Quite a while back I initiated a survey of Facebook users. I reported some of the findings in my post Study of Facebook Goals for Differing Demographics. Here I report on some further results of the survey, specifically, how the frequency of Facebook access varies by age, gender, and other demographic characteristics.
This survey has lots of caveats, as I had to use the means at my disposal. The results can be considered preliminary and would need to be validated via a larger, formal study. You can find out more information about how the survey was conducted here.
To start with, let’s look at the frequency of accessing Facebook, based on age. The following charts show how often users of different ages reported using Facebook.
Not surprisingly, the youngest users accessed Facebook the most frequently, with 73% reporting checking Facebook several times a day.
The 25-34 set was also fairly active, though there’s a steep drop in daily access. Nevertheless, 73% still report accessing Facebook at least once a day.
Once users hit 35-44, their use of Facebook decreases somewhat. A significant portion, 58% still access it at least once a day, but only 37% report using it several times a day. And the spread becomes much greater, with 42% going to Facebook several times a week or less frequently.
What’s a bit surprising is that the age 45-54 set shows an increase in Facebook use. 10% more users in this range reported using Facebook several times a day. And a full 68% used it at least once a day, 11% higher than those a decade younger. Only 8% reported using Facebook rarely, and the remaining 24% still use Facebook at least once a week. So, access by this group is pretty good.
I was surprised to find that there was not much variance by gender. That is, men and women showed remarkably similar patterns of Facebook use, as far as frequency goes. The greatest differences between women and men being that about 10% more women access Facebook daily. That 10% of men that don’t access daily seems to shift to the several times a week category. Aside from that, the frequency patterns of men and women are pretty similar with 40%-50% using Facebook several times a day, another 15%-20% using it once daily, and the remainder distributed in a general pattern of decreasing frequency.
I also asked respondents about their work status. The differences between working and non-working women were not huge. About the same number reported checking Facebook several times a day. A somewhat larger number of working women reported checking daily, whereas the non-working women had a somewhat higher incidence of several times/week.
Some greater differences appear between parents and non-parents. The chart below shows the frequency of Facebook use between different demographics of women: working women without children and non-working women without children, as well as working moms and at-home moms.
The non-working women reported checking Facebook several times a day. The working moms generally checked Facebook less often than other demographics and had the highest number who reported rarely checking Facebook. At home moms are also apparently pretty busy (gee, what a surprise). In both cases, 30%-40% check Facebook several times daily. But if an at-home mom isn’t in the several-times-a-day category, she drops into the several times a week at best. And a significant number, close to 20%, only get to it monthly.
The difference is even more pronounced with men. Men without children were far more likely to check Facebook several times a day. But almost 100% of at-home Dads reported checking Facebook daily. Working dads, on the other hand, are most likely to only check Facebook several times a week.
My next post in this series will be about the specific activities that different demographics do in Facebook. It will include information about photo posting, games/quizzes, frequency of status updates, etc. and how often people engage in these FB activities, broken down by demographics such as men versus women and parents versus non-parents, age, etc. Stay tuned!
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