Social Media in Australia: Statistics and Insights for 2024

Social media in Australia, like almost everywhere on the globe, tells the story of current pop culture and the changing ways that people interact, online and offline. The immense information available to all active social media users emphasises the importance of capturing attention within seconds.

In 2024, social media continues to play a pivotal part in digital marketing and brand loyalty in Australia. It also serves as a platform for personal expression and brand building. In today’s competitive environment, businesses should prioritize influencer marketing and use social media platforms such as TikTok to showcase local content.

Recognising these trends is essential for any organisation aiming to establish a foothold in Australia’s social media scene, considering the continuously expanding online space where individuals extend their lives virtually.

Understanding how Australia is portrayed on social media can help businesses and content creators shape their campaigns to reach their target audience. Basic information about the Australian population can also help in deciding which social media platforms to use and how they impact engagement with content.

We can pave the way for strategic decisions in this data-driven era by thoroughly analysing the numbers, which unveil the essence of Australia’s social media statistics in 2024.

General Social Media Statistics in Australia

The current use of social media in Australia shows the need to study changes in how people use social media. As we get closer to 2024, we can see big changes in social media use. In Australia, 25.21 million people are online, which is 94.9% of the population. There are 20.80 million social media users in Australia, making up 78.3% of the population.

This number has gone down by 2.3% from last year. Also, there are 33.59 million mobile connections, which is more than the total population, showing that mobile technology is widely used by people in Australia and around the world, no matter how old they are.

Internet Usage Statistics in Australia

Australia has seen a consistent increase in digital integration, as shown by key internet usage statistics providing insights into users’ online behaviours. Presently, 25.21 million Australians, which accounts for 94.9% of the total population, have internet access.

This level of internet adoption in Australia exceeds the global average by a significant 143.4 index points, highlighting its position in comparison to the rest of the world. 

The use of the internet on mobile phones has gone up a lot, with 94.1% of users using smartphones for this purpose. Although the total number of internet users has grown by only 1.0% each year, the main change is the increased frequency of daily usage.

Australians are spending increasing amounts of time on the internet, averaging 6 hours and 14 minutes daily. This signifies a 6.5% increase from the previous year, resulting in an additional 22 minutes of internet usage daily.

Mobile phones have emerged as the main gateway to the digital world, with 94.1% of internet users aged 16 to 64 utilising them. This marks a 10.2% rise from the previous year, signifying an increasing inclination towards mobile-centric internet experiences. In Australia, 92.4% of individuals in this demographic utilise smartphones.

It’s noteworthy to observe the rising popularity of smart home devices in Australia, indicating a 29.5% surge in usage. This indicates a growing interest among Australians in the idea of connected living spaces. Despite the rapid pace of technological advancements, it’s remarkable to see a 3.0% increase in internet usage on laptops and desktops. A significant 79.7% of Australian internet users continue to depend on these conventional devices to access the online world.

According to data, 74.3% of Australians use the internet to find information, 68% use it to research how to do things, and 66.7% use it to stay in touch with friends and family. This data shows the internet’s versatility as a tool for knowledge, learning, and connection.

Social Media Usage Statistics in Australia

In 2024, 28 million Australians, which accounts for 78.3% of the total population, are actively involved in social media. This shows how important social networks are for Australians’ online activities and how Australians are changing the way they present themselves online in Australia’s digital world.

Recent data shows that in Australia, there are 500,000 fewer social media users compared to last year, a decrease of 2.3%. The average time spent on social media per day has also dropped by 13 minutes, now totalling 1 hour and 51 minutes. These changes suggest that Australians may be becoming more selective about the content they engage with on social media.

The number of male and female users in social media is almost equal, with 49.3% and 50.7%, respectively. Australians use an average of 6.1 social platforms monthly, despite a slight decrease in the number of users and their time spent on social media.

Since the early days of the Internet, people have been using social media for communication. However, it wasn’t until later that businesses in Australia began actively exploring how this phenomenon could benefit their social media marketing efforts. 

