Australia may be an isolated nation, but it’s one of the most connected on social media. As we begin a new decade, almost 90% of Aussies have an account on a social network, with around half of the population logging into Facebook every single day.
Here are more Australia social media statistics for 2020 in Civic Web Media’s now traditional breakdown of the most popular platforms and what this means for digital marketing in the year ahead.
Most popular platforms by number of unique monthly visitors – January 2020
- Facebook – 16 million
- YouTube – 15 million
- Instagram – 9 million
- WhatsApp – 7 million
- Snapchat – 6.4 million
- WordPress – 5.8 million
- LinkedIn – 5.5 million
- Twitter – 5.3 million
- Tumblr – 3.7 million
- Tinder – 3 million
Social media statistics 2020
- Social media in Australia continues to grow at a significant rate, the number of users increasing by 5.9% in 2019 (Talkwalker)
- Young adults aged 18–35 account for more than 75% of Australian social media users (Talkwalker)
- Image and video sharing platforms such as Instagram and Snapchat are the fastest growing (Roy Morgan)
- Chinese social media apps such as WeChat, RenRen and Weibo are also growing rapidly in Australia’s Chinese community, with WeChat poised to enter the top 10 this year (Roy Morgan)
- Google Plus was closed down in 2019, though it never had much of a following in Australia
Top 10 social networks in Australia 2020
16,000,000 unique active monthly users
Despite a campaign to “delete Facebook” after the company was involved in high-profile data scandals, more Australians continue to sign up for the social network, which has now reached 16 million active users (up from 15 million in 2019).
60% of Australia is on Facebook and 1 in 2 people check the site or app at least once daily.
Facebook’s user base is strong across all age demographics, but especially among 25–39 year olds. Teenagers are the most likely to shun Facebook for younger alternatives.
With such a huge audience, Facebook is usually the first port of call for businesses getting started in social media marketing, with 9 in 10 Australian businesses having Facebook accounts. Facebook posts with videos have the highest rate of engagement.
15,000,000 unique monthly visitors
The world’s biggest video sharing platform is also the most visited website in Australia after Google, according to Alexa.
While it takes second place to Facebook in the social apps, it’s the number one for Generation Z Australians (aged 14–27), according to the most recent Roy Morgan Single Source survey. Use of YouTube generally declines with age.
Between Facebook and YouTube, video marketing is one of the most engaging types of content that brands can create. In 2019, the top 5 search queries on Facebook in Australia were: Songs, Music, Fortnite, IT and Kids.
9,000,000 active monthly users
After rapid growth in 2019, Instagram has stabilised as Australia’s third favourite social media site in 2020.
Like YouTube, Instagram users are more likely to be younger. More than two thirds (68%) of Generation Z and over half (52%) of Millennials use the image-based platform, compared to less than one third (32%) of Generation X (Roy Morgan Single Source).
Instagram users are more likely to follow brands than Facebook users, as long as those brands post worthwhile content. Almost half of Australian businesses (46%) use Instagram, according to the most recent Yellow Social Media Report.
Instagram made drastic changes in 2019 when it removed Like counts and made follower counts less prominent to reduce social pressure on users. It also launched Instagram Checkout, to make transactions easier, and Creator Accounts, to support the lucrative influencer marketing industry. It remains to be seen how much of an impact these changes will have on Instagram marketing in 2020.
Want to start or grow your Instagram account in 2020? Find out everything you need to know about hashtags.
7,000,000 active users
Since it was acquired by Facebook, WhatsApp exploded in popularity but now remains stable with approximately seven million Australian users per month in 2020. It’s the country’s second most popular social media messaging app after Facebook Messenger.
6,400,000 active monthly users
Another non-mover, Snapchat has matured at a stable 6.4 million monthly users. More impressively, 4.5 million people use the app every day, averaging 36 times per week.
Around half (49%) of social media users aged 18–29 are on Snapchat, the app being used less by older audiences. Like Instagram, it’s used by more females (55%) than males (45%).
5,800,000 monthly users
Australia’s favourite CMS platform for creating websites and blogs, WordPress hasn’t gained or lost substantial users in 2020. It remains the top choice for its ease of use, customisable features and, most of all, the fact that it’s free.
5,500,000 active monthly users
The first change in the social media ranking for 2020, LinkedIn has now overtaken Twitter with around one million new users year on year. The website reports that around 10 million Australians have registered accounts on LinkedIn, though just over half are active every month.
The B2B platform is used by 73% of large businesses but fewer SMBs. Users are more likely to be male (53% vs 47%).
5,300,000 active monthly users
It continues to drop in the rankings, but Twitter gained more than half a million users in Australia in 2020. The site is overwhelmingly male, with almost 1.8 males to every female, and is mainly used by people in their 30s. Australian users say they check Twitter 23 times per week on average.
While it may not be the most effective platform for reaching your target audience, the speed and brevity of tweets makes Twitter popular with large businesses, which are more likely to use Twitter marketing than small businesses (60% vs. 14%).
3,700,000 monthly users
After losing users last year, following the introduction of stricter rules such as the ban on adult content, Tumblr is stable in ninth place for 2020. The image sharing and blogging site is mainly used by women, and around two-thirds of users (66%) are under 35.
The world’s most popular dating app, Tinder was downloaded more times than any other app in Australia last year and is used by an estimated three million Australians every month.
While business accounts aren’t permitted on the app, advertising is. Depending on your product or service, you may find a suitable audience here.
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