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Aussies continue to be addicted to social media in growing numbers, according to the latest surveys and user statistics. With social media penetration approaching 90% of the population, 2019 may be the year that social media in Australia finally reaches maturity.
Find out more in Civic Web Media‘s annual breakdown of the most popular social media sites in Australia as we begin 2019.
How many Australians use social media in 2019?
The latest Yellow Social Media Report released in June last year found that almost 9 in 10 people (88%) have a social media profile in Australia. This figure is up from 79% in 2017 and 69% in 2016, showing remarkable growth over a relatively short period.
The average Australian now owns 3.5 internet-enabled devices, with most preferring to use their smartphones to access social media. 60% of people say they use the internet more than five times per day.
How do customers interact with businesses on social media?
The Yellow report found that 44% of consumers follow brands on social media. This increases to 52% for females and 65% for people aged 18-29.
More than 50% of social media users say they value brand interactions on social networks and are more likely to trust a business if it offers engaging and relevant content on a regular basis.
Discounts (62%) and giveaways (51%) are the most popular reasons people follow brands.
Top 10 social networks in Australia 2019
15,000,000 unique active monthly users
Facebook’s dominance and popularity have remained stable since this time last year, despite the organisation’s high-profile data scandals in early 2018 that saw users worldwide being urged to ‘Delete Facebook’. Around 60% of the Australian population has a Facebook account and around 1 in 2 people check it every day.
According to Yellow, 91% of Aussies who use social media are on Facebook, which includes more women than men (95% vs 88%). The average user spends almost 10 hours a week on the platform and more than a quarter (28%) watch live streaming videos on Facebook Live.
More Australian businesses use and advertise on Facebook than any other social platform – around 9 in 10 SMBs and large businesses. This connects them with Australia’s biggest online audience.
15,000,000 unique monthly visitors
More than half of the population (53%) watches videos on YouTube. This includes slightly more men than women (56% vs 50%) and 65% of people under 30. 46% of people share videos or photos on social media.
Video is one of the most engaging types of content for consumers, but most businesses are still hesitant to produce video content due to the time and effort involved in making it look professional.
9,000,000 active monthly users
Instagram is still Australia’s favourite image-sharing website, retaining a stable user base over the past 12 months after having doubled its users the previous year. The site is more popular with women than men (44% vs 34%).
Instagram users are more likely to follow brands than users of other social networks at 44% (compared to 39% of Facebook users). Formerly more popular with SMBs, the number of large businesses advertising on Instagram has more than doubled in the past year from 20% to 46% according to the Yellow survey of Australian businesses.
7,000,000 active users
Steadily rising through the ranks – gaining two million users each year for the past two years – WhatsApp is Australia’s second most popular social media messaging service after parent company Facebook’s own Messenger.
6,400,000 active monthly users
Snapchat is once again the fastest growing social media app in Australia, rising two places from last year’s count. As well as its high monthly user base, more than 4.5 million Australians use Snapchat every day – around 36 times per week on average.
Snapchat is more popular with younger demographics, with almost half (49%) of 18-29 year olds on social media using the platform. It’s also used by more males than females (28% vs 17%).
5,800,000 monthly users
Australia’s favourite CMS platform had a modest gain of 100,000 users over the past year. Its free business model, ease of use and extensive customisation makes WordPress the go-to option for many bloggers and SMBs creating websites and blogs.
4,700,000 active monthly users
Twitter is gaining popularity in Australia, rising from 9th place and 3,000,000 users this time last year. Unlike most social networks, Twitter is most widely used by people in their 30s. It’s also much more popular with men than women (26% vs 13%). Aussie Twitter users check the site 23 times per week on average.
Twitter’s speed and ease of use make it popular with large businesses, of which 60% advertise on the platform. Small businesses are much less enthusiastic however, with use dropping to just 14%.
4,500,000 active monthly users
Dropping down the ranks, but still gaining users, the “Facebook for professionals” is notably more popular with men than women (28% vs 17%). LinkedIn reports that approximately 8 million Australians have signed up for LinkedIn accounts, which means that just over half log in to their account regularly.
Naturally, LinkedIn is widely used by businesses. It’s the second most popular social media site after Facebook for large businesses (used by 73% that use social media) and medium businesses (48%). It’s less popular with small businesses though, which are more likely to use Instagram.
3,700,000 monthly users
The only site on this list to lose rather than gain users over the past year (though only by around 100,000), Tumblr’s slow decline continues. However, the microblogging site retains a loyal user base.
Just holding on to 10th place, Australia’s most popular dating app has an estimated 3 million users. This has remained stable over the past year, after increasing in 2017 when premium paid services were introduced.
Hot on Tinder’s heels in 11th place is WeChat with around 2,900,000 active monthly users. Hugely popular with Australia’s Chinese community, WeChat and other Chinese social networks such as RenRen and Weibo are expected to increasingly challenge traditional social networks in the coming years.
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