800,000 16 ICELAND 85.7% 247,700 17 COLOMBIA 85.6% 35,850,000 18 BOLIVIA 85.4% 7,600,000 19 GREENLAND 85.1% 39,800 20 THAILAND 84.6% 51,150,000 01 MONGOLIA 107.0%* 2,600,000 02 PHILIPPINES 103.3%* 86,600,000 03 LIBYA 103.3%* 5,550,000 04 CAMBODIA 95.5% 12,000,000 05 MALTA 95.3% 369,350 06 PERU 94.3% 24,950,000 07 ECUADOR 93.0% 12,850,000 08 TONGA 91.3% 69,100 09 U.A.E. 90.9% 7,950,000 10 SAMOA 89.7% 122,750 # LOCATION REACH vs. POP. 13+ TOTAL REACH # LOCATION REACH vs. POP. 13+ TOTAL REACH SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN “AS IS”, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+ FACEBOOK ELIGIBLE AD REACH RATE RANKING APR 2022
  15. 15. 16 43.0% 57.0% 48.9% 51.1% 44.8% 55.2% 49.8% 50.2% 34.7% 65.3% 1.16 663.1 564.6 493.9 125.0 BILLION MILLION MILLION MILLION MILLION FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN FACEBOOK STORIES POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN FACEBOOK SEARCH RESULTS POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN FACEBOOK MARKETPLACE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN FACEBOOK INSTANT ARTICLES POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN FACEBOOK REELS SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK FACEBOOK AD AUDIENCE BY PLACEMENT TYPE THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK FACEBOOK AD AUDIENCE BY PLACEMENT TYPE APR 2022
  16. 16. 17 1.68 31.0% 17.0% 50.5% 1.5% AVERAGE NUMBER OF PAGE POSTS PER DAY PHOTO POSTS’ SHARE OF TOTAL PAGE POSTS VIDEO POSTS’ SHARE OF TOTAL PAGE POSTS LINK POSTS’ SHARE OF TOTAL PAGE POSTS STATUS POSTS’ SHARE OF TOTAL PAGE POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES SHARE OF FACEBOOK PAGE POSTS BY POST TYPE APR 2022
  17. 17. 18 0.06% 0.10% 0.07% 0.03% 0.10% AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: ALL POST TYPES AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: PHOTO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: VIDEO POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: LINK POSTS AVERAGE FACEBOOK PAGE POST ENGAGEMENTS vs. PAGE FANS: STATUS POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT BENCHMARKS APR 2022
  18. 18. 19 0.27% 0.18% 0.04% AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE: PAGES WITH FEWER THAN 10,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE: PAGES WITH 10,000 TO 100,000 FANS AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE: PAGES WITH MORE THAN 100,000 FANS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS FACEBOOK POST ENGAGEMENT COMPARISONS APR 2022
  19. 19. GLOBAL REGIONS
  20. 20. 21 43.4% 26.8% 40.4% 59.6% 242.2 17.3% +4.5% [N/A] MILLION +10 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AFRICA APR 2022
  21. 21. 22 69.9% 69.8% 52.6% 47.4% 590.3 56.9% +0.9% [N/A] MILLION +5.4 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE AMERICAS APR 2022
  22. 22. 23 35.4% 26.5% 36.7% 63.3% 933.5 21.3% +2.2% [N/A] MILLION +21 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ASIA-PACIFIC APR 2022
  23. 23. 24 41.0% 42.7% 50.2% 49.8% 311.1 36.5% -2.0% [N/A] MILLION -6.3 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK EUROPE APR 2022
  24. 24. 25 32.3% 31.8% 30.1% 69.9% 64.23 23.9% +3.3% [N/A] MILLION +2.1 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE MIDDLE EAST APR 2022
  25. 25. UN GEOSCHEME REGIONS
  26. 26. 27 58.4% 63.8% 54.5% 45.5% 201.3 54.0% +0.3% [N/A] MILLION +650 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK NORTHERN AMERICA APR 2022
  27. 27. 28 91.5% 83.3% 51.2% 48.8% 117.9 64.4% +2.1% [N/A] MILLION +2.5 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CENTRAL AMERICA APR 2022
  28. 28. 29 43.4% 36.8% 50.4% 49.6% 12.91 29.4% +1.7% [N/A] MILLION +216 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE CARIBBEAN APR 2022
