The social media scene in Australia evolves as people engage with and consume digital content differently. The need to captivate media within seconds has never been greater. Therefore, knowing the digital state of Australia through its social media statistics in 2024 is very important for marketers, businesses, and content creators.
Australia's Overall Social Media Landscape
The growing reliance on social media as a primary source of information highlights the importance of studying these shifts in social media usage. 25.21 million individuals in Australia are currently connected online, representing a 94.9% internet penetration rate among the population. 20.80 million Australians are active social media users, which accounts for 78.3% of the population.
Most Used Social Media Platforms in Australia
Facebook continues to be Australia’s most used social media platform, with 78.2% of internet users aged 16 to 64 using it monthly. Facebook Messenger is crucial within the platform, capturing 69.9% of the demographic. Instagram is right behind, engaging the attention of 62.4% of users, showing that it still has a strong appeal, especially among younger people, with its mix of finding content and messaging loved ones. WhatsApp and TikTok have established themselves as popular social media platforms in Australia, with 44.8% and 40% usage rates, respectively.
It’s worth mentioning that Facebook has seen an 11.7% increase in ad reach compared to last year, showing the platform’s continued popularity among Australians and proving itself as a crucial tool in digital marketing strategies. With its engagement and reach potential, Facebook has become Australia’s most popular social media platform.
Australians' Favourite Social Media Platforms
Interestingly enough, when it comes to nominating their “favourite” social platforms, the ranking deviates from the above “Most Used” list to quite a large extent. Facebook is the most popular platform, with 24.2% of users preferring it, followed closely by Instagram at 19%. With 12% usage, TikTok establishes a distinct market segment, whereas Facebook Messenger concludes the list at 8.8%. This highlights the varied digital behaviours and tendencies that characterise the social media statistics in Australia.
Notably, among the Top 3 Favourite List, Instagram stands out not only for its popularity but also for its increase in interaction and reach. It is currently the staple of 3 out of 5 active internet users, who spend 11 hours and 46 minutes monthly on the social media platform. Evidently, Instagram is becoming a major participant in Australia’s digital marketing and interaction landscape.
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Demographics of Meta Ad Audiences in Australia
Taking a closer look at the “Most Used” social media in Australia, we can spot that the top 3 are predominantly Meta’s products. In particular, the audience profiles on these 3 platforms show that the 25-34-year-old demographic for both male and female users is very active on social media and is an ideal audience for digital marketing initiatives. Having grown up during the rise of these platforms, this generation has incorporated social media into their everyday life, utilising it for communication, education, and leisure. Advertisers seeking to engage with an active and participatory audience can focus on these age groups since they comprise the most involved social media users.
What’s Next for Social Media in Australia?
Businesses, marketers, and content creators that want to make an impact must be flexible enough to respond to these shifts and savvy enough to use the data-driven insights offered by current trends. The future of reaching an always-online Australian audience requires a clever combination of genuineness, imagination, and tech knowledge.
This article is originally published by Meltwater:
Meltwater provides social and media intelligence. By examining millions of posts each day from social media platforms, blogs, and news sites, Meltwater helps companies make better, more informed decisions based on insight from the outside. Learn more at meltwater.com.
