Facebook now reaches one in two attainable users each day, though North American growth is stalling

An overview of Facebook's ad revenue growth, daily active user growth and its share of attainable internet users and of all internet users, 2012 to 2018.

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...

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