Americans aged 42 and older are underrepresented in Facebook. Here is the data comparing recent US Census results with Facebook penetration by year (all indexed to 100). Note that Facebook bundles people 64 and older together. So did we for this graph for Census data, and that group was particularly underrepresented. Grandma and Grandpa may [...]

We’re helping many clients now by building custom models of what their audiences look like. It’s quite simple – we’ll model the converting user by matching to the data segments we have created and then be able to go and purchase other users that look the same. The idea is to compare the distribution of [...]

The raw numbers are impressive – Facebook has more than doubled since May 2009 in terms of its audience (as reported by the company) from 56 million or so to over 130 million. But there are also some important shifts within the numbers that will continue to help it become a frontline marketing and advertising [...]

Men are starting to use Facebook more, catching up in the demographic race with more active female users. Facebook has seen its self-reported user figures rocket up by around 22 percent in the last 146 days (10/29/2009 to 3/24/2010 were the days we examined). Men increased their numbers by roughly the same amount as women [...]