  29. 29. 30 75.7% 73.1% 51.9% 48.1% 258.2 59.1% +0.8% [N/A] MILLION +2.1 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK SOUTHERN AMERICA APR 2022
  30. 30. 31 42.8% 46.3% 51.5% 48.5% 78.88 40.1% +0.07% [N/A] MILLION +52 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK WESTERN EUROPE APR 2022
  31. 31. 32 54.6% 62.6% 53.5% 46.5% 56.96 53.2% +0.7% [N/A] MILLION +420 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK NORTHERN EUROPE APR 2022
  32. 32. 33 53.4% 52.6% 50.4% 49.6% 71.50 46.6% +1.1% [N/A] MILLION +773 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK SOUTHERN EUROPE APR 2022
  33. 33. 34 24.9% 25.2% 54.4% 45.6% 62.59 21.4% -11.0% [N/A] MILLION -7.7 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK EASTERN EUROPE APR 2022
  34. 34. 35 62.6% 56.3% 38.8% 61.2% 101.9 40.1% +3.0% [N/A] MILLION +2.9 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK NORTHERN AFRICA APR 2022
  35. 35. 36 31.9% 21.9% 38.3% 61.7% 57.28 13.6% +6.4% [N/A] MILLION +3.4 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK WESTERN AFRICA APR 2022
  36. 36. 37 29.7% 12.3% 39.3% 60.7% 14.03 7.4% +6.9% [N/A] MILLION +905 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MIDDLE AFRICA APR 2022
  37. 37. 38 34.1% 14.0% 40.7% 59.3% 41.52 8.9% +6.4% [N/A] MILLION +2.5 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK EASTERN AFRICA APR 2022
  38. 38. 39 58.8% 53.4% 50.8% 49.2% 27.51 39.9% +2.5% [N/A] MILLION +676 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK SOUTHERN AFRICA APR 2022
  39. 39. 40 49.8% 48.4% 32.6% 67.4% 105.4 36.7% +2.2% [N/A] MILLION +2.3 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK WESTERN ASIA APR 2022
  40. 40. 41 10.5% 9.5% 42.4% 57.6% 5.32 7.0% +4.6% [N/A] MILLION +234 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CENTRAL ASIA APR 2022
  41. 41. 42 50.7% 30.0% 24.7% 75.3% 456.8 23.1% +3.4% [N/A] MILLION +15 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK SOUTHERN ASIA APR 2022
  42. 42. 43 80.6% 74.8% 48.3% 51.7% 399.6 58.8% +1.3% [N/A] MILLION +5.1 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK SOUTHEASTERN ASIA APR 2022
  43. 43. 44 4.1% 3.5% 47.1% 52.9% 50.83 3.0% -0.2% [N/A] MILLION -94 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK EASTERN ASIA APR 2022
  44. 44. 45 65.4% 60.5% 52.2% 47.8% 21.00 48.1% +1.4% [N/A] MILLION +285 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK OCEANIA APR 2022
  45. 45. LOCAL MARKET DATA
  46. 46. 47 45.6% [N/A] 56.9% 43.1% 68.2 27.7% +14.1% [N/A] THOUSAND +8,400 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ABKHAZIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ABKHAZIA APR 2022
  47. 47. 48 40.4% 14.5% 16.7% 83.3% 3.80 9.4% +2.7% [N/A] MILLION +100 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AFGHANISTAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AFGHANISTAN APR 2022
  48. 48. 49 135.3% [N/A] 52.8% 47.2% 18.2 60.4% -0.3% [N/A] THOUSAND -50 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ISLANDS THE ÅLAND THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE ÅLAND ISLANDS APR 2022
  49. 49. 50 52.3% 49.1% 37.8% 62.2% 1.20 41.8% 0% [N/A] MILLION [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ALBANIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ALBANIA APR 2022
  50. 50. 51 82.0% 71.0% 40.4% 59.6% 23.30 51.6% +3.8% [N/A] MILLION +850 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ALGERIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ALGERIA APR 2022
  51. 51. 52 123.6% 70.2% 53.5% 46.5% 29.8 54.1% +4.9% [N/A] THOUSAND +1,400 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. SAMOA AMERICAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AMERICAN SAMOA APR 2022
  52. 52. 53 52.4% 53.7% 52.2% 47.8% 37.2 48.0% +7.8% [N/A] THOUSAND +2,700 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANDORRA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ANDORRA APR 2022