Main Motives for Using Social Media in Australia

A survey of Australians aged 16 to 64 shows that most use social media to stay connected with friends and family (59%) and for entertainment during leisure time (44.4%). This emphasizes the important role of social media in maintaining relationships across distances and its significance as a widely favoured form of entertainment in our daily lives.

A significant number of users, 28.6%, seek out articles and videos for entertainment, while 26.7% turn to social media for inspiration on activities and purchases. This underscores the influence of social media on consumer behaviour and the importance of businesses comprehending their target audience.

Now that we understand these insights about why people in Oz use social media, from staying connected with friends to researching before a major purchase, we can say for sure that social media has a major influence on modern Australian life.

Most Used Social Media in Australia

In 2024, Facebook remains the most popular social media platform in Australia. Nearly 8 out of 10 people aged 16 to 64 use it every month. Facebook Messenger is also very popular, used by almost 7 out of 10 people in this age group. Instagram is next, capturing the attention of about 6 out of 10 users. It’s especially popular with younger people because they can find interesting content and message their friends all in one app. Additionally, WhatsApp and TikTok are also becoming more popular in Australia, with about 4 out of 10 people using them.

The continued popularity of Facebook keeps it in the spotlight for marketers looking to reach a wide audience. Ads on the platform reach 16.65 million Australians, which represents 62.7% of the entire population and 66% of all internet users. This demonstrates how effective advertising on social media is in reaching a large audience.

The ad reach of the platform has increased by 11.7% compared to last year, offering marketers an additional 1.8 million potential users to reach. This growth showcases Facebook’s effectiveness in connecting advertisers with a large and engaged audience, establishing it as a vital tool in digital marketing strategies. With its high engagement and extensive reach, Facebook has kept its place as the most popular social media platform in Australia.  

In terms of average time Austalians spend on social media, TikTok is the undisputed most popular social media. According to recent data, social media users in Australia dedicate approximately 42 hours and 13 minutes per month to TikTok, which is nearly twice the amount of time spent on YouTube and Facebook.

TikTok has quickly become one of the most popular platform for advertising, much like Facebook. It now reaches nearly 10 million adults in Australia, which is a 17% increase from the previous year. This growth, along with increased app downloads and consumer spending, shows that TikTok is gaining ground in Australia’s social media scene, despite being used only about half as often as Facebook.

TikTok’s capacity to engage a wide audience is demonstrated by the duration users spend on the app and the platform’s advertising reach. The advertising reach grew by 3% compared to the previous quarter, adding 281 thousand potential new viewers for advertisers. Consequently, TikTok has emerged as a digital engagement powerhouse in Australia, showcasing its popularity and ability to link marketers with an ever-changing audience.

Social Media Usage Statistics In Australia by Platform

As mentioned before, Facebook is still the most popular platform in Australia, with 24.2% of users hooked on the app, followed by Instagram at 19%. After that stands TikTok, with 12% of social media users engaging with it, whereas Facebook Messenger is behind TikTok, with 8.8% of users engaging with it. Instagram stands out in this list because of its balance between its popularity and its increase in interaction and reach.

Instagram is the top platform for 3 out of 5 internet users. They spend an average of 11 hours and 46 minutes on the platform every month. Usage has gone up by 20% in the past year. The potential reach for Instagram ads is almost 14 million, making it the social media platform with the largest potential reach in Australia.

Check out the latest mobile games available for your phone in Australia!

On top of being the most popular media platform in Australia, Facebook maintained its position as the main source of web traffic referrals. It’s responsible for 65% of traffic routed to third-party websites. This data demonstrated how Facebook still manages to be an effective tool for marketing even though it is not the most popular social media among the younger generations.

Facebook’s large number of users is the main reason it gets so many people to visit websites. Many Australians social media users use Facebook, and businesses use it to get more attention online. Facebook is a big part of social media in Australia. The fact that it brings so many people to websites shows that it does a good job of keeping users interested.

