This presentation contains DataReportal’s update on Facebook Messenger adoption and use around the world in April 2022, including the number of Facebook Messenger users by country, and insights into Facebook Messenger’s audience demographics (i.e. Facebook Messenger users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

1. THE LATEST DATA FOR FACEBOOK MESSENGER ADOPTION AND USE AROUND THE WORLD
MESSENGER Q2 2022

3. GLOBAL HEADLINES AND BENCHMARKS
HEADLINES FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA BY COUNTRY
FURTHER INFORMATION
REPORT CONTENTS

4. The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Messenger’s potential
advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published
ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not
match Messenger’s monthly active user figures, and should not be treated as such. For example, certain Messenger advertising formats are
currently unavailable in some countries, which impacts the potential audience reach in those territories. Similarly, individual user behaviours
and legal restrictions may mean that some active users are not shown any advertising on the platform during a particular reporting period.
Conversely, audience figures may not represent unique individuals. This is because some people may manage multiple accounts on
the same platform, and because some accounts may represent “non-human” entities such as businesses, pets, groups and organisations,
buildings, locations, and more, regardless of platform rules governing such accounts. Furthermore, despite their best efforts, it’s unlikely that
platforms will be able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising
audience figures to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see
audience figures that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve
chosen to publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please
also note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or
the removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers.
IMPORTANT NOTES
!

5. !
Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation
since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s
tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country.
However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that
we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for
each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the
potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute
number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published
audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year
changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook
and Messenger contained within this report with figures published for those platforms in previous reports. For more information,
please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON META’S AD REACH REPORTING

6. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
CLICK HERE TO READ OUR DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
CLICK HERE TO READ OUR FLAGSHIP DIGITAL
2022 GLOBAL OVERVIEW REPORT, PACKED
WITH ALL THE NUMBERS YOU NEED TO MAKE
SENSE OF THE CURRENT STATE OF DIGITAL
EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA

7. DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

8. GLOBAL HEADLINES

9. 9
20.0% 16.1% 44.5% 55.5%
999.8 12.6% +1.2% [N/A]
MILLION +12 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MESSENGER: GLOBAL ADVERTISING AUDIENCE
APR
2022

10. 10
2.5%
9.7%
13.2%
8.5%
5.3%
3.2%
1.9%
3.1%
13.6%
18.8%
10.3%
5.3%
2.8%
1.7%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT FIGURES SHOWN HERE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S
ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO
FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK MESSENGER’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
MESSENGER: ADVERTISING AUDIENCE PROFILE
APR
2022
DATAREPORTAL

11. 11
11 COLOMBIA 21,450,000 51.2%
12 ITALY 17,700,000 32.9%
13 TURKEY 17,200,000 25.2%
14 IRAQ 16,200,000 57.4%
15 POLAND 16,000,000 48.7%
16 ALGERIA 14,650,000 44.7%
17 ARGENTINA 14,550,000 40.1%
18= GERMANY 14,350,000 19.5%
18= PERU 14,350,000 54.2%
20 MYANMAR 14,300,000 32.9%
01 INDIA 124,100,000 11.3%
02 BRAZIL 65,750,000 37.0%
03 MEXICO 62,350,000 60.7%
04 VIETNAM 55,700,000 70.6%
05 PHILIPPINES 54,850,000 65.4%
06 THAILAND 36,550,000 60.5%
07 EGYPT 35,450,000 48.0%
08 INDONESIA 28,700,000 13.2%
09 U.K. 27,200,000 46.9%
10 BANGLADESH 22,850,000 17.6%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT VALUES FOR THOSE COUNTRIES, AS WELL AS THEIR RESPECTIVE
RANKING. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS
SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES
MESSENGER AD REACH RANKING
APR
2022

12. 12
11 GUAM 68.2% 93,000
12 CYPRUS 67.8% 711,850
13 FIJI 67.7% 460,300
14 SAMOA 66.7% 91,200
15 NEW ZEALAND 66.1% 2,700,000
16 PALESTINE 66.1% 2,350,000
17 PHILIPPINES 65.4% 54,850,000
18 LITHUANIA 65.4% 1,500,000
19 RÉUNION 65.1% 478,950
20 CAMBODIA 64.4% 8,100,000
01 MONGOLIA 92.6% 2,250,000
02 MALTA 82.1% 318,400
03 LIBYA 79.1% 4,250,000
04 ICELAND 77.6% 224,400
05 GREENLAND 75.9% 35,500
06 GEORGIA 73.4% 2,400,000
07 BHUTAN 72.2% 449,350
08 TONGA 71.8% 54,350
09 VIETNAM 70.6% 55,700,000
10 FRENCH POLYNESIA 68.5% 158,800
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR
THE TOTAL ACTIVE USER BASE. SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CERTAIN COUNTRIES, WHICH MAY IMPACT VALUES FOR THOSE COUNTRIES, AS WELL AS THEIR RESPECTIVE
RANKING. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS
SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES ARE NOT COMPARABLE WITH PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK MESSENGER ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
MESSENGER ELIGIBLE AD REACH RATE RANKING
APR
2022

