10 most used Social Media channels in Australia

The recently released 2015 Sensis Social Media report revealed that Australians, on average, own at least three Internet-enable devices: a laptop, a smartphone, and an Ipad or tablet. The survey, covering 1,100 businesses and 800 consumers, further discovered that nearly half of the consumers access social media channels on a daily basis.

With roughly 70 percent accessing their online social networks via their smartphones. which social media networks are rocking it in the Land Down Under? A closer look on the country’s social media scene reveals some interesting numbers!

Latest Facts and Figures of Australia’s Social Media Scene

The increasing number of tools and technology to track, collect, and analyse data has made it possible for the majority of businesses and organisations to employ data-driven tactics in their marketing strategies. Whether you’re an SMB proprietor or the head of marketing operations of a large corporation, knowledge of the following social media facts and statistics specific to Australia might just help you gain an advantage in your brand awareness efforts.

  • Forty nine percent of Australians use social media platforms at least once a day, with females and the young adults (18-29 years) as the most prolific social networking users. - 2015 Sensis Social Media report
  • The number of Australians accessing social media first thing in the morning has increased this year (up from 43 percent in 2014 to 45 percent in 2015). The start of the day and just before bed (41 percent) are the most popular times to check in. - 2015 Sensis Social Media report
  • The number of users who check their social media profiles and updates more than five times a day was at 24 percent, up by 5 percent from last year. - 2015 Sensis Social Media report
  • Nearly two-thirds of Australians have have social media accounts yet only a third of businesses and organisations have a clear social media engagement strategy. Half of the participating businesses in the survey admitted that they have invested in social media as part of their marketing efforts but had no idea of the exact amount they spent on their social media engagement efforts. - 2015 Sensis Social Media report
  • Over half of consumers who utilised social media to research products and services were convinced by online reviews and information, resulting in a purchase. - 2015 Sensis Social Media report
  • Social media activity outside the house such as in cafes and restaurants has risen this year from last year, up by 32 percent from 21 percent. - 2015 Sensis Social Media report
  • A whopping 95 percent of young Australians perceive that the Internet plays a crucial role in their lives. - 2013 Research Report by the Australian Communications and Media Authority

Leading Social Media Channels

Like the majority of the world, Facebook continues to dominate Australia’s social media scene. Based on Vivid Social’s Research Division report as of June 30, 2015, Facebook in Australia has 14 million monthly active users. Although these numbers reflect that Australians constitute at least 1 percent of the Facebook users all over the world, it is worth noting that Australia has an estimated population of 23.9 million. When you factor in such a figure, Facebook is undoubtedly occupying a huge chunk of the country’s social media landscape.

The folks at Social Media News Australia has provided the following list of top social media channels in the country as of June 2015:

  1. Facebook – 14,000,000 users
  2. YouTube – 13,800,000 UAVs (Unique Australian Views)
  3. – 5,700,000
  4. Instagram – 5,000,000 Monthly Active Australian Users
  5. Tumblr – 4,400,000
  6. LinkedIn – 3,600,000
  7. Blogspot – 2,750,000
  8. Twitter – 2,791,300 Active Australian Users
  9. WhatsApp – 2,400,000 Active Australian Users
  10. TripAdvisor – 2,150,000

Tinder, Pinterest, and Google Plus ranked 12th, 15th, and 18th respectively. The Social Media News Australia report further brought up that Facebook, Instagram, and Snapchat (ranked 11th) were the top three channels that experienced consistent user growth. In fact, Snapchat has gained 1 million active subscribers in the country over the past year.

Andrew Hutchinson, reported in this recent Hootsuite post that Instagram has increased its number of Australian active users up to 200 percent since 2013. Interestingly, Twitter has not caught up that much for the past year in the country. The same decline in Twitter activity among Australians was noted in the recent Sensis Social Media report.

Finally, Hutchinson also pointed out that an average Australian social media user spends roughly 8.5 hours per week on the top social media channels with Pinterest dominating the total amount of time spent on each channel (17.9 minutes per visit).

Marketers Are Still Not Getting It

Referencing on their recent report that only a third of the country’s businesses have a clear social media marketing strategy (and only 25 percent of these businesses using social media are able to measure their Return of Investment), Sensis General Manager for Digital Products Evan Ravensdale emphasised that business proprietors and marketing specialists are missing a lot of what social media can do to boost product sales and awareness.

While it’s perfectly clear that the number of social media users have tremendously grown over the past year, the number of businesses adopting social media channels in building brand awareness and boosting customer engagement in the Land Down Under is quite low. Generally, it looks like Australian business owners are not maximising the opportunities presented by social media.

Are you a business owner or marketing officer? We’d love to hear about your experience with social media marketing below!

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About the Author


Kyjean Tomboc

About Kyjean Tomboc

Kyjean likes to think of herself as an online content machine but her love for all things feline makes her human after all! She writes mainly about health, science, social media, and online content marketing. If she’s not writing, she’s either scaling mountains or taming tardigrades. Follow her tardigrade taming attempts at Twitter - @autodidactikai


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