Whether or not you’re operating a neighborhood enterprise or a multinational company, social media advertising and marketing is a should for manufacturers of all sizes. Nonetheless, understanding the social media panorama in Australia is not any small feat, however this information will make this once-tall activity a lot simpler.
Discover among the most essential social media statistics in Australia to search out the information you could keep aggressive, enhance ROI and construct higher methods.
Social media utilization statistics in Australia
It’s secure to say that digital tradition is ingrained into Australian life. In 2025, the variety of energetic web customers is forecast to exceed 23.3 million, representing over 91% of the whole inhabitants. This determine is anticipated to develop within the coming years, with a projected 27.7 million energetic web customers by 2029.
However what are individuals doing on-line? Prime on-line actions embrace emailing, internet shopping and digital banking, adopted by streaming and buying. Right here’s a fast snapshot:
- As of January 2024, there are roughly 20.8 million social media customers in Australia, equating to roughly 76% of the inhabitants.
- Australians spend a median of six hours and 20 minutes per week consuming social media.
- The common Australian web consumer has 7.2 social media accounts.
- By 2029, Australian social media customers are projected to develop by 2.1 million, reaching 26.68 million.
Social media promoting statistics in Australia
Across the globe, companies are leveraging social media platforms to attach with customers. Australian corporations are not any exception.
- In 2023, social media promoting accounted for about US$3.8 billion (AU$6 billion*) in advert spend.
- In 2025, social media advert spending is projected to achieve US$4.73 billion (AU$7.5 billion).
- Australia’s social media advert spending is anticipated to develop by one other 7.74% yearly from 2025–2030. This implies the sector’s worth will exceed US$6 billion (AU$9.1 billion) by 2030.
Takeaways:
- With such robust projected development, Australian companies should incorporate social media promoting into their total advertising and marketing technique to facilitate long-term development.
- Because the social media promoting sector grows, it’ll turn out to be more and more saturated. Consequently, manufacturers might want to prioritise compelling visuals, robust concentrating on and data-driven methods to take care of a aggressive edge.
Social media utilization statistics by age in Australia
Folks of all age teams use social media in Australia. Their behaviours on these networks, such because the time spent and the networks used, differ. Based on a 2024 report, right here’s how a lot time every era spends on social media:
- Gen Z: 10 hours and 5 minutes.
- Millennials: seven hours and 45 minutes.
- Gen X: six hours and 5 minutes.
- Boomers: 4 hours and half-hour.
- Matures: two hours and 40 minutes.
In 2024, Australians favoured Fb, YouTube and Instagram total, whereas Gen Z most popular Instagram, YouTube and TikTok.
Past 2025, social media utilization by age will seemingly shift. In November 2024, Australia introduced a ban on social media for kids beneath 16, protecting TikTok, Fb, Instagram and X, however exempting YouTube. The regulation takes impact in late 2025.
Takeaways:
- As a result of community preferences differ by era, manufacturers should develop network-specific ways to successfully attain completely different age teams and guarantee their messaging resonates.
- Given the approaching social media ban for individuals beneath 16, manufacturers concentrating on youthful audiences have to discover and probably make investments extra in YouTube and alternate platforms.
Fb statistics for Australia
With over three billion month-to-month energetic customers globally, Fb is the world’s (and Australia’s) hottest social media platform.
Takeaways:
- With Fb utilization stabilising amongst older demographics, manufacturers ought to alter content material methods to cater to Gen X and Boomers, specializing in video and trust-building content material.
- Fb’s advert attain in Australia continues to be among the many highest. Manufacturers ought to concentrate on retargeting and lead era campaigns to take advantage of present viewers behaviour.
- Regardless of a gradual decline in youthful customers, Fb stays a high platform for neighborhood engagement and native enterprise discovery. Entrepreneurs ought to prioritise teams and native advert concentrating on.
Instagram statistics for Australia
Instagram is a well-liked platform in Australia, favoured for its visible format.
Having gained over 1 million followers, Qantas is without doubt one of the most prolific Australian manufacturers on Instagram. On its feed, you’ll typically see the airline showcasing beautiful pictures of locations alongside its international journey routes.