13. GLOBAL REGIONS

14. 14
17.6% 10.9% 39.7% 60.3%
98.46 7.0% +2.9% [N/A]
MILLION +2.8 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AFRICA
APR
2022

15. 15
28.4% 28.4% 52.2% 47.8%
239.9 23.1% +0.8% [N/A]
MILLION +2.0 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE AMERICAS
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN THE U.S.A. AND CANDA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

16. 16
16.1% 12.1% 39.7% 60.3%
424.8 9.7% +1.7% [N/A]
MILLION +7.1 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ASIA-PACIFIC
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

17. 17
25.2% 26.2% 51.2% 48.8%
191.1 22.4% -0.8% [N/A]
MILLION -1.5 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
EUROPE
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN FRANCE, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

18. 18
22.9% 22.6% 30.6% 69.4%
45.54 16.9% +3.5% [N/A]
MILLION +1.5 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE MIDDLE EAST
APR
2022

19. UN GEOSCHEME REGIONS

20. 20
2.0% 2.1% 48.6% 51.4%
6.74 1.8% -9.7% [N/A]
MILLION -727 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
NORTHERN AMERICA
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN THE U.S.A. AND CANDA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

21. 21
61.6% 56.1% 52.2% 47.8%
79.41 43.3% +1.3% [N/A]
MILLION +1.0 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CENTRAL AMERICA
APR
2022

22. 22
27.8% 23.6% 51.4% 48.6%
8.29 18.8% +1.2% [N/A]
MILLION +101 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE CARIBBEAN
APR
2022

23. 23
42.7% 41.2% 52.4% 47.6%
145.5 33.3% +1.1% [N/A]
MILLION +1.6 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
SOUTHERN AMERICA
APR
2022

24. 24
16.1% 17.4% 51.5% 48.5%
29.70 15.1% +0.01% [N/A]
MILLION +1,950 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
WESTERN EUROPE
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN FRANCE, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

25. 25
42.9% 49.3% 54.6% 45.4%
44.83 41.9% -0.3% [N/A]
MILLION -125 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
NORTHERN EUROPE
APR
2022

26. 26
33.6% 33.1% 51.3% 48.7%
45.01 29.3% +1.0% [N/A]
MILLION +450 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
SOUTHERN EUROPE
APR
2022

27. 27
19.7% 19.9% 54.9% 45.1%
49.46 16.9% -4.6% [N/A]
MILLION -2.4 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
EASTERN EUROPE
APR
2022

28. 28
42.0% 37.8% 38.8% 61.2%
68.46 27.0% +2.3% [N/A]
MILLION +1.6 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
NORTHERN AFRICA
APR
2022

29. 29
6.5% 4.5% 38.2% 61.8%
11.76 2.8% +5.5% [N/A]
MILLION +609 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
WESTERN AFRICA
APR
2022

30. 30
6.4% 2.6% 38.7% 61.3%
3.02 1.6% +5.9% [N/A]
MILLION +168 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
MIDDLE AFRICA
APR
2022

31. 31
7.7% 3.1% 42.8% 57.2%
9.34 2.0% +3.0% [N/A]
MILLION +270 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
EASTERN AFRICA
APR
2022

32. 32
12.6% 11.4% 50.1% 49.9%
5.88 8.5% +2.8% [N/A]
MILLION +159 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
SOUTHERN AFRICA
APR
2022

33. 33
31.9% 31.0% 32.2% 67.8%
67.62 23.5% +3.2% [N/A]
MILLION +2.1 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
WESTERN ASIA
APR
2022

34. 34
3.4% 3.1% 41.4% 58.6%
1.73 2.3% +4.6% [N/A]
MILLION +77 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CENTRAL ASIA
APR
2022

35. 35
19.7% 11.7% 25.7% 74.3%
177.3 9.0% +2.4% [N/A]
MILLION +4.2 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
SOUTHERN ASIA
APR
2022

36. 36
43.4% 40.3% 49.9% 50.1%
215.2 31.7% +1.3% [N/A]
MILLION +2.7 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
SOUTHEASTERN ASIA
APR
2022

37. 37
2.1% 1.8% 48.7% 51.3%
26.08 1.5% +0.6% [N/A]
MILLION +148 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
EASTERN ASIA
APR
2022

38. 38
14.2% 13.1% 52.4% 47.6%
4.56 10.4% -0.7% [N/A]
MILLION -33 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
OCEANIA
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

