Leslie Massey
Australia has near-universal connectivity, with 97.1% of its population of 26.57 million people online as of February 2025. The country boasts high internet usage, with 92.6% of users aged 16 and above active on social media. As of 2024, there were 20.8 million social media users in Australia, accounting for 78.3% of the total population. Facebook is the most popular social media platform in the country, with about 16 million monthly active users, followed by Instagram, which had 13.95 million users in early 2024.
| Characteristics | Values |
|---|---|
| Total population of Australia | 26.57 million |
| People using the internet | 26.1 million (97.1%) |
| People using social media | 20.8 million (78.3%) |
| People accessing the internet via mobile | 24.9 million (94.9%) |
| People accessing the internet via desktop, laptop or tablet | 24.8 million (93.7%) |
| People using social media by age | Gen Z: 10 hours and 5 minutes, Millennials: 7 hours and 45 minutes, Gen X: 6 hours and 5 minutes, Boomers: 4 hours and 30 minutes, Matures: 2 hours and 40 minutes |
| Most popular social media platforms | Facebook, YouTube, Instagram, TikTok, iMessage, Snapchat, Pinterest |
| Number of Facebook users | 16 million (63%) |
| Number of Instagram users | 13.95 million (52.5%) |
| Number of LinkedIn users | N/A (56.5% of the total population) |
| Number of Pinterest users | 2 million |
| People using social media to find information about brands and products | 36.1% |
| People using social media to follow brands or businesses | 24% |
Explore related products
$16.37 $23.95
What You'll Learn
In 2024, 78.3% of Australians used social media
In 2024, 78.3% of Australians, or 20.8 million people, were active social media users. This figure represented a significant increase in social media usage in Australia, with the number of users rising by over 1 million since 2023.
Social media usage in Australia varies across different platforms and demographics. In 2024, Facebook was the most popular platform, with around 16 million monthly active users, followed by Messenger, Instagram, and WhatsApp. Other popular platforms included TikTok, iMessage, and Snapchat. It is worth noting that Instagram, with its emphasis on visual content, was particularly popular among younger users.
Australians use social media for a variety of reasons. The main motivation is to stay connected and keep in touch with friends and family (58.2%), followed by filling spare time (44.1%), often through memes and reels. Other reasons for using social media include finding content (28.7%), reading news stories (27.4%), and seeking inspiration for purchases (26.2%).
In terms of demographics, almost everyone aged 18-29 in Australia uses social media (99%), while social media usage decreases with age, with less than half of those aged 65+ using social media (47%). Additionally, males are more likely to use social media in most places, including at work (38% vs 32%) and on public transport (47% vs 39%).
The high social media usage in Australia, coupled with the country's high internet penetration rate of 96.2%, presents a valuable opportunity for businesses to incorporate social media advertising into their marketing strategies. By understanding the unique characteristics of each social media platform and the demographics they cater to, businesses can effectively reach their target audiences and leverage the strengths of each platform.
Car Crash in Australia: Who Pays for the Damage?
You may want to see also
Explore related products
Facebook is the most popular platform
Facebook is the most popular social media platform in Australia, with around 16 million monthly active users, representing about 63% of the population. In 2024, Facebook led social media in Australia, with over 21 million users. It is used by people of all ages, with the largest user group being between 25 and 34 years old, followed by 35 to 44-year-olds. It also maintains popularity among older users, aged 45 to 64. Facebook users generally seek connection and community, valuing content that fosters engagement. Many use it to stay updated on friends and family, as well as news, and to participate in interest-based groups.
Facebook is a versatile network, integrating various content types such as text, images, videos, live streams, and events, alongside robust group and community features. People use Facebook for personal communication, group discussions, event planning, and as a source of news and entertainment. It is also a popular platform for businesses, with around nine out of ten businesses of all sizes using it.
Facebook's popularity in Australia can be attributed to its ability to cater to different demographics and psychographics. It offers diverse content for various age groups, making it a preferred choice for Australians when compared to other social media platforms.
In terms of overall social media usage in Australia, the country had 20.8 million social media users in January 2024, equating to about 78.3% of the total population. Australia has high internet usage, with 97.4% of people aged 16 and up using mobile phones to access the internet and 93.7% using desktop computers, laptops, or tablets. The country's e-commerce market is also growing, with 17.1 million people shopping online in 2024, a 7.6% increase from the previous year.
Other popular social media platforms in Australia include Instagram, YouTube, TikTok, LinkedIn, and Pinterest. Instagram, in particular, is popular among younger, visually-oriented users, while LinkedIn caters more to professionals and those interested in career development. TikTok has also seen rapid growth among younger demographics.
Who Came to Australia for Gold?
You may want to see also
Explore related products
Australians spend an average of 6 hours and 24 minutes online daily
Australia has a population of 26.57 million people, with 26.1 million people online as of February 2025. This equates to 97.1% of the population. Australians spend an average of 6 hours and 24 minutes accessing the internet every day.
The high level of internet usage in Australia can be attributed to the country's near-universal connectivity, with 96.2% of Australians having access to the internet. This makes Australia a mobile-first nation, as 94.9% of users access the web via mobile devices. Among those aged 16 and above, 97.4% use mobile phones to access the internet, while 93.7% use a desktop computer, laptop, or tablet.