  53. 53. 54 20.8% 12.6% 42.3% 57.7% 2.60 7.5% +8.3% [N/A] MILLION +200 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANGOLA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ANGOLA APR 2022
  54. 54. 55 72.2% 72.2% 52.8% 47.2% 8,950 58.9% 0% [N/A] [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANGUILLA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ANGUILLA APR 2022
  55. 55. 56 73.5% 68.9% 52.8% 47.2% 55.5 55.9% +1.7% [N/A] THOUSAND +950 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BARBUDA ANTIGUA & THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ANTIGUA & BARBUDA APR 2022
  56. 56. 57 72.9% 78.8% 53.2% 46.8% 28.60 62.3% +0.7% [N/A] MILLION +200 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARGENTINA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ARGENTINA APR 2022
  57. 57. 58 66.0% 61.6% 52.1% 47.9% 1.50 50.5% +7.1% [N/A] MILLION +100 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARMENIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ARMENIA APR 2022
  58. 58. 59 77.3% 88.0% 53.2% 46.8% 80.8 75.1% +0.2% [N/A] THOUSAND +200 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARUBA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK ARUBA APR 2022
  59. 59. 60 64.5% 70.4% 53.0% 47.0% 15.25 58.7% +1.7% [N/A] MILLION +250 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AUSTRALIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AUSTRALIA APR 2022
  60. 60. 61 39.2% 41.7% 51.5% 48.5% 3.30 36.4% 0% [N/A] MILLION [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AUSTRIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AUSTRIA APR 2022
  61. 61. 62 18.4% 19.6% 31.8% 68.2% 1.60 15.6% 0% [N/A] MILLION [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AZERBAIJAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK AZERBAIJAN APR 2022
  62. 62. 63 60.7% 64.2% 54.0% 46.0% 210.9 52.8% +0.9% [N/A] THOUSAND +1,850 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BAHAMAS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE BAHAMAS APR 2022
  63. 63. 64 41.8% 49.2% 26.8% 73.2% 734.9 41.4% +3.0% [N/A] THOUSAND +21 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BAHRAIN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BAHRAIN APR 2022
  64. 64. 65 88.2% 36.5% 32.4% 67.6% 47.45 28.3% +6.2% [N/A] MILLION +2.8 MILLION [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BANGLADESH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BANGLADESH APR 2022
  65. 65. 66 60.7% 57.7% 53.9% 46.1% 143.0 49.7% -0.7% [N/A] THOUSAND -950 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BARBADOS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BARBADOS APR 2022
  66. 66. 67 9.3% 9.3% 61.2% 38.8% 744.5 7.9% +5.4% [N/A] THOUSAND +38 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELARUS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BELARUS APR 2022
  67. 67. 68 59.3% 65.2% 51.5% 48.5% 6.50 55.7% +1.6% [N/A] MILLION +100 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELGIUM THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BELGIUM APR 2022
  68. 68. 69 110.1% 74.3% 50.9% 49.1% 229.5 55.9% +0.3% [N/A] THOUSAND +650 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELIZE THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BELIZE APR 2022
  69. 69. 70 39.4% 18.1% 34.9% 65.1% 1.45 11.4% +11.5% [N/A] MILLION +150 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BENIN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BENIN APR 2022
  70. 70. 71 53.1% 61.0% 56.6% 43.4% 32.4 52.3% +0.5% [N/A] THOUSAND +150 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BERMUDA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BERMUDA APR 2022
  71. 71. 72 116.8% 78.9% 48.0% 52.0% 491.0 62.5% +3.2% [N/A] THOUSAND +15 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BHUTAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BHUTAN APR 2022
