Social Media in Australia - 2023 Stats & Platform Trends

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.