39. LOCAL MARKET DATA

40. 40
24.0% [N/A] 60.0% 40.0%
36.0 14.6% +16.7% [N/A]
THOUSAND +5,150 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ABKHAZIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ABKHAZIA
APR
2022

41. 41
26.6% 9.6% 15.6% 84.4%
2.50 6.2% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AFGHANISTAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AFGHANISTAN
APR
2022

42. 42
112.6% [N/A] 54.5% 45.5%
15.2 50.3% +3.1% [N/A]
THOUSAND +450 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ISLANDS
THE ÅLAND
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE ÅLAND ISLANDS
APR
2022

43. 43
43.9% 41.2% 38.2% 61.8%
1.01 35.1% +6.6% [N/A]
MILLION +62 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ALBANIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ALBANIA
APR
2022

44. 44
51.6% 44.7% 39.4% 60.6%
14.65 32.4% +2.8% [N/A]
MILLION +400 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ALGERIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ALGERIA
APR
2022

45. 45
110.1% 62.5% 53.9% 46.1%
26.6 48.2% +2.5% [N/A]
THOUSAND +650 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
SAMOA
AMERICAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AMERICAN SAMOA
APR
2022

46. 46
33.3% 34.1% 52.7% 47.3%
23.6 30.5% +6.8% [N/A]
THOUSAND +1,500 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANDORRA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ANDORRA
APR
2022

47. 47
5.6% 3.4% 42.5% 57.5%
698.2 2.0% +3.6% [N/A]
THOUSAND +25 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANGOLA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ANGOLA
APR
2022

48. 48
48.8% 48.8% 52.9% 47.1%
6,050 39.8% +1.7% [N/A]
+100 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANGUILLA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ANGUILLA
APR
2022

49. 49
47.9% 44.9% 53.6% 46.4%
36.2 36.4% +1.7% [N/A]
THOUSAND +600 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BARBUDA
ANTIGUA &
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ANTIGUA & BARBUDA
APR
2022

50. 50
37.1% 40.1% 54.6% 45.4%
14.55 31.7% +1.4% [N/A]
MILLION +200 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARGENTINA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ARGENTINA
APR
2022

51. 51
48.4% 45.1% 54.7% 45.3%
1.10 37.0% +6.4% [N/A]
MILLION +66 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARMENIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ARMENIA
APR
2022

52. 52
56.4% 64.2% 54.4% 45.6%
59.0 54.8% +0.3% [N/A]
THOUSAND +200 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARUBA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
ARUBA
APR
2022

53. 53
1.9% 2.1% 51.5% 48.5%
457.9 1.8% -6.4% [N/A]
THOUSAND -31 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AUSTRALIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AUSTRALIA
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN AUSTRALIA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

54. 54
23.7% 25.3% 52.5% 47.5%
2.00 22.1% +2.6% [N/A]
MILLION +50 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AUSTRIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AUSTRIA
APR
2022

55. 55
7.6% 8.1% 32.2% 67.8%
664.9 6.5% +2.6% [N/A]
THOUSAND +17 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AZERBAIJAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
AZERBAIJAN
APR
2022

56. 56
42.2% 44.7% 53.8% 46.2%
146.9 36.7% +0.2% [N/A]
THOUSAND +350 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BAHAMAS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE BAHAMAS
APR
2022

57. 57
27.2% 32.0% 28.1% 71.9%
477.7 26.9% +3.6% [N/A]
THOUSAND +17 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BAHRAIN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BAHRAIN
APR
2022

58. 58
42.5% 17.6% 31.2% 68.8%
22.85 13.6% +6.5% [N/A]
MILLION +1.4 MILLION [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BANGLADESH
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BANGLADESH
APR
2022

59. 59
36.1% 34.3% 51.9% 48.1%
85.1 29.6% +0.4% [N/A]
THOUSAND +300 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BARBADOS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BARBADOS
APR
2022

60. 60
3.2% 3.3% 63.4% 36.6%
260.5 2.8% +17.3% [N/A]
THOUSAND +38 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELARUS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BELARUS
APR
2022

61. 61
48.4% 53.2% 52.4% 47.6%
5.30 45.5% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELGIUM
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BELGIUM
APR
2022

62. 62
90.4% 61.0% 51.6% 48.4%
188.6 45.9% +1.3% [N/A]
THOUSAND +2,450 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELIZE
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BELIZE
APR
2022

63. 63
5.5% 2.5% 30.6% 69.4%
201.8 1.6% +6.5% [N/A]
THOUSAND +12 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BENIN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BENIN
APR
2022

64. 64
37.5% 43.0% 56.7% 43.3%
22.9 36.9% -1.1% [N/A]
THOUSAND -250 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BERMUDA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BERMUDA
APR
2022

