Recognized and beloved for its compelling short-form video content material, TikTok has grow to be a social powerhouse in Australia. Based on The 2025 Sprout Social Index™, 39% of Australian social customers flip to TikTok to maintain up with traits in lots of areas, from finance to vogue, expertise to journey. For companies, this stage of engagement represents a serious advertising and marketing alternative—however provided that they know precisely how and why Australians are utilizing the app.
On this information, we cowl among the most essential TikTok statistics in Australia. With these insights, you possibly can information your social technique, spark marketing campaign concepts and create content material that really resonates with Australian audiences.
Key TikTok statistics in Australia
TikTok is a serious participant in Australia’s social media panorama. Beneath are just a few statistics that spotlight how deeply the community has embedded itself into the on a regular basis lives of Australians:
- As of June 2023, 5 million Australians and 350,000 Australian companies use TikTok.
- In 2024, Australian Android customers spent a mean of 42 hours and 13 minutes per thirty days on the app, equating to roughly an hour and a half per day. This made TikTok the social app with the best common time spent, surpassing YouTube by greater than 20 hours per week.
- Per a 2024 report, Australian TikTok customers spend most of their time on the app watching movies, shopping feeds and messaging with buddies.
- Based on Sprout’s 2024 Social Media Content material Technique Report, short-form movies (15–60 seconds lengthy) carry out finest on TikTok. Customers are most inquisitive about entertaining content material, influencer partnerships, contests and giveaways.
The rise of TikTok in Australia: TikTok stats on progress within the Australian market
Though it’s been a serious participant in Australia’s social media panorama for years, TikTok is continually evolving. What primarily started as an leisure platform has reworked right into a supply of data, an outlet for cultural connection and a driver for social change.
- In This fall 2024 alone, TikTok generated 186 million downloads from customers globally.
- TikTok is anticipated to succeed in 35 billion customers by 2029.
- Per Sprout information, practically two-thirds (63%) of Gen Z customers devour information on TikTok.
- Based on a 2024 report from Oxford Economics, 19% of Australian customers have donated to a charity or trigger they noticed on TikTok, and 18% have dedicated their time to volunteer.
TikTok Australia consumer and demographic statistics
TikTok appeals strongly to youthful audiences; over 30% of its world viewers is aged 18–24. Provided that younger persons are Australia’s most energetic social consumers, TikTok is a perfect platform for manufacturers to attach with and promote to those customers. From gender to revenue, right here’s a extra in-depth take a look at Australian TikTokers:
- As of February 2025, 38% of Australians aged 18 and over use TikTok.
- Based on Statista, TikTok is extra widespread with Gen Z than different social networks.
- Greater than half (53%) of Australian TikTok customers are feminine.
- Roughly 39% of TikTok customers in Australia are labeled as high-income shoppers.
- Per Deloitte, 57% of Gen Z social media customers record TikTok as considered one of their favorite social media platforms.
- Additional, the 2024 Social Media Content material Technique Report reveals that 73% of Millennials have TikTok accounts.
- A 2024 survey discovered that 41% of Gen Z consumers had made purchases by social media previously six months, adopted carefully by Millennials (40%).
- Statista experiences that, whereas Millennials favour Fb for social procuring, Instagram and TikTok entice extra Zoomers.
Attributable to Australia’s impending social media ban for kids below 16, TikTok’s reputation with younger individuals might decline past 2025.
Stats on TikTok’s impression on enterprise in Australia
TikTok has reworked the way in which companies generate leads, join with clients and promote their services. With the assistance of TikTok, Australian manufacturers have been in a position to entry beforehand unreachable audiences, enhance income and develop their groups.
- The 2024 Oxford Economics report confirmed TikTok generated $1 billion in direct income for Australian companies, contributed $1.1 billion to Australia’s GDP and supported practically 13,000 jobs throughout FY23.
