See our previous post: Western Australia Facebook Demographics 2015
Whether you’re already involved in Facebook advertising or just looking to get started, it’s important to consider your audience and where growth is occurring. Here are the latest demographic figures from the end of 2016.
The Western Australian demographic has continued to grow in 2016 with an increase of 155,000 users, representing a 10% growth from 2015. In particular, older age groups have seen massive growth with a 35% increase in the 65+ age group, and 25% in the 60-64 age group. Females continue to show a stronger presence on Facebook with a higher percentage across all groups except the 20-29 bracket. Overall the gender balance remains at 52% female and 48% male at the end of 2016.
The 13-19 year old group has continued to see a small decline this past year with a drop of roughly 10,000 users, representing a 5% decrease since 2015. Each passing year will logically see a number of users migrate from one age bracket to the next, but this steady decline represents a shortcoming of account creations of younger users. Over the last 4 years, this decrease totals at 26,000 users or 12%. In terms of gender, females outweigh males at 51% versus 49%.
Monitored changes were minimal in the 20-29 age group, with only a 2% change last year correlating to an increase of 10,000 users. The group is still the largest bracket with 450,000 users total in Western Australia. The 20-29 age group is the only where the number of males outweigh the number of females, 51% to 49%. Compared to 2013, figures are almost back to par with only a 2% difference.
The 30-39 age group saw a 12% growth of 40,000 users over the past year which is equal largest in terms of sheer numbers. Following on from 2015, the distribution of male and female users was even at 190,000 each. Comparatively against 2013 figures, the bracket is still 39% lower than it was, but is making strong growth, increasing 82,000 in the last 2 years.
The 40-49 age group had the equal largest increase of users over the past year at 40,000 total representing a 16% increase. Female users had the majority at 54% over males at 46%. Overall, the bracket has seen a 28% fall in users since 2013.
A similar story rang true for the 50-59 age group, with audience levels increasing by 30,000 users at a growth rate of 17% over the last year. The ratio of male and female users was quite great at 58% female and 42% male. Since 2013 the bracket has experienced a 22% decrease.
Proportionally, the 60-64 bracket experienced some of the largest growth at 25%, correlating to 14,000 users. This bracket continues to have the largest proportion of female audience at 59%, versus 41% male. Overall, the 60-64 age group still has the greatest percentage loss since 2013, with 55% fewer users than before. Comparatively however, this is only a difference of 85,000 users, still about a third of those lost in the 30-39 age group.
The 65+ age group is the first bracket to exceed 2013 figures after a 35% growth of 31,000 users in the past year. Overall, the number of users increased from 98,000 in 2013 to 120,000 in 2016, representing an increase of 22,000 or 22%. The gender difference is still quite great at 43% male versus 57% female.
The 2016 numbers show similar changes to 2015, with an increase in users across the board except in the 13-19 bracket where Facebook struggles to engage the younger market.
Proportionally, there are still a larger number of Western Australian female users on Facebook which would suggest a benefit in gender targeted content, but this of course still depends on your unique target groups. The largest female majority exists in the 60-64 age group while the 20-29 age group sees the only male majority segment.
For the first time since the plunge in user accounts in 2014, the 65+ group has exceeded 2013 figures and the 20-29 bracket looks to reach parity in 2017.
While Facebook continues to age and the demographic in Western Australia continues to grow, it’s important to evaluate your individual audience and their behaviour online. With more business online and other online services growing in significance, the distribution of user attention can come at a premium. Ensure your campaign targeting is effective for your audience and remains true to your brand.