Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.
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The social media scene in Australia tells a tale of the changing ways people engage with and consume digital content. Given the information available to all social media users, the need to captivate media within a few seconds has never been greater. Australia's social media statistics in 2024 highlight the vital importance of social media as a battleground for digital marketing and company loyalty, as well as a place for people to express themselves and build their brands.
Today, businesses must pay attention to the power of influencer marketing and the importance of social media platforms like TikTok for their digital presence. Understanding this digital transformation is the focus of this update, which provides an in-depth analysis supported by current data, including findings from the collaboration with We Are Social and the highly anticipated Global Reports series from Data Reportal. Recognising these trends is crucial for any institution aiming to establish a presence in Australia's social media landscape, given the ever-growing online environment where everyone has an extension of their lives online.
Table of Contents
General social media statistics in Australia
Internet usage statistics in Australia
Social media usage statistics in Australia
Mobile usage statistics in Australia
Ecommerce statistics in Australia
Digital marketing statistics in Australia
What’s ahead for social media in Australia?
Knowing the digital state of Australia through its social media statistics in 2024 is very important for marketers, businesses, and content creators who want to adapt to and make the most of these changes. Starting with a basic understanding of Australia's demographic background and how it affects digital engagement and social media use, let's go on an in-depth look into the country's digital habits and trends. We can lay the groundwork for strategic decisions in this data-driven age by closely examining the numbers, which reveal the core of Australia's social media statistics in 2024.
General social media statistics in Australia
The growing reliance on social media as a primary source of information highlights the importance of studying these shifts in social media usage. Significant social media usage shifts are occurring in Australia's online landscape heading into 2024, as seen in its general social media statistics. 25.21 million individuals in Australia are currently connected online, representing a 94.9% internet penetration rate among the population. The social media usage of 20.80 million Australians, which accounts for 78.3% of the population, is down 2.3% from last year. 33.59 million cellular mobile connections, more than 126.4% of the population, show how standard mobile technology brings Australians to each other and the rest of the world, regardless of age.
Internet usage statistics in Australia
Australia has seen steady growth and digital integration, as reflected in key internet usage statistics that provide insights into users’ online habits. As of the current year, 25.21 million Australians—or 94.9% of the total population—have access to the Internet. Australia's level of internet adoption far exceeds the global average by a substantial 143.4 index points, highlighting its position compared to the rest of the world.
One notable trend is the widespread reliance on mobile phones for internet access, as 94.1% of users log in using their smartphones. Although the overall number of internet users has experienced a slight yearly growth of 1.0%, the more significant change is evident in the frequency of daily usage. Australians increasingly spend more time online, with an average of 6 hours and 14 minutes daily. This represents a 6.5% increase compared to the previous year, resulting in 22 additional minutes of internet usage daily.
Tip: Looking for the top hashtags in Australia? Check out our List of the Most Trending Hashtags in Australia. If you're looking for influencers that fit your brand based on each channel, check out the top Australian Instagram influencers, the leading Australian TikTokers, and the best YouTubers in Australia.
Taking the spotlight, mobile phones of any kind have become the main access point to the online world, with 94.1% of internet users aged 16 to 64, showing an increase of 10.2% from the previous year. This increase highlights the growing preference for mobile-focused internet experiences, as 92.4% of this demographic of Australians use smartphones.
Another interesting trend to note is the growing popularity of smart home devices, which have experienced a 29.5% increase in usage, suggesting that Australians are increasingly interested by the idea of connected living spaces. In today's fast-paced world of technology, it's impressive to see how laptops and desktops continue to rise in usage, with a 3.0% increase in internet usage with these devices. 79.7% of Australian internet users still rely on these tried-and-true devices to access the online world.
Australians use the internet the most for finding information (74.3% of total users), researching how to do things (68%), and staying in touch with friends and family (66.7%), demonstrating the internet's versatility as a tool for knowledge, learning, and connection.
Social media usage statistics in Australia
28 million Australians, 78.3% of the total population, are active on social media, showing how essential social networks are to Australians' online habits. In the context of 2024's digital ecosystem, Australia's social media usage statistics offer a snapshot of the evolving relationship between Australians and their online identities.