Takeaways:
- With 60% of Australian web customers participating with Instagram, it gives a major viewers for companies to focus on, particularly via advertisements (reaching over 52% of the inhabitants).
- Entrepreneurs ought to focus predominantly on the 25–34 age group. This demographic, particularly ladies, makes use of Instagram as a discovery software, making it very best for model consciousness and influencer advertising and marketing methods.
- With in-app buying adoption slowing, manufacturers ought to shift focus from direct gross sales to community-driven engagement and influencer partnerships.
- Whereas Instagram stays robust, the anticipated decline in customers by 2028 suggests manufacturers ought to diversify their social media methods to remain related.
LinkedIn statistics for Australia
Whereas it was initially designed as an employment market, LinkedIn is rather more than that. It’s additionally an outlet for skill-building, thought-provoking discussions and business updates.
Takeaways:
- LinkedIn’s consumer development in Australia alerts a possibility for thought management and B2B advertising and marketing. Manufacturers ought to prioritise worker advocacy and long-form content material.
- With increased natural engagement than different platforms, LinkedIn stays a cheap channel for B2B manufacturers to drive belief and business authority.
- LinkedIn’s algorithm favours private storytelling and expert-driven content material. With this in thoughts, executives ought to construct their private manufacturers to amplify their attain past firm pages.
- Since 54% of Australian LinkedIn customers are male, manufacturers concentrating on male professionals—particularly in industries like finance, tech and engineering—can tailor messaging to this demographic.
Pinterest statistics for Australia
Pinterest has reworked search, buying and saving by making the method completely visible and enabling customers to discover and curate pictures and movies into customized boards.
- As of April 2024, there are 5.1 million Pinterest customers in Australia.
- Ladies make up roughly two-thirds of Pinterest’s consumer base worldwide.
- At 42%, Gen Z is Pinterest’s fastest-growing consumer base in Australia.
- Pinterest reaches 41% of Australians aged 14–24; 37% of Australians aged 25–39; and 35% of Australians aged 40–54.
- Security and safety are excessive priorities for 44% of Australian Pinterest customers.
Per ANZ managing director, Melinda Petrunoff, Pinterest helps retailers attain younger audiences. One among them is none aside from David Jones.
Whereas David Jones is without doubt one of the oldest manufacturers in Australia, it’s performed an amazing job of maintaining with social media traits. A curated combine of trendy style, house, meals and wonder gadgets, its Pinterest feed attracts a median of two million month-to-month views. In 2024, David Jones grew to become top-of-the-line manufacturers on Pinterest when it partnered with the community for an unique gift-shopping information.
“Over 50% of our customers inform us they arrive to the platform to buy,” stated Petrunoff. “This marketing campaign with David Jones is the right instance of how a model can attain our extremely engaged viewers, on the proper time with related content material.”
Takeaways:
- Manufacturers ought to tailor content material to attraction to ladies who make up about two-thirds of the worldwide Pinterest consumer base, in addition to Gen Z.
- Since Pinterest has important engagement from Australians aged 14–54, this gives a possibility for manufacturers to focus on numerous audiences throughout age brackets.
- Since security and safety are a excessive precedence for customers, manufacturers ought to guarantee their content material aligns with consumer expectations for a secure and reliable setting.
Threads statistics for Australia
Threads allows customers to share short-form text-based posts in addition to picture and video content material. Very similar to X, Threads is designed to foster real-time conversations and thought-sharing.
- Within the 24 hours following its launch in July 2023, roughly 30 million individuals worldwide, together with main Australian figures like Prime Minister Anthony Albanese, signed up for Threads.
- As of 14 July 2023, international customers have been spending a median of six minutes per day on Threads, a drop from the common of 21 minutes per day as of seven July 2023.
- An estimated 1.6 million Australians used Threads throughout the month of its launch. However a later survey revealed that solely 5% of Australians have been actively utilizing the app by September 2023.
- Threads has maintained a sizeable consumer base worldwide, with an estimated 275 million month-to-month energetic customers as of This fall 2024.
Takeaways:
- Whereas Australians’ Threads utilization has decreased considerably for the reason that platform’s launch, it’s nonetheless broadly used globally. Consequently, Threads could also be well-suited to Australian manufacturers trying to goal worldwide client markets.
