01 Mar

March 2014 – Facebook ad suggestions at Facebook use in Armenia, Azerbaijan, and Georgia

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This is an update to this post from January.

It is hard to know how many people in a country are using Facebook, but through Facebook’s Ad selling program, you can get some rounded information. The numbers they give are not exact, so these percentages displayed below are not accurate for the true number of users. THESE RESULTS MAY NOT ADD UP TO REASONABLE 100%S. I calculated everything from the actual population. So when it says 36% of Georgian women are X, I calculated from the population data from the World Bank. This isn’t SOLID information, but it does come FROM Facebook, so it is a little bit better than SocialBakers.

This is what it looks like to find out this information:


So, Armenia has 2,974,184 people, Azerbaijan 9,590,159 people, and Georgia 4,555,911 people total according to the World Bank and after I subtracted those age 0-14 (World Bank’s category, not mine) the populations are Armenia: 2,460,436; Azerbaijan: 7,419,487; Georgia: 3,855,233.

Facebook Ads says that this many people in each of those countries is a potential viewer of their ads (thus a Facebook user): Armenia: 580,000 (in January) 620,000 (in March); Azerbaijan: 1,320,000 (in January) 1,380,000 (in March); Georgia: 1,220,000 (in January) 1,280,000 (in March).

Thus, here are the percentages of the age 14+ populations of each country who are on Facebook:


Armenia: 25%
Azerbaijan: 19%
Georgia: 34%

So that is interesting, but let us look at gender differences (I took the direct gender population data from the age distribution tables – this is not 50/50, but more accurate).


Armenians and Georgians are evenly distributed gender-wise on Facebook. And Azerbaijanis, well, this gender difference isn’t surprising.


In terms of the balance of users, Armenians are fairly even, Georgians have a bit more women and you can see that about 2/3rds of Azerbaijanis on Facebook are men. Although this may seem shocking, this is much better than it has been in previous years.

A category that the World Bank uses is ages 15-24 and we know that 18% of Armenians and Azerbaijanis and 14% of Georgians are in that age range – I again used the raw numbers from the World Bank to calculate these.

Armenia Azerbaijan Georgia
ages 15-24 280000 780000 540000
male 15-24
500000 260000
% to pop 0.54032849 0.574409822 0.856504848
female 15-24 134000 280000 280000
% to pop 0.548320768 0.329550564 0.9054309690.905430969



Wow Georgia! Most Georgian young adults are on Facebook, no doubt about that. About half of Armenian young adults and for Azerbaijan 57% of male young adults and a third of female young adults.

I also looked at the 13-18 year old users on Facebook, but I can’t compare them to the total population of 13-18 year old males and females in these states because I don’t have the data from the WorldBank. But here are the raw numbers and the ratio of male to female.

Armenia Azerbaijan Georgia
ages 13-18 130000 300000 240000
male 13-18 66000 190000 116000
female 13-18 64000 110000 128000
male/female 1.03125 1.727272727 0.90625

And here are the raw numbers for 18+, which I can’t analyze by age category because I don’t have the WorldBank data to compare, and the ratio of male to female.

Armenia Azerbaijan Georgia
ages 18+ 520000 1180000 110000
male 18+ 260000 760000 500000
female 18+ 260000 420000 600000
male/female 1 1.80952381 0.833333333

Those ratios in Azerbaijan are notable.

For comparison, here’s Caucasus Barometer derived information from 2012.