There has been a slight drop in Australian social media users this year, with 2.3% or 500,000 fewer users than the previous year. The average daily time spent on social media has decreased by 13 minutes from the last year to 1 hour and 51 minutes. This change may indicate that Australians are changing the way they use social media or are being more selective about what they view on social media, skimming through content that isn't relevant to them.
The percentage of male and female social media users is almost equal, with the distribution being 49.3% and 50.7%, respectively. Even though the number of users and the amount of time they spend on social media are decreasing slightly, Australians still use an average of 6.1 social platforms monthly.
People have used social media to communicate since the early days of the Internet. Still, it wasn't until later that businesses in Australia started to actively investigate how this phenomenon could benefit their social media marketing initiatives.
Main reasons for using social media in Australia
The main reasons why Australians use social media platforms provide insight into how digital culture is affected by personal and societal connections. According to a survey conducted among Australian social media users aged 16 to 64, the primary purpose is to keep in touch with friends and family, with 59% of users utilising it. This highlights how social media is crucial in maintaining relationships even when loved ones are far apart. Additionally, 44.4% of users rely on social media to fill their spare time, emphasising its importance as a popular form of entertainment in our daily lives.
Many users are motivated by finding content like articles and videos, with 28.6% indicating that they rely on these platforms for entertainment. 26.7% of people look to social media for ideas on what to do and buy. This shows how much social media can impact our decisions and behaviour as consumers and how important it is for companies to understand their audiences.
These insights about why people in Australia use social media show many different reasons, ranging from staying connected with friends to influencing purchasing decisions, demonstrating how social media has a broad effect on their lives.
Most used social media platforms in Australia
As of 2024, 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.
Facebook's continued popularity keeps it on the main stage of reaching a wide audience for marketers, as ads on the platform reach 16.65 million Australian internet users. This percentage represents 62.7% of the entire population and 66% of all internet users, demonstrating how incredibly effective advertising is in reaching a large audience.
It's worth mentioning that the platform has seen an 11.7% increase in ad reach compared to last year, giving marketers an additional 1.8 million potential targets to reach out to. The growth we see here shows how well Facebook can connect advertisers with a broad and active audience, ultimately turning it into a crucial tool in digital marketing strategies. With its engagement and reach potential, Facebook has become Australia's most popular social media platform.
TikTok is the most popular social media app in terms of the average time Australians spend on it. Social media users in Australia spend 42 hours and 13 minutes each month on TikTok, almost double their time on YouTube (21 hours and 36 minutes) and Facebook (20 hours and 15 minutes).
Like Facebook, TikTok's rise to the top has created another ample opportunity for a wide range of advertising opportunities. TikTok is reaching almost 10 million people who are 18 years old and above, a significant growth of 17% compared to the previous year. This expansion, coupled with an increase in app downloads and consumer expenditure, indicates that TikTok is gaining influence in Australia's social media landscape, competing with Meta's platforms despite being used roughly half as frequently as Facebook.
TikTok's ability to engage a broad audience is demonstrated by the amount of time users spend on the app and the advertising reach of the platform. The ad reach increased by 3% compared to the previous quarter, which means that 281 thousand new potential viewers were added for advertisers. As a result of this growth, TikTok is now a digital engagement power in Australia, showcasing its popularity and capacity to link marketers with an ever-expanding audience.
Social media usage statistics by platform in Australia
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.
Instagram stands out in this setting 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. With a rise of about 20% in the last year, this platform's potential ad reach is approaching 14 million, the highest of the leading social media networks in Australia. With such a significant rise, Instagram is becoming a major participant in Australia's digital marketing and interaction landscape.
Tip: Stay on top of all recent social media news here.
In addition to being the most popular social media site in Australia, Facebook is the primary source of web traffic referrals. It accounts for 65% of online traffic routed to third-party websites via clicks or taps on platform links. This statistic demonstrates Facebook's effectiveness in directing internet traffic and emphasises its vital position in digital marketing tactics.
Facebook's large user base is the reason behind its supremacy in web traffic referrals. Facebook is the preferred platform for Australian social media users and is an essential tool for companies trying to get more exposure online. This platform is a significant contributor to Australia's social media ecosystem, and its ability to deliver such a large share of web traffic indicates how well it has captured and sustained user engagement throughout the years.