Social Media Usage Statistics  in Australia by Age

The 2024 demographic breakdown of Meta’s Messenger, Instagram, and Facebook ad audience offers valuable insights into the most engaged Australian user demographics through online ads. Among females in Australia, the age group with the highest percentage of users is 25–34 (12.7%), followed by 18–24 (10.5%) and 35–44 (10.0%).

Similarly, for men, the 25–34 age group has the highest percentage (12.7%), followed by 18–24 (9.5%) and 35–44 (9.0%). Advertisers looking to engage with an active audience can focus on these age groups, as they represent the most involved social media users.

The 25-34 age group, including both men and women, is very active on social media, which makes them an ideal target for digital marketing campaigns. They use social media easily in their daily lives for communication, learning, and entertainment. Targeting this group gives marketers an advantage in Australia’s digital world. Using tools to track social media demographics, such as age and gender, helps digital marketing professionals in Australia do this task well.

Mobile Usage Statistics in Australia

Australia has a total of 33.59 million cellular mobile connections, which is 126.4% of the population. This suggests that Australians have multiple mobile connections. Australia’s cellular mobile connections have seen a 1.5% year-over-year growth, adding a total of 502,000 new connections, all of which are broadband, encompassing 3G, 4G, and 5G networks. This indicates Australia’s dedication to delivering modern digital infrastructure to fulfill the population’s connection needs, contributing to the ongoing expansion of mobile usage in the country.

The recent developments underscore the potential for businesses in the app development sector, showcasing the increasing incorporation of mobile technology into everyday routines. Firms have capitalised on the steady rise in smartphone usage by producing engaging content and delivering outstanding in-app experiences.

Australian businesses can benefit from investing in social media monitoring tools to understand their target audience’s mobile usage. Identifying the most effective social media ads for generating engagement is crucial for making resource allocation decisions. This targeted approach helps sustain a steady customer stream over time.

Learn how to maximise your earnings with the power of AI technology in our detaliled article

Companies can take advantage of the amounts of cellular mobile connections by using targeted posts backed by strong social media statistics. As of 2024, Australians spent an average of 3 hours and 22 minutes per day using their cell phones. Categorising this mobile usage allows for an analysis of the time spent on different applications.

Entertainment apps are the most popular on smartphones, making up 35.7% of total usage, which is about 1 hour and 12 minutes every day. Social networking apps come next, with about 1 hour and 7 minutes of use per day, accounting for 32.9% of all phone use.

Productivity and utility apps are used for roughly 30 minutes daily, making up 15.1% of smartphone time. Mobile games account for 8.9% of users’ time, approximately 18 minutes per day. Browsing and search engines take up 13.3 minutes, or 6.3% of total usage. The remaining 7.3% of time, approximately 15 minutes, is spent on other uses, such as shopping apps.

The increased consumer spending and number of downloaded mobile apps in Australia indicate the evolving habits of Australians, encompassing social media, entertainment, work, and research. This successful adaptation of businesses capitalises on the surge in mobile use. 

In the past year, there were 38 million more app downloads, which is a 4.8% increase, totaling 827.7 million downloads. In Australia, spending on in-app purchases and mobile apps went up by 8.8% to $2.60 billion, an increase of $211 million. This rise in spending shows that people are more engaged with mobile apps and that companies are providing valuable in-app experiences and content that people are willing to pay for.

Australia’s Ecommerce Statistics

The E-Commerce market has grown a lot over the years, offering new things to buy, better service, and reaching new customers. In Australia, people spent a lot on fashion – $7.7 billion, a 14.8% increase since 2023. The fashion industry has been a top spender in Australia for online shopping.

Next on the list in Australia’s spending on E-commerce are electronics, which summed up to $6.39 billion, reflecting a tech-driven nation and a growth 7.2% from 2023. Food and beverages categories ranked among the top e-commerce categories in Australia. They accumulated a total spending of $3.38 billion, indicating a 7.6% increase in year-on-year expenditure.