  72. 72. 73 106.1% 85.4% 47.7% 52.3% 7.60 63.6% -0.7% [N/A] MILLION -50 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BOLIVIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BOLIVIA APR 2022
  73. 73. 74 83.9% [N/A] 51.2% 48.8% 18.3 68.8% +3.1% [N/A] THOUSAND +550 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. EUSTATIUS & SABA BONAIRE, SINT THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BONAIRE, SINT EUSTATIUS & SABA APR 2022
  74. 74. 75 57.9% 50.5% 48.9% 51.1% 1.45 44.6% 0% [N/A] MILLION [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. HERZEGOVINA BOSNIA & THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BOSNIA & HERZEGOVINA APR 2022
  75. 75. 76 70.7% 63.4% 49.9% 50.1% 1.10 45.3% 0% [N/A] MILLION [UNCHANGED] [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BOTSWANA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BOTSWANA APR 2022
  76. 76. 77 66.6% 65.7% 53.4% 46.6% 116.6 54.2% +0.5% [N/A] MILLION +550 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BRAZIL APR 2022
  77. 77. 78 87.0% 79.0% 51.1% 48.9% 20.7 67.6% +0.5% [N/A] THOUSAND +100 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. VIRGIN ISLANDS THE BRITISH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE BRITISH VIRGIN ISLANDS APR 2022
  78. 78. 79 69.5% 81.4% 43.0% 57.0% 293.3 66.0% -1.8% [N/A] THOUSAND -5,300 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. DARUSSALAM BRUNEI THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BRUNEI DARUSSALAM APR 2022
  79. 79. 80 68.2% 60.7% 51.4% 48.6% 3.65 53.2% +1.4% [N/A] MILLION +50 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BULGARIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BULGARIA APR 2022
  80. 80. 81 37.7% 17.1% 29.5% 70.5% 2.30 10.5% +12.2% [N/A] MILLION +250 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. FASO BURKINA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BURKINA FASO APR 2022
  81. 81. 82 40.0% 10.0% 34.3% 65.7% 755.4 6.0% +3.4% [N/A] THOUSAND +25 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BURUNDI THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK BURUNDI APR 2022
  82. 82. 83 78.5% 66.4% 48.9% 51.1% 286.8 50.6% +4.3% [N/A] THOUSAND +12 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. VERDE CABO THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CABO VERDE APR 2022
  83. 83. 84 89.0% 95.5% 44.6% 55.4% 12.00 70.1% +3.4% [N/A] MILLION +400 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CAMBODIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CAMBODIA APR 2022
  84. 84. 85 40.5% 24.2% 42.9% 57.1% 4.25 15.3% +3.7% [N/A] MILLION +150 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CAMEROON THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CAMEROON APR 2022
  85. 85. 86 56.8% 63.7% 54.1% 45.9% 21.10 55.1% +1.0% [N/A] MILLION +200 THOUSAND [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK CANADA APR 2022
  86. 86. 87 84.0% 80.4% 51.8% 48.2% 45.7 68.1% +1.7% [N/A] THOUSAND +750 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ISLANDS THE CAYMAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE CAYMAN ISLANDS APR 2022
  87. 87. 88 26.9% 4.5% 33.6% 66.4% 139.6 2.8% +6.4% [N/A] THOUSAND +8,450 [BASE REVISIONS] 90 FACEBOOK AD REACH vs. TOTAL INTERNET USERS FACEBOOK AD REACH vs. POPULATION AGED 13+ FEMALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH MALE FACEBOOK AD REACH vs. TOTAL FACEBOOK AD REACH TOTAL POTENTIAL REACH OF ADS ON FACEBOOK FACEBOOK AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN FACEBOOK AD REACH YEAR-ON-YEAR CHANGE IN FACEBOOK AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AFRICAN REPUBLIC THE CENTRAL THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK THE CENTRAL AFRICAN REPUBLIC APR 2022

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