Social media usage statistics by age in Australia
The demographic split of Meta's Messenger, Instagram, and Facebook ad audience in 2024 shows insights into the Australian user demographics who are most engaged through online ads. The age groups with the highest percentage of users among females in Australia are 25–34 (12.7%), followed by 18–24 (10.5%) and 35–44 (10.0%). The same pattern holds true for men: the 25–34 (12.7%) is followed by the 18–24 (9.5%) and 35–44 (9.0%) age groups. 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.
It is worth mentioning 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. Targeting this age group provides a strategic edge for marketers hoping to optimise their online efforts in Australia's ever-changing digital environment. Having tools to track social media statistics, such as age and gender, can help digital marketing specialists in Australia to perform this task skillfully and effectively.
Mobile usage statistics in Australia
There are 33.59 million cellular mobile connections, accounting for 126.4% of the population, suggesting Australians have several mobile connections. Notably, there has been a 1.5% growth in cellular mobile connections year over year, totalling 502,000 new connections. An important detail is that all these connections are broadband, covering 3G, 4G, and 5G networks; Australia's mobile networks are now running on high-speed internet. Australia's commitment to providing modern digital infrastructure to meet the connection demands of the population is shown by the country's widespread adoption of broadband, leading to its continued growth in Australian mobile usage.
These developments also highlight the prospects for enterprises in the app development industry, as they indicate the increasing integration of mobile technology into everyday life. Businesses have capitalized on the steady growth of smartphone use by producing engaging content and delivering excellent in-app experiences.
Australian businesses should invest in social media monitoring tools to learn where their target audience spends on their phones. Realising which of your social media ads is most effective at bringing the most chatter is vital when deciding where to allocate limited resources. This allows for a more targeted energy allotment where it will maintain a steady stream of customers over time.
These times when there are more cellular mobile connections than actual people in the country, companies can strike gold with a targeted post backed by robust social media statistics.
Australians used their cell phones for an average of 3 hours and 22 minutes a day as of 2024. By classifying this mobile use, we can see how much time Australians spend on various applications.
At 35.7%, or around 1 hour and 12 minutes daily, most smartphone time is spent on entertainment applications. Nearly as much time—roughly 1 hour and 7 minutes each day—was used for social networking applications, accounting for 32.9% of all mobile phone use. About 30 minutes daily—or 15.1% of all smartphone time—was spent on productivity and utility applications. On the other hand, mobile games took up 8.9% of users' time or around 18 minutes per day. 13.3 minutes, or 6.3% of the total, was spent on various online browsers and search engines. The rest of the time (7.3% or approximately 15 minutes) was spent on all other uses, such as shopping apps.
From social media and pleasure to work and research, these numbers show how many ways Australians use mobile devices. Both consumer spending and the number of downloaded mobile apps have increased significantly, highlighting how Australians' habits are changing and how effectively businesses have adapted to capitalise on this surge in mobile use.
With an extra 38 million downloads, or 4.8% year-on-year growth, the total number of mobile app downloads reached 827.7 million. In light of the growing selection of applications accessible to the general population in Australia, consumer spending on in-app purchases and mobile applications increased by 8.8% over the prior year, bringing the total to $2.60 billion, with the addition of $211 million. This increase in consumer expenditure suggests a greater level of engagement with mobile applications and companies' effectiveness in providing quality in-app experiences and material worth paying for.
Ecommerce statistics in Australia
The Australian e-commerce market expanded for a wide variety of consumer items, showing that online shopping has continued to rise in popularity with its steady optimization and customer convenience. With $7.70 billion, a rise of 14.8% year-on-year, the fashion industry had the most significant spending last year.
Next on the list is electronics, which, at $6.39 billion, reflects the tech-driven character of consumer tastes and represents a 7.2% growth from the previous year. The food and beverages categories were both among the top E-commerce categories in Australia. They totalled $3.38 billion in total spend, or a 7.6% rise in year-to-year expenditure, and $4.30 billion, an increase of 5.7% year-on-year, respectively, as Australians continued to delight in a range of easily accessible consumable items delivered directly to their doorsteps.
The furniture category, which rounds out the top five, not only accounts for a consumer expenditure of $1.95 billion but also conveys the highest percentage growth of 21.9% across all categories, indicating an interest in home comfort and aesthetics. With customers displaying preferences for home life, style, and tech, these categories demonstrate the dynamic and bustling character of e-commerce in Australia.
Tip: Learn more about omnichannel marketing and the customer journey.