- Per the identical report, over three-quarters (78%) of enterprise respondents mentioned that TikTok had a optimistic impression on broadening their model’s attain.
- One other 38% of Australian customers (roughly 3.2 million individuals), per the report, mentioned that that they had purchased a services or products really helpful on TikTok at the least as soon as a month throughout FY23.
- Round 41% of Australian customers (3.5 million individuals) visited a TikTok-recommended restaurant or store at the least as soon as, the report mentioned.
- In 2024, TikTok’s complete potential advert attain in Australia was 73 million (representing over 36% of the entire inhabitants).
TikTok stats for journey and tourism
With its breathtaking seashores and distinctive wildlife, Australia is a haven for journey content material, a lot of which lives on TikTok. Because of its visually gorgeous short-form video format, TikTok can supply an immersive window into practically any vacation spot.
With practically 800K followers, the official Australia TikTok account is devoted to displaying one of the best that Australia has to supply. On its profile, it shares pictures of every thing from native animals to iconic landmarks to approaching occasions. With content material masking areas throughout the nation, the model helps locals and vacationers alike expertise Australia’s magnificence and variety.
TikTok stats in Australia for monetary companies
From wage transparency to paycheque budgeting to normalising debt, monetary content material has grow to be a preferred area of interest on TikTok. Monetary influencers and companies are capitalising on this curiosity and advertising and marketing to TikTok customers in distinctive methods.
- Monetary TikTok (FinTok) influencers have a mean engagement charge of 1.75% (larger than the common of 0.89% throughout all social media platforms).
- Sixty-six per cent of Australian TikTokers who use at the least one monetary service or product say content material by finance creators on TikTok is beneficial.
- Eighty-four per cent of Australian TikTokers who use at the least one monetary service or product really feel that long-term monetary planning is essential.
Ubank, an Australian direct financial institution, makes use of the platform to attach with its younger consumer base. Whereas most of its movies are cheeky and playful, the model additionally does street-style interviews with younger individuals on subjects like vogue investments and monetary objectives.
TikTok stats in Australia for literature
With over 36 million posts worldwide, #BookTok is a well-liked content material class with customers in Australia and world wide. Authors, bookworms and corporations use the hashtag to evaluation their newest reads and join with fellow literature fans.
- #BookTok has grown considerably over time. In 2019, it had fewer than 1,000 views; by 2023, it acquired 8 billion views worldwide.
- In October 2024, the hashtag #BookTok had over 309 billion views. That’s the equal of each individual on the planet viewing it 38 instances.
- Certainly one of #BookTok’s largest success tales is writer Colleen Hoover. In 2020, her guide gross sales shot from 12,000 to over 1 million in Australia alone, due to #BookTok suggestions.
Certainly one of Australia’s largest guide retailers, Dymocks, has capitalised on the success of #BookTok in its TikTok advertising and marketing. Along with regularly utilizing the hashtag, the model makes use of its account to announce upcoming releases and to showcase guide suggestions from employees and #BookTok creators.
TikTok stats in Australia for expertise
Expertise is one other business that has boomed on TikTok. Widespread types of content material on this area of interest embody product bulletins, opinions and information on rising applied sciences.
- Half of worldwide TikTok tech consumers are open to purchasing straight by TikTok.
- In January 2025, TikTok rolled out a brand new STEM feed, that includes 500 STEM creators from Australia and over 7,000 from throughout the globe.
- The STEM feed was beforehand launched in markets within the US, Canada and Europe. Following the launch in these areas, STEM content material grew by 35%, and roughly one-third of younger individuals started visiting the STEM feed every week.
- Eighty per cent of Australian TikTok customers purchase new tech or digital merchandise throughout the Christmas season.
TikTok statistics in Australia for retail
TikTok has reworked the way in which individuals uncover manufacturers, buy merchandise and navigate the eCommerce panorama.
- As of January 2024, roughly 55% of Australians interact in social procuring, with TikTok being one of the crucial most well-liked social commerce platforms.