Additionally, the beverages category reached $4.30 billion, demonstrating a 5.7% year-on-year increase. Australians persist in relishing a diverse range of conveniently obtainable consumable items that are delivered directly to their doorsteps.

The furniture category, one of the top five, represents a consumer expenditure of $1.95 billion and experiences the highest percentage growth of 21.9% across all categories. This reflects an increasing interest in home comfort and aesthetics. Customers are demonstrating a preference for home life, style, and tech, illustrating the dynamic and bustling nature of e-commerce in Australia.

The online shopping industry has grown quickly because it has become easier and cheaper to shop online. Free delivery is the main reason people decide to buy things online, with 66.5% of customers saying it influences their decisions the most. Also, being able to shop for everything from groceries to clothing without leaving the house helps people save both time and money.

40.7% of Australian online shoppers prefer using coupons and discounts to save money. This is especially important now, as prices fluctuate due to economic factors. Customers can get the most out of their money when shopping online by using these coupons.

The online shopping experience can be challenging as customers cannot physically see the products. This is why 39.3% of customers consider an easy return process crucial. It provides reassurance that they can return items easily if dissatisfied or if the descriptions are inaccurate. In Australia, free delivery, coupons and discounts, and a hassle-free returns policy are the top factors driving online purchases.

Discover the Best Editing Apps for Creating Social Media Content

Digital Marketing Statistics in Australia

The article talks about the growing investment in digital advertising in the Australian market. It emphasizes the shift to digital advertising channels and the competition for brand recognition and consumer engagement on digital platforms. Businesses are realizing the impact of digital marketing, with most advertising spending now focused online. Currently, 72.4% of total advertisements are online, showing a clear digital-first marketing approach, with the ad budget reaching $18.58 billion.

Businesses are spending $862 million more on digital advertising, a 6.8% increase. They are using digital platforms such as search and social media to reach their audiences. Digital advertising can accurately target specific demographics, and more people are online, making businesses more confident in the effectiveness of digital marketing.

Australia’s evolving consumer behaviour necessitates a more focused and data-informed advertising approach. The decision to invest in digital advertising directly stems from this shift.

Discover 15 Exclusive Websites to Earn Money Online

Three kinds of online ads have grown a lot in Australia: Digital audio ads, which are played on popular music and podcast platforms, have gone up by 18.2% to $130 million in the last year. It’s important for companies to put their ads in the right places on interesting podcasts and playlists that their target customers like. The ads work better when they are matched with the right content.

Businesses are finding increasing value in influencer advertising to leverage the trust and engagement influencers have cultivated with their followers. Indeed, spending on influencer advertising has risen by 15.0% to $460 million over the past year. Marketers appreciate influencer ads for their personalised and authentic nature, enabling profound connections with individuals. Companies should conduct comprehensive research and assessment of their influencer marketing strategies.

Expenditure on digital video advertising, like ads on platforms such as YouTube, increased by 10.3% to $3.22 billion last year. With the ever growing popularity of video content on social media, it’s crucial for these ads to grab attention and prevent viewers from skipping them. In an environment where viewers quickly move on to the next video, how these ads are created is very important. Using social media monitoring to tailor content for different customer groups can enhance the effectiveness of businesses’ marketing efforts.

In an era dominated by online presence, social media fatigue has emerged as a notable concern. It’s essential to customise your ads to resonate with your audience, both in terms of messaging and brand representatives. 

What’s Ahead for Social Media in Australia?

As social media continues to tighten its hold on our daily communication, it’s crucial for marketers to stay updated with statistics and understand Australia’s social media usage by age. You can create a beautiful campaign, but if no one on TikTok is interested, they won’t sign up for your nursing home. You must know where and who you are selling also on social media campaigns. 

By improving your marketing skills and using accurate data, you can benefit from the large amount of money Australians spend on online shopping. Whether you want to start a small business or pursue a career, the increasing importance of online shopping in the global economy offers opportunities for everyone.