These top purchase drivers have simplified and cheapened online shopping, further leading to the e-commerce sector's rapid growth. Free delivery emerges as the top purchasing motivator, with 66.5% of customers considering it the primary online shopping influence. The ability to shop for everything from groceries to clothing without leaving the house is one of the many ways it helps consumers save time and money.
Coupons and discounts, which 40.7% of Australian online shoppers prefer, magnify these savings. This is especially important in this age of fluctuating pricing caused by economic factors, as customers can get more for their money when they shop online thanks to these financial incentives.
However, the internet purchasing experience presents the difficulty of ensuring that product expectations meet reality. Consequently, 39.3% of customers think having a simple returns policy is essential to online shopping. It gives buyers peace of mind, knowing they can quickly return items for dissatisfaction or inaccurate descriptions. To meet the demands of e-commerce, where customers look for ease of purchase, big savings, and company trust, the top three Australian online purchase drivers are free delivery, coupons and discounts, and an easy returns policy.
Digital marketing statistics in Australia
An ongoing topic in this article is the increasing spending on digital ads in the Australian market, which illustrates the movement of advertising methods towards digital means. Brand awareness and consumer attention are constantly being competed for on digital platforms: In a world where consumers' focus is squarely on displays, companies are realising the power of digital marketing, as the bulk of ad expenditure is now directed towards the digital side. With 72.4% of total ads going online, the current digital-first marketing strategy is clear, as the advertising budget has reached $18.58 billion.
This large portion of the advertising budget for digital channels has increased by $862 million, or 6.8%, year over year. This shows that businesses are putting more money into digital channels like search and social media to reach their customers. Thanks to the ease at which digital advertising can target specific audiences and the rising time people spend online, there's a growing trust in digital marketing's capacity to yield returns.
A more targeted and data-driven strategy for advertising is necessary in light of Australia's shifting consumer behaviour, and this strategic investment in digital is a direct result of that.
Regarding year-on-year expenditure growth, three digital advertising formats have stood out in Australia in terms of the kind of digital ads companies have relied on. Investment in digital audio ads, integrated into popular music streaming and podcast platforms, has increased by 18.2%, with $130 million in the last year. Audio advertisements can only be as effective as the material they accompany; it's as crucial for companies to place their ads on engaging podcasts and playlists that cater to the specific audience they're trying to target.
As businesses want to leverage the trust and engagement that influencers have developed with their following, influencer advertising has also seen a notable increase, increasing by 15.0%, with $460 million spent over the previous year. Influencer ads are an excellent tool for marketers because they are customized and honest, which may deeply connect with people. It's essential to do due diligence when it comes to the influencer marketing strategy companies use.
The amount spent on digital video ads, including those shown on YouTube and similar sites, has increased by 10.3%, at $3.22 billion spent last year. With the popularity of video content consumption, these advertisements must be attention-grabbing enough to keep viewers from clicking the skip button. In an environment where viewers are eager to go on to the following video, the creative execution of this advertising is vital. Businesses may increase the success of their marketing initiatives by targeting certain client groups with more relevant content using social media monitoring.
With social media fatigue a key factor in times when everything and everyone seems to be online, it is even more essential to ensure your advertisements are targeted and suited to your audience in terms of message and brand ambassadors.
What’s ahead for social media in Australia?
Navigating Australia's social media environment requires a comprehensive understanding of multilayered digital trends, as shown by insights from We Are Social and Data Reportal's extensive global reports. If companies want to stand out in today's competitive digital landscape, they can't afford to ignore influencer marketing and the power of social media platforms like Instagram and TikTok.
Anticipating the future impact of these digital connections on both private and public spheres is essential. As more and more aspects of our lives go online, it's reasonable to assume that our future will be increasingly centered on the web. 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 digital realm requires creativity and quick thinking, whether using social media to communicate with customers directly or digital marketing to catch people's short attention spans. The future of reaching an always-online Australian audience requires a clever combination of genuineness, imagination, and tech knowledge as everyone's lives are moving online.
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If you want to use social media to promote your brand, contact Meltwater Australia by filling out the form below. We'll work with you to develop a plan that begins with social listening and extends all the way to the metrics you'll need to measure the success of your social media marketing. You may spread the word about your company and win over the hearts and minds of Australian customers.