65. 65
106.9% 72.2% 48.1% 51.9%
449.4 57.2% +2.5% [N/A]
THOUSAND +11 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BHUTAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BHUTAN
APR
2022

66. 66
65.6% 52.8% 47.8% 52.2%
4.70 39.3% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BOLIVIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BOLIVIA
APR
2022

67. 67
63.8% [N/A] 52.4% 47.6%
13.9 52.3% +3.3% [N/A]
THOUSAND +450 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
EUSTATIUS & SABA
BONAIRE, SINT
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BONAIRE, SINT EUSTATIUS & SABA
APR
2022

68. 68
47.9% 41.8% 49.7% 50.3%
1.20 36.9% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
HERZEGOVINA
BOSNIA &
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BOSNIA & HERZEGOVINA
APR
2022

69. 69
18.1% 16.2% 51.0% 49.0%
281.0 11.6% +0.2% [N/A]
THOUSAND +650 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BOTSWANA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BOTSWANA
APR
2022

70. 70
37.6% 37.0% 53.8% 46.2%
65.75 30.6% +0.4% [N/A]
MILLION +250 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BRAZIL
O R D E M E P R O G R E S
S
O
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BRAZIL
APR
2022

71. 71
65.5% 59.5% 50.8% 49.2%
15.6 50.9% +0.6% [N/A]
THOUSAND +100 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
VIRGIN ISLANDS
THE BRITISH
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE BRITISH VIRGIN ISLANDS
APR
2022

72. 72
39.3% 46.0% 42.6% 57.4%
165.9 37.3% -2.7% [N/A]
THOUSAND -4,600 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
DARUSSALAM
BRUNEI
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BRUNEI DARUSSALAM
APR
2022

73. 73
55.2% 49.1% 52.5% 47.5%
2.95 43.0% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BULGARIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BULGARIA
APR
2022

74. 74
6.8% 3.1% 29.9% 70.1%
415.4 1.9% +53.1% [N/A]
THOUSAND +144 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
FASO
BURKINA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BURKINA FASO
APR
2022

75. 75
5.1% 1.3% 33.4% 66.6%
96.0 0.8% +0.3% [N/A]
THOUSAND +300 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BURUNDI
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
BURUNDI
APR
2022

76. 76
60.2% 50.9% 49.9% 50.1%
219.7 38.8% +60.2% [N/A]
THOUSAND +83 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
VERDE
CABO
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CABO VERDE
APR
2022

77. 77
60.1% 64.4% 44.1% 55.9%
8.10 47.3% +3.2% [N/A]
MILLION +250 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CAMBODIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CAMBODIA
APR
2022

78. 78
8.1% 4.9% 40.1% 59.9%
853.9 3.1% +8.2% [N/A]
THOUSAND +65 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CAMEROON
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CAMEROON
APR
2022

79. 79
1.6% 1.7% 51.1% 48.9%
578.4 1.5% -11.8% [N/A]
THOUSAND -77 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CANADA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CANADA
NOTE: SOME MESSENGER AD FORMATS ARE CURRENTLY UNAVAILABLE IN CANADA, WHICH MAY SIGNIFICANTLY IMPACT POTENTIAL AUDIENCE REACH
APR
2022

80. 80
63.0% 60.4% 52.2% 47.8%
34.3 51.1% +3.9% [N/A]
THOUSAND +1,300 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ISLANDS
THE CAYMAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE CAYMAN ISLANDS
APR
2022

81. 81
8.5% 1.4% 31.6% 68.4%
44.2 0.9% +4.9% [N/A]
THOUSAND +2,050 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AFRICAN REPUBLIC
THE CENTRAL
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
THE CENTRAL AFRICAN REPUBLIC
APR
2022

82. 82
5.4% 1.8% 21.2% 78.8%
183.7 1.1% +9.6% [N/A]
THOUSAND +16 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CHAD
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CHAD
APR
2022

83. 83
48.6% 53.4% 53.5% 46.5%
8.60 44.7% +2.4% [N/A]
MILLION +200 THOUSAND [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CHILE
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CHILE
APR
2022

84. 84
0.04% 0.03% 47.4% 52.6%
418.7 0.03% -0.8% [N/A]
THOUSAND -3,350 [BASE REVISIONS]
90
MESSENGER AD REACH
vs. TOTAL INTERNET USERS
MESSENGER AD REACH
vs. POPULATION AGED 13+
FEMALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
MALE MESSENGER AD REACH
vs. TOTAL MESSENGER AD REACH
TOTAL POTENTIAL REACH
OF ADS ON MESSENGER
MESSENGER AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN MESSENGER AD REACH
YEAR-ON-YEAR CHANGE
IN MESSENGER AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CHINA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK MESSENGER
CHINA
APR
2022