Facebook now reaches 51.8% of its attainable user base, defined as global internet users excluding markets where the social network is blocked. This is up from a share of 49.3% in 2017, and equates to 1.48bn active users per day. While Chinese users are not classed as attainable here, company filings suggest China is still a large contributor to Facebook’s ad income.
User growth in North America was slower than the rise in internet users last year, with Facebook capturing 1.8m of the additional 6.3m internet users, or 27.9%. As Facebook’s user growth is net, this may obscure...