Facebook demographics in Australia–late January, 2011

by Lee Hopkins on January 21, 2011 · 6 comments

in marketing


As part of some preparation work for a radio interview with ABC891 later this morning, I’ve just spent half an hour compiling some stats from Facebook’s advertising engine. I thought you may be interested to see what I found.

Bear in mind that this is a snapshot taken in the early hours of Friday morning, 21st January 2011 – things could have changed by lunchtime.

Bear also in mind that there is some 200,000 or so discrepancy amongst key total numbers; I don’t have access to FB’s raw data so I figure there’s some number/average jiggery-pokery that’s going on that is double-counting or leaving numbers out. But even with a 200,000+ discrepancy, these are still hopefully interesting/useful numbers.

Facebook – Australia      
   All   Male   Female     
13-17          1,308,200        632,700        670,680    male % 
18-25          2,725,080    1,332,660    1,356,280                   46
26-35          2,328,120    1,064,100    1,196,140   female %
36-45          1,421,100        588,920        786,660   54
46-55              890,860        341,020        517,140    
55+              751,740        309,520        403,420    
           9,425,100     4,268,920     4,930,320      9,199,240

All          9,357,740        
Adelaide              602,440        
Brisbane          1,427,480        
Darwin                43,600        
Gold Coast              110,920        
Hobart              114,060        
Launceston                34,900        
Melbourne          2,063,900        
Newcastle                50,600        
Perth              844,760        
Sydney          2,489,480    rural     
Wollongong                25,440        
           7,807,580      1,550,160    


* The line under the Male and Female figures leads to a total for Male + Female, which you will notice is different from ‘All’

  • Mariah Gillespie

    awesome stats – thanks for that! may i ask where/how you compiled them for future reference? Cheers

  • http://www.LeeHopkins.net/ Lee Hopkins

    G’day Mariah,

    Thanks for your comment. I got the stats from FB’s advertiser
    stats which you have access to when you create a Page.

  • Janet Hopkins

    Fantastic stats, thank-you. Inspired me to write my first blog post. Are you going to come over for the #mentalhealth2.0 unconference on Feb 25? http://ow.ly/3KlP1 Over 120 registrations so far! Very exciting.

  • http://www.LeeHopkins.net/ Lee Hopkins

    Thanks for the comment, Janet, and glad that it helped you write your first post – what’s the url???

    As for #mentalhealth2.0 Unconference – try and keep me away! I’ve been tweeting with Ed Harran about it, and I’m not going to bother filling in the rego form – consider me there! (I may need to camp out on your kitchen floor or a spare sofa, if Ed doesn’t have one – and I haven’t even asked him yet!)

  • http://www.internetmarketingadelaide.com Nick Morris

    Thanks for the stats Lee, I think I’ll blog about them.

  • Pingback: Mental Health 2.0 Unconference is nearly here! | Lantern – Shining Light on Mental Health()

Previous post:

Next post: