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social media statistics Australia

Social Media Statistics for Australia (Updated July 2021)

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No business can afford to ignore social media as part of its marketing mix. But, unless you are a global multinational, it is also impossible to effectively manage all of the social media networks that are on offer.

To be most effective, companies and their marketing agencies should look to be active in two or, at most, three networks and distribute their content marketing assets in a focused way. This allows you to become proficient in the nuances of the those platforms and maximise results.

The difficulty for Australian organisations is understanding the nuances of which social media channels are most effective and active locally. Typically the published social media statistics focus on a United States or global centric view of the data.

This post collates Australian social media statistics from across a wide variety of sources. We have then analysed those statistics to provide recommendations to for businesses on which platform are most effective in different use cases.

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Overall Australian Social Media Statistics

In general, Australians are reasonably avid consumers of social media. At least as avid as the US market, but not as active as some Asian countries.

Australian Social Media Account Statistics

  • In January 2021, 20.5 million Australians, were active users of social media. That’s 79.9% of the overall Australian population with with social media accounts. (Source)
  • In demographic terms, 96.4% of Australian internet users between 16 and 64 accessed a social media network or messaging service in December 2020. (Source).
  • 79.9%, down from 85% in 2020, of the eligible (age 13+) Australian population have active social media accounts (Source, Source)
  • Active Social Media user numbers are not growing in Australia (Source). This may be because social media use is, basically, at saturation point.
  • YouTube (78.2%) and Facebook (77.7%) are tied for the most popular social media platform in Australia. (Source)
  • 33% of Australians state they use Social Media when looking for information about a brand. (Source)
  • 98% of Australian users access social media via a mobile device. (Source)
  • There are ~1.26 mobile connections for every man, woman and child in Australia . (Source, Analysis by Genroe)
  • Australians spend an average of 1 hour 48 minutes per day on social media, and is flat over the last 12 months (1Q2020->1Q2021). (Source)
  • Australian’s have one of the lowest number of social media accounts per person in the world (and average of just 7.2 per person. This should be compared to Japan (3.5) and India (10.0.) (Source, Source)
  • 52% of Australian’s use Social Media as a source of news. This is just below the worldwide average of 55% (Source, Analysis: Genroe)
  • 30% more Australians trust their social media news sources than those in the USA but only 73% as many Australians trust their social media news sources than those in The Netherlands. (Source, Analysis: Genroe)
  • Australians are concerned about real or fake online news at about the same rate as those in the United States. (Source, Analysis: Genroe)

Australian Social Media Usage by Age

Australians are avid users of Social Media. As might be expected younger people are more likely to use social media.

Australian Social Media Usage by Age and Gender (Number of Users) (Source, Analysis by Genroe)

However, when overall population dynamics are included the over representation of younger users in social media usage is much more muted. It’s really only at age 65+ that usage drops off dramatically as a proportion of overall population.

Australian Social Media Use By Age – Over/Under Representation Versus the General Population
(Source, Source, Analysis by Genroe)

Australian Social Media Average time on Site and Traffic Ranks

It’s not surprising that social media sites are some of the most commonly accessed in Australia. Below is an analysis of traffic rank Vs the average daily site visit time.

Of course, higher trafficked sites with longer visit times are of most interest to companies wishing to leverage marketing opportunities.

There are several items of particular note in this analysis:

  • Youtube, not normally considered a social media site has a long dwell time and offers good opportunities for B2B marketers.
  • Reddit, also has a very high traffic (5th most trafficked site in Australia) and dwell time and may present good opportunities for marketers.
  • LinkedIn, while not being the highest traffic site, has a respectable dwell time of high value B2B users.
  • Between January 2020 to July 2020, Twitter fell out of the top 50 most trafficked sites in Australia. Twitter does not have the same influence in Australia as it does in other geographies. (Source. Analysis by Genroe)
  • In Australia in July 2021 the daily average time on site for the top 5 social media networks is:
    • Youtube: 19 minutes 10 seconds per day (up 7.9% in the last 90 days)
    • Facebook: 18 minutes 40 seconds per day (up 11 seconds in the last 90 days)
    • Reddit: 5 minutes 54 seconds per day (down 18 seconds in the last 90 days)
    • Instagram: 8 minutes 51 seconds per day (up 4 seconds in the last 90 days)
    • LinkedIn: 11 minutes 07 seconds per day (up 19 seconds in the last 90 days)
      (Source. Analysis by Genroe)
  • The 5 most used social media sites in Australia are:
    1. Facebook (90.31% of >13 years olds used in May 2021)
    2. Youtube (87% of >13 years olds used in May 2021)
    3. Instagram (47.81% of >13 years olds used in May 2021)
    4. LinkedIn (34.53 of >13 years olds used in May 2021)
    5. Twitter (30.81% of >13 years olds used in May 2021)
      (Source Analysis by Genroe)
Source. Analysis by Genroe

Australian Social Media Advertising Statistics

  • Australian digital advertising grew by an enormous 25.8% to the end of first quarter 2021. This is around 2.5 times the expected global spend growth, which is expected to be 10.6%. (Source, Source, Analysis: Genroe).
  • Australia is estimated to be the 5th largest Social Media Advertising market in the world. (Source)
  • Australia’s total Social Media Advertising market size is estimated to be USD 1,999 in 2020.(Source)
  • Australia’s total Social Media Advertising market size is forecast to grow to USD 2,718m by 2024.(Source)

Social media platforms ebb and flow over time – when was the last time you logged into your myspace account?

Investing in a platform it is important to identify which platforms your potential customers use, which are growing and which shrinking. This allows you to invest your time wisely for the longer term.

Below are the eligible audience reaches as a percentage of the total Australian population, (13+) for each of the major networks

It’s no surprise that Facebook and Instagram have the high overall reaches. What may be a surprise is that LinkedIn comes in with a solid 34% of the Australia market.

Source, Analysis by Genroe

Unfortunately there are no locally available data on social media advertising fees for Australia but the following global statistics provide an effective ready reckoner on what to expect on a relative basis.

What is clear here is the predominately B2B network (LinkedIn) has much higher cost per click rates AND much lower click through rates. This generally equates with the value per sale being higher in B2B marketing and the cost per lead being acceptably higher.

Source Source Analysis by Genroe
1Q 2020 Social Media Advertising Click Through Rate
Source. Analysis by Genroe

Key Australian Facebook Facts

  • Facebook is Australia’s most popular social network (16-64 years olds) with 66%, or 16 million, Australians using Facebook on a monthly basis. This is steady on the previous period (Source, Analysis by Genroe)
  • Facebook is Australia’s 3rd highest trafficked site after Google and YouTube. (Source)
  • Australia Facebook users are the fourth most active “Likers” in the world an average of 15 likes per month vs the global average of 12. (Source, Analysis: Genroe)
  • Australia Facebook users are equal 6th most active “commenters” in the world an average of 8 comments per month vs the global average of just 5. This has declined in the last 12 months by 1 comment per month (Source, Analysis: Genroe)
  • Visitors spend an average of 18 min 49 secs and view 8.29 pages per day on Facebook (Apr-Jun 2020, (Source)

Australian Facebook Demographics

While users skew to the 25-34 age group, there are more than 1.9 million Facebook users over 65 in Australia (Facebook data analysis by Genroe)

AgeNumber of Users
13-17 years old820,000
18-24 years old4,000,000
25-34 years old5,100,000
35-44 years old3,900,000
45-54 years old2,900,000
55-64 years old2,100,000
65+ years old1,900,000
Australian Facebooks Demographics (Age) (Facebook data analysis by Genroe)
Australian Facebooks Demographics (Age) (Facebook data analysis by Genroe)

Australian Facebook Advertising Statistics

  • Total audience (aged 13+): 18 million (Facebook data analysis by Genroe)
  • Australia Facebook users are some of the most active advert clickers in the world an average of 22 adverts clicked per month vs the global average of 12. This is in the top 8% of countries globally. (Source, Analysis: Genroe)
  • Facebook has an estimated 80% market share of the Australian Social Media Advertising market. (Source)

Facebook Australian Advertising Audience By Education

  • University Graduate: 5.1 million (Source)

Facebook Advertising Costs and Conversion Rates Q3 2020 (Global)

  • Average Cost per Click: USD0.39 (Source)
  • Lead gen cost per complete:USD0.67 (Source)

Key Australian LinkedIn Facts

  • LinkedIn is Australia’s premier B2B Social Media platform.
  • Visitors spend an average of 10 min 42 secs and view 8.52 pages per day on LinkedIn (December 2020, Source)
  • 59% of LinkedIn Users return fewer than 3 times a week. (Source)
  • LinkedIn has an estimated 5% market share of the Australian Social Media Advertising market. (Source)

The implication for B2B business using LinkedIn is that they need to post new content several times a week to ensure that it gets in front of the majority of uses in the infrequent number of times they visit the site.

linkedin-australian-daily-usage-statistics
Share of LinkedIn Users In Australia by Frequency of Use, April 2018 (Source)
Average number of LinkedIn contacts in Australia as of April 2018, by age group (Source)

Australian LinkedIn Advertising Statistics

  • Total audience: 60.7% of the population in January 2021 (Source)
  • LinkedIn is one of only three major global social network where Australia ranks in the top 20 countries for advertising reach.(Source, Analysis: Genroe)
  • Australia is the 12 largest LinkedIn advertising reach market in the world. (Source, Analysis: Genroe)

LinkedIn Australian Advertising Audience By Seniority

High level individuals (Partner, Owner, Director, CXO, VP)1.4 million
Middle Management (Managers, Senior staff)3 million
Junior (Unpaid, training, entry level)2.8 million
LinkedIn Advertising Audience By Position Seniority (Source: LinkedIn, Data Analysis by Genroe)

Note that numbers will not add to 11 million as data not available on all users.

LinkedIn Australian Advertising Audience By Company Size

Micro-Companies (up to 10 employees)600,000 individuals
SMEs (11 to 200 employees)1,300,000 individuals
Corporate (201-1000 employees)770,000 individuals
Enterprise (1001+ employees)2,300,000 individuals
LinkedIn Advertising Audience By Position Seniority (Source: LinkedIn, Data Analysis by Genroe)

Note that numbers will not add to 11 million as data not available on all users.

LinkedIn Advertising Costs and Conversion Rates Q2 2021 (Global)

  • Average Cost per Click: USD5.58
    • Senior decision-makers: $6.40
    • Junior employees: $4.40
  • Average Cost per Thousand impressions (CPM): USD33.80
  • Global Cost per Lead ranges from $15 to $350
  • Linkedin Lead gen form completion rate benchmark: 10%
  • Average Click Through Rate for APAC: 0.8%

(Source)

Key Australian Instagram Advertising Statistics

  • Total Australian Instagram audience reach is: 11 million or 51.6% of the population aged 13+ (Source)
  • 56.5% of Instagram users are Female and 43.5% are male. (Source)

Key Australian Snapchat Advertising Statistics

  • Total Australian snapchat advertising audience reach is: 6.80 million, up 50,000 (1%) in the last 12 months (Source)
  • Australia has the 17th largest Snapchat advertising audience reach market in the world. Down two spots in the last 12 months. (Source, Analysis: Genroe)
  • Snapchat is one of only three major global social networks where Australia ranks in the top 20 countries for advertising reach.(Source, Analysis: Genroe)
  • Snapchat has an estimated 5% market share of the Australian Social Media Advertising market. (Source)

Key Australian Twitter Advertising Statistics

  • Australia is not in the top 20 Twitter advertising audience reach markets in the world. (Source, Analysis: Genroe)
  • Total Australian Twitter advertising audience reach is 2.9 million or 13.6% of the population aged 13+ (Source)
  • From January 2020 to July 2020 Twitter fell out of the top 50 most trafficked sites in Australia. Twitter does not have the same influence in Australia as it does in other geographies.
  • Twitter has an estimated 5% market share of the Australian Social Media Advertising market. (Source)

Key Australian Pinterest Advertising Statistics

  • Total Australian Pinterest advertising audience reach has fallen 500k (7%) to 4.30m in 18 months to January 2021 (Source, Source, Source, Analysis: Genroe)
  • Australia has the 9th largest Pinterest advertising audience reach market in the world. This has fallen 1one place in the last 12 months. (Source, Source, Analysis: Genroe)
  • Pinterest is one of only three major global social networks where Australia ranks in the top 20 countries for advertising reach.(Source, Analysis: Genroe)

Source List

Source 1: The Global State of Digital 2021

Source 2: Digital 2021- Australia

Source 3: The Global State of Digital 2020

Source 4: Digital 2020: October Global Snapshot

Source 5: Social media marketing trends in 2021

Source 6: Speedtest Global Index

Source 7: Alexa – Top Sites In Australia

Source 8: Understanding Facebook Ads Cost: 2019 & 2020 Benchmarks

Source 9: Share of LinkedIn users in Australia as as of April 2018, by frequency of use

Source 10: Regional population by age and sex

We've put together a detailed eBook on creating an effective buyer persona:  Download Now

Last Updated 1 July 2021

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