- As a result of customers usually solely spend a couple of minutes per day on the app, entrepreneurs have to tailor their posts to be as participating as doable. Greatest practices embrace crafting robust hooks, showcasing eye-catching visible content material and conserving textual content succinct.
TikTok statistics for Australia
After rising to international prominence throughout the COVID-19 pandemic, TikTok has confirmed that it’s right here to remain, with over two billion customers worldwide. In Australia, people and companies on TikTok alike are embracing the ability of the platform.
With a younger, predominantly feminine viewers, Australian manufacturers like Princess Polly are thriving on TikTok. Usually via giveaways and user-generated content material, the label showcases its fashionable, youthful clothes. Its advertising and marketing efforts have earned the model a 2025 nomination for TikTok Advertiser of the 12 months.
Takeaways:
- TikTok’s rise means genuine, low-production content material is outperforming polished advertisements. Manufacturers ought to embrace the fitting traits somewhat than overproducing content material.
- With over 8.5 million Australian customers, TikTok is now not “only for Gen Z”. Multi-generational engagement is rising, making it a viable channel for broader campaigns.
- Manufacturers ought to leverage TikTok’s search behaviour, conserving in thoughts that customers more and more deal with it like a search engine. Consequently, optimising captions and hashtags with TikTok search engine optimisation in thoughts is essential.
Reddit statistics for Australia
Reddit is without doubt one of the hottest forum-based social networks on this planet. The platform fosters on-line discussions, permitting customers to ask questions and share their ideas in teams often known as subreddits.
Takeaways:
- Manufacturers ought to use Reddit to construct belief with their prospects by participating with them immediately. Some finest practices embrace answering questions, providing recommendation and addressing considerations or complaints.
- As a result of nearly all of international and Australian Reddit customers are male, manufacturers might wish to tailor their messaging to align with this demographic.
- Manufacturers may also leverage Reddit Adverts to extend model consciousness and entry the platform’s area of interest viewers members, lots of whom can’t be reached on different networks.
X (previously Twitter) statistics for Australia
Since its inception, X/Twitter, has cemented itself as a serious participant within the social media area. It’s often known as a hub for fast updates, unfiltered ideas and real-time discussions. With the fitting instruments, X is a superb place for companies to observe their model popularity and keep linked to prospects.
- In 2025, the variety of X customers in Australia is anticipated to hit 4.03 million.
- Projections present that the variety of X customers in Australia will improve barely within the coming years, reaching 4.08 million in 2028.
- X is extra well-liked amongst Australian males than ladies.
- X can also be extra well-liked amongst Millennials than different social media networks.
EB Video games Australia is without doubt one of the many manufacturers leveraging the ability of X in 2025. The gaming large makes use of it to replace its 150,000 followers about new releases, upcoming gross sales and limited-edition gives.
Takeaways:
- X’s energy lies in real-time updates and conversations, making it very best for customer support, disaster administration and direct engagement. Manufacturers can use social listening instruments to trace mentions, deal with considerations and capitalise on trending discussions.
- Given X’s fast-moving nature, detrimental sentiment can unfold rapidly. Manufacturers ought to implement a proactive monitoring technique to reply to suggestions earlier than it escalates. A well-managed X presence can improve credibility and belief by demonstrating responsiveness and transparency.
- With over 4 million Australian customers and rising, X is a worthwhile platform for focused advertising and marketing, notably for industries that thrive on information, sports activities, finance and tech discussions. Whereas it could not have the biggest viewers, excessive engagement from sure demographics (reminiscent of males in Australia) makes it a powerful platform for manufacturers concentrating on male customers.
- Manufacturers can place themselves as thought leaders by sharing business experience and fascinating in related conversations. A well-crafted X technique may also help B2B and different manufacturers set up authority of their area. Partnering with influential voices on X (journalists, analysts, business consultants) may also enhance credibility and visibility in area of interest markets.
YouTube statistics for Australia
Though it was typically handled as a streaming service, YouTube is changing into extra recognised as a social media community in Australia. YouTube permits customers to share movies, like content material, depart feedback and have interaction with on-line communities.
- YouTube is projected to achieve a brand new peak of 15.8 million Australian customers by 2029 (a 2.4% improve from 2024).
- In 2025, YouTube is anticipated to surpass Fb in its whole variety of Australian customers.
- In 2024, watching movies (together with on YouTube) was the high type of digital house leisure amongst Australians.
- On common, Australians spent a median of over 22 hours per week watching movies at house in 2024. This consists of movies on YouTube, subscription video on demand (SVOD) and free-to-air tv.
Many Australian manufacturers, together with Telstra, have made YouTube a core a part of their content material technique. On the channel, you’ll discover all the pieces from bite-sized advertisements to useful smartphone tutorials.
Takeaways:
- Since YouTube is anticipated to surpass Fb, manufacturers ought to prioritise YouTube of their digital methods. Manufacturers ought to use it to develop model engagement via likes, feedback and neighborhood interplay.
- Watching YouTube movies is the highest digital leisure exercise for Australians, making YouTube a first-rate area for advertisements and model storytelling.
Influencer advertising and marketing statistics for Australia
It’s not possible to speak about social media statistics in Australia with out bearing on influencer advertising and marketing. Having greater than tripled globally since 2020, influencer advertising and marketing is not any fad, however a advertising and marketing powerhouse.
- Australia’s influencer advertising and marketing legal guidelines require influencers to obviously disclose when content material is sponsored to keep away from deceptive or deceiving customers. Clear disclosure practices embrace mentioning that it’s an advert within the put up caption or hashtags, or utilizing native branded instruments.
- A 2023 Australian Client & Competitors Fee (ACCC) evaluate discovered that 81% of influencers have been posting probably deceptive promoting. It’s essential for manufacturers to vet and set clear expectations with influencers to keep away from spreading misinformation.
- Micro-influencers (10K–100K followers) have gotten more and more well-liked in Australia. Though their followings are smaller, they’re extremely engaged, signalling a extra genuine and relatable reference to their viewers.
- Australia’s advert spending on influencer advertising and marketing is projected to achieve US$589.1 million (AU$943.8 million) in 2025.
- Advert spending on influencer advertising and marketing is forecasted to achieve a market quantity of US$874.5 million (AU$1.3 billion) by 2029.
- Based on a 2023 survey, 43% of Australian companies reported spending lower than $10,000 per 12 months on influencer advertising and marketing. However 67% of companies stated they supposed to spice up their influencer advertising and marketing finances within the following 12 months.
Takeaways:
- Manufacturers have to put money into influencer advertising and marketing. With advert spending surging, influencer advertising and marketing is a confirmed technique for model visibility and client belief in Australia.
- As influencer advertising and marketing continues increasing, manufacturers that construct robust partnerships now will profit from higher attain and ROI in the long term.
- Manufacturers should be clear about their partnerships with influencers to not solely abide by Australian Client Regulation but additionally to convey authenticity and achieve client belief.
Social media client behaviour in Australia
Within the age of ecommerce, it’s no shock that social commerce has boomed in reputation. Under is a fast overview of the social commerce sector in Australia.
Takeaways:
- Social commerce is rising, however client scepticism round in-app purchases stays. A few of customers’ most typical considerations embrace safety points, pretend rankings, scams and dishonest influencer endorsements.
- Sceptical customers could also be extra inclined to make use of social media for product discovery earlier than continuing to the model’s web site to take a look at.
- Manufacturers ought to concentrate on constructing belief via opinions, UGC and seamless checkout experiences.
Use social media statistics to information your technique
With this knowledge in your facet, there’s just one factor left to do: put it to work. By contemplating these info and figures, you’ll craft a social media advertising and marketing technique that works smarter, not tougher.
Possibly it’ll see you make investments extra in influencer advertising and marketing. Possibly it’ll lead you to discover social media networks you by no means would have thought-about for your corporation. Possibly you’ll develop a lot that you just begin branching out abroad. When you do, you should definitely learn our international social media statistics for insights on attracting a global viewers.
*All AUD forex equivalents are approximate, primarily based on alternate charges on the time of publication and topic to alter.