- Per Sprout’s 2024 Social Media Content material Technique Report, over three-quarters (77%) of Gen Z TikTok customers search out merchandise or product updates on the platform.
- Sixty-seven per cent of TikTok customers say the platform evokes them to buy even after they weren’t planning to.
- Based on TikTok, retail companies ought to concentrate on participating, educating and offering utility of their content material.
TikTok statistics in Australia for meals and beverage
From whipped espresso to mukbangs, TikTok is not any stranger to meals and drink-based traits. Customers, influencers and types alike take to the app to share recipes, do style assessments and promote merchandise.
- Eighty-one per cent of Australian customers see snack manufacturers that create native TikTok Adverts as credible, and 88% see them as likable.
- Forty-one per cent of Australian customers say that TikTok’s meals and beverage group encourages them to attempt new issues.
- Almost half (49%) of TikTok customers in Australia mentioned that they turned inquisitive about a product or model after watching foods and drinks content material.
- Based on information from Sprout Social’s Influencer Advertising platform, nano-influencers (1,000-10,000 followers) within the foods and drinks house have the best engagement charges on TikTok (18.36%).
One Australian meals enterprise embracing the ability of TikTok is Brooki Bakehouse. Based mostly in Brisbane, Brooki Bakehouse was based by Brooke Bellamy, who took to TikTok to share behind-the-scenes snippets of her enterprise. Posted in 2022, her second-ever TikTok, ‘A day in my life as a bakery proprietor’, has been seen over 3.3 million instances. Since then, Brooke has amassed 2 million followers and turned her model into a worldwide sensation.
“It’s the most enjoyable factor for me when individuals are available from abroad to say, ‘Hello I observe you from Sweden or from Finland, I’m from the UK.’ It’s actually cool,” she mentioned in 2024.
Brooke’s TikTok success has propelled the model’s progress. She has began delivery her treats internationally, hosted a pop-up store in Abu Dhabi and launched a best-selling cookbook.
TikTok statistics in Australia for vogue and sweetness
Whether or not you’re in search of fashion suggestions, make-up tutorials or vogue inspiration, TikTok is the place traits are set. Attributable to its reputation, TikTok is popping once-obscure merchandise and practices—like bronzing drops or thrifting—into mainstream traits.
- Customers on vogue journeys are 2x extra probably than customers of different social networks to right away purchase one thing they discovered on TikTok.
- Forty-one per cent of Gen Z TikTokers on a vogue journey have purchased a product they noticed on the platform within the final yr.
- One in three TikTok customers on a magnificence journey has bought a product they noticed on the platform within the final yr.
- TikTok influencers within the vogue house have an engagement charge of two.26%.
- TikTok influencers within the magnificence house have a barely larger engagement charge (2.46%).
- Australian TikTok customers are 6x extra open to spending on vogue gadgets and 2x extra open to spending on magnificence gadgets throughout the Christmas season.
Based and headquartered in Australia, White Fox Boutique is a younger ladies’s vogue model thriving on TikTok. The model typically collaborates with influencers to showcase its kinds to its 1 million TikTok followers.
With the assistance of its savvy TikTok advertising and marketing, the model has grow to be a cult favorite worldwide, together with within the US. The model’s worldwide affect was lately strengthened by its Coachella marketing campaign. White Fox despatched a gaggle of influencers to the primary weekend of the extremely publicised music pageant, with all of them sporting the model’s garments.
Strategise smarter with TikTok Australia statistics
Relating to crafting a successful advertising and marketing technique, information is energy. And with the insights supplied on this article, you’ll have the ability to create a better, simpler TikTok technique that will get you the outcomes you want.
For extra TikTok statistics in Australia, obtain The 2025 Sprout Social Index™ and achieve entry to our Australia-specific report. Discover the insights of over 1,000 Australian shoppers and 200 entrepreneurs on the way forward for TikTok and social media generally.