In terms of social media usage, Australia had 20.8 million social media users in January 2024, representing 78.3% of the total population. This high social media penetration is reflected in the usage statistics for various platforms. Facebook, for instance, has about 16 million monthly active users, representing around 63% of the population. Instagram, a popular platform among younger users, had 13.95 million users in early 2024, equivalent to 52.5% of the total population. LinkedIn, a platform focused on professionals and career development, had an audience equivalent to 56.5% of the total population at the start of 2024.
The time spent on social media varies across different generations in Australia. Gen Z leads the way, spending an average of 10 hours and five minutes on social media daily. Millennials follow closely with seven hours and 45 minutes, while Gen X spends six hours and five minutes. Boomers and Matures spend less time online, averaging four hours and 30 minutes, and two hours and 40 minutes, respectively.
Becoming a Flight Attendant: Australia Application Process Guide
You may want to see also
Explore related products
![Drfeify 4G Portable WiFi Router Long Battery Life for 32 Users, Americas Europe Australia Travel Pocket Hotspot with Color Screen for Business Travelers [3000mAh Lithium Ion Battery] (Black)](https://m.media-amazon.com/images/I/61lrTD9EMCL._AC_UY218_.jpg)
36.1% of Australians use social media to find information about brands
As of 2024, 36.1% of Australians use social media to find information about brands and products. This equates to about 7.5 million people, based on the total number of social media users in Australia in 2024.
In 2024, there were 20.8 million social media users in Australia, equating to 78.3% of the total population. This number increased by 1% in 2025, bringing the total number of internet users in Australia to 26.1 million. However, it is unclear how many of these users are actively using social media.
The high percentage of social media users in Australia presents a valuable opportunity for brands to connect with their target audiences. Facebook, with about 16 million monthly active users, is one of the most widely used social networks in the country. Instagram is also popular, with 13.95 million users in early 2024. This number likely includes minors, as Meta allows people aged 13 and above to use Instagram. In 2024, 62.1% of the "eligible" audience in Australia used Instagram.
Other popular social media platforms in Australia include YouTube, TikTok, LinkedIn, Pinterest, Twitter, and Snapchat. Each social network caters to different demographics and psychographics. For example, Instagram is popular with younger, visually-oriented users, while LinkedIn focuses on professionals and career development. TikTok has rapidly grown in popularity among younger demographics with its emphasis on creativity and trends.
Brands can leverage these social media platforms to reach different age groups and ensure their messaging resonates. For instance, with the announcement of a ban on social media for children under 16 in Australia in late 2025, brands targeting younger audiences may need to explore and invest more in YouTube and alternative platforms. Additionally, brands can utilise network-specific tactics and incorporate compelling visuals, strong targeting, and data-driven strategies to maintain a competitive edge.
Understanding Australia's Place in the EMEA Region
You may want to see also
Explore related products
In 2025, 92.6% of Australians were active on social media
Australia has long been a country with high internet usage. As of February 2025, 97.1% of the population, or 26.1 million people, were online. This represents a 1% increase from the previous year. Australia's high internet usage extends to social media, with 92.6% of internet users in the country active on social media as of 2025. This makes social media the third most prevalent online activity in Australia, after mobile phone internet usage (97.4%) and desktop, laptop, or tablet usage (93.7%).
The high level of social media usage in Australia is reflected in the large user bases of various social media platforms in the country. As of early 2024, Instagram had 13.95 million users in Australia, equivalent to 52.5% of the total population and 55.3% of the local internet user base. Meta, Instagram's parent company, only allows people aged 13 and above to use the platform, so it's worth noting that 62.1% of the "eligible" audience in Australia used Instagram in 2024. Facebook, another popular platform, had over 21 million users in Australia in 2024, making it the country's most popular social media platform. This figure represents around 63% of the population. In 2025, Facebook remained the most popular platform among social media users, with 94% usage. Other platforms with significant user bases in Australia include LinkedIn, which had an advertising reach of 56.5% of the total population in early 2024, and YouTube, which was one of the country's most popular social media platforms in 2024.
The usage patterns and behaviours of Australians on social media vary across different networks and demographics. In 2024, Australians spent varying amounts of time on social media depending on their generation: Gen Z spent the most time, with an average of 10 hours and 5 minutes, while Millennials spent 7 hours and 45 minutes, Gen X spent 6 hours and 5 minutes, Boomers spent 4 hours and 30 minutes, and Matures spent 2 hours and 40 minutes. Visual platforms are particularly popular in Australia, with Instagram seeing a 15-point jump in users (from 31% to 46%) between 2023 and 2024. Snapchat and Twitter also experienced significant growth during this period, with usage almost doubling for the former (from 22% to 40%) and a surge in usage for the latter (from 19% to 32%). In terms of usage patterns, most Australians use social media at home, with the living room, bedroom, and kitchen being the most common rooms. Additionally, social media usage has become increasingly mobile, with 94.9% of Australian internet users accessing the web through their mobile devices as of February 2025.
Social media platforms in Australia are used for various purposes beyond just social connection. About a third (36.1%) of Australians use social media to find information about brands and products, and 24% use it to follow brands or businesses. Social media advertising is therefore an important strategy for businesses in the country, with platforms like Pinterest offering opportunities to reach young audiences and drive sales. