Inside Network Research Report: 27% of Facebook Audience In India Are Female; Ad Rates Only 1% Higher Than Males

Last week, we announced the launch of Inside Network Research, our new subscription service dedicated to providing monthly research reports. What follows is data excerpted from Trends in Facebook Audience and Ad Market, the first report in our new service.

An area of particular focus in this report is nuances in the value of a demographic segment, particularly in emerging markets such India where Facebook’s audience is experiencing 84% growth year-over-year to make it the platform’s third-largest audience in 2012. Despite the U.S. audience being more than three times the size of India, India’s Facebook ad rates are 63% lower than the U.S.

The general Facebook advertising rule of thumb is that ad rates for females are higher than for males, especially in the western market. There is more demand for the female consumer, especially on the Facebook platform, which drives up rates. In most top markets, this holds true; female ad rates are 8% higher in the U.S. India, however, tells a different story: Its female audience makes up 27% of the country’s Facebook audience, yet female ad rates are only 1% higher than for males.

We also see differences in how India’s age demographics impact Facebook ad rates. In the U.S., ad rates for older age groups are higher due to the size of audience and demand of older age groups. In India, we do see an increase in ad rates for older age groups, but we find it to be inconsistent with the increase found in older age groups in the U.S. audience. This despite the fact that India skews younger, with 87% of the country’s audience under 34 years old.

The above chart compares ad rate differences in the 13- to 17-year-old age group in each market.

The still early adoption of Facebook in India is likely a top factor in demographic ad rate shifts. We also expect to see a ceiling to what advertisers are willing to pay in the market.  Volume will be a key factor with 84% year-over-year growth; India is definitely a market to keep an eye on in the coming months and years as Facebook reconciles ad value and demand for the region.

If you have any comments about this topic, we’d be interested in your thoughts. Feel free to email us at mail (at)

To read more of Trends in Facebook Audience & Ad Market, download an excerpt of the report here. If you’re interested in obtaining a full copy, a particular report in the Inside Network Research series, or subscribing to Inside Network Research, contact Kieran Barr, our VP of Sales and Social Media Research, at kieran.barr (at)

Tumblr Marketing

Mediabistro Course

Tumblr Marketing

Starting December 1, learn how to market using the most popular visual blog! In this course, you’ll learn how to develop a strategy for your own Tumblr account, get people to read and share your content, and integrate your marketing efforts with other social platforms. Register now!


Leave a Reply

One Response to “Inside Network Research Report: 27% of Facebook Audience In India Are Female; Ad Rates Only 1% Higher Than Males”

  1. Marketing to Women: Falling Out of Love with Facebook? « The Lipstick Economy says:

    [...] the average to have been influenced by a Facebook impression to make a purchase. Data from a new Inside Network Research report indicates that this demographic makes up 44% of Facebook’s US [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media and Online Assistant

Education Management
Chester, PA

Web Content Creator

John Paul Mitchell Systems
Los Angeles, CA

Social Media Specialist

Penske Media Corp.
Los Angeles, CA

Director of Marketing

Broadway Across America
Baltimore, MD

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us