The Social

Social Media in Australia - 2023 Stats & Platform Trends

Last Updated: April 21, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Australia, let us know!
The Outlook

How does social media look like in Australia?

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.

On a side note, 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.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Australia?

Throughout 2022, on average there are about 21.2 million active social media users in Australia on a monthly basis with an annual growth rate of 4.6 % in 2021-22 . This represents about  82.7 % of the total population. These social media users on average spend about 1.95 hours on social media and each on average have accounts on 6.1 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Australia that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Australia that are aged 16-64 years old
The Platforms

What kinds of platform is used in Australia?

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.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Australia

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%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Australia

With the latest data published in January 2023, we can see that at the growth rate of 1.1%, 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%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Australia

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.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Australia

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.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

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