More than half of New Zealand's Facebook population are fans of the All Blacks page - far exceeding the popularity of any other New Zealand brand.
The All Blacks page has 1,921,874 fans. The New Zealand 100% pure page is the closest contender, with 666,574 fans.
Meanwhile, New Zealanders interest in the site does not appear to be faltering, with 113,980 new logins created in the past six months, according to data compiled by socialbakers.com.
There are almost 2,288,460 Kiwis with a Facebook page.
However, while the general popularity is still on the up, users aged between 18 to 24 appear to be leaving the site, with about 2500 logging off in the past month.
The 18 to 24 age group still makes up the largest demographic though, with 537,460 users.
At the other end of the age spectrum, those aged over 65 are growing more used to social media, with about 2500 creating new logins in the past month.
The number of New Zealanders with Facebook equates to 53.82 per cent of the population, or 63.12 per cent of the online population.
New Zealand's use of the site sits slightly below the United States, where it's used by about 53.97 per cent of its population.
The third most popular New Zealand brand on Facebook is 5 Gum, with 498,510 likes, followed by NRL - National Rugby League with 485,573 likes and The Naked And Famous with 410,279 likes.
Top celebrity page - The Naked and Famous, 410,279 likes
Top entertainment page - Shortland Street, 284,896 likes
Top media page - Four, 123,890 likes
Top politics page - John Key, 78,503 likes
Top place - SkyCity Auckland, 24,815 likes