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Based off a survey done by GWI, we can roughly estimate that there is about 21 million active social media users in Australia, which represents about 81% of the population. While the penetration rate is relatively higher than that of the US, it’s still shy from the advanced economy in the same region. New Zealand for example, has a penetration rate of almost 90%.
However, more important to how many people are using social media is what they are doing on the platform. After the pandemic, Australian social media usage is evolving, with a growing number of people using it to make purchases. According to a study by eMarketer, approximately 30.3% of internet users in Australia are using social media platforms to buy goods and services in 2021, making it the country with the 3rd highest adoption rate of social commerce globally. They also expect the number to continue to grow to 32.3% in 2024.
One interesting survey has also found many Australia (62%) will trust a brand more if they are actively and positively engaging on social media with their customers. In the same survey published by Sensis, we also find there are only 47% of small businesses active on social media , which is much lower than 80-90% of many western countries.
There is a significant variation in social media user behavior among different age groups. According to a survey conducted by Deloitte Australia, which explores audience behaviors, attitudes, and trends in digital media, both millennials and Gen Z prioritize browsing social media as one of their top three home activities. However, this figure substantially decreases for Gen X and older generations. The survey also reveals that social media is playing an increasingly dominant role in the lives of many Australians. In fact, a staggering 68% of respondents find engaging with friends and family on social media as rewarding as interacting with them in real life.
Given the latest survey available, in Australia there are about 21.2 million active social media users (Log in at least once in a month) in 2022. This is about 82.7 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 4.6 %.
In Australia, Meta-owned social media platforms continue to dominate, with Facebook boasting the largest user base. As of December 2022, an estimated 79.2% of Australians actively use the platform. Although TikTok has experienced significant growth in recent years, its expansion has been slower compared to other economies in the region.
When it comes to interest rates, TikTok still trails behind Facebook and Instagram in Australia, representing roughly a third of Instagram’s rate and only a tenth of Facebook’s. Additionally, the federal government banned the use of TikTok on its devices in April, sparking concerns among marketers and users about the platform’s long-term prospects.
Interestingly, a unique study conducted by TikTok in Australia revealed that its user numbers and engagement dropped when the platform limited access to popular music for certain users. This finding underscores the importance of music on TikTok, at least within the Australian market.
However in 2023, TikTok continues to reign as the leading social media platform for Gen Z, with YouTube and Instagram following closely behind. This trend can be mainly attributed to the fierce competition in the realm of short-form video content among major players. On average, Gen Z devotes approximately 8.1 hours to watching videos on social media platforms. In contrast, Millennials and Gen X spend less time on it, with averages of 4.7 hours and 2.6 hours, respectively. Nevertheless, it is worth noting that these figures are steadily increasing among age group other than Gen Z.
With the latest data published in January 2023, we can see that at the growth rate of 1.05%, there is now around 20.54 million Facebook users in Australia . With male users account for around 46.54% and female users account for around 53.46%.
With the latest data published in January 2023, we can see that at the growth rate of 1.13%, there is now around 12.52 million Instagram users in Australia . With male users account for around 43.92% and female users account for around 56.08%.
With the latest data published in January 2023, we can see that at the growth rate of 1.13%, there is now around 8.1 million TikTok users in Australia . With male users account for around 0.444 and female users account for around 0.556.
With the latest data published in January 2023, we can see that at the growth rate of 1.07x, there is now around 13.59 million LinkedIn users in Australia.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
