Table 2.
Demographic insights into a Facebook ad campaign
| Demographic variablea | Michigan FBc users 18-64 years Audience N=5.3 million % |
Michigan FB users 18-64 years Ad reach N=1.88 million % |
Michigan FB users 18-64 years Page likes N=~9200d % |
Michigan populationb (all ages) N=9.9 million % |
| Race/ethnicity |
|
|
|
|
| African American | 13 | NRe | ~17 | 14 |
| Hispanic (all) | 4 | NR | ~16 | 4 |
| All other | 83 | NR | ~67 | 82 |
| Sex |
|
|
|
|
| Female | 53 | 57 | ~70 | 51 |
| Male | 45 | 42 | ~30 | 49 |
| Age, years |
|
|
|
|
| 18-64 | 100 | 100 | ~100 | 63 |
| 18-24 | 23 | 28 | ~13 | 10 |
| 25-34 | 26 | 29 | ~24 | 12 |
| 35-44 | 19 | 22 | ~20 | 13 |
| 45-64 | 30 | 20 | ~41 | 28 |
| Household income |
|
|
|
|
| Less than US $50 K | 70 | NR | NR | 51 |
| US $50-$100 K | 20 | NR | ~26 | 30 |
| More than US $100 K | 12 | NR | NR (n<1000) |
19 |
| Families |
|
|
|
|
| Child in home | NR | NR | ~33 | 29 |
| Parents (all) | 32 | NR | ~71 | NR |
| Education |
|
|
|
|
| Less than diploma | NR | NR | NR | 11 |
| High school diploma | 23 | NR | ~29 | 30 |
| Some college | NR | NR | NR | 24 |
| Bachelor’s or associate’s degree | 42 | NR | ~58 | 24 |
| Advanced degree | 5 | NR | ~12 | 10 |
aThe table presents results from a Facebook ad campaign raising awareness about Michigan’s newborn screening and biobanking programs among Michigan Facebook users aged 18-64 years. Facebook’s ad creation tool is the source of information on the Facebook audience, Michigan Facebook users aged 18-64 years. Facebook’s ad management tool breaks down ad campaign reach by sex and age groupings. All figures are rounded.
bMichigan population source: US Census Bureau – State and County QuickFacts. Data derived from Population Estimates, American Community Survey, Census of Population and Housing, State and County Housing Unit Estimates, County Business Patterns, Nonemployer Statistics, Economic Census, Survey of Business Owners, Building Permits. Last revised: Tuesday, December 1, 2015, 16:11:42 EST.
cFB: Facebook
dFacebook’s “Audience Insights” tool provides information about monthly active Facebook users who have liked a page, provided that the population of a given category is greater than 1000. The N and percentages in this category are presented as estimates because the N is variable over time, owing to changes in user activity.
eNR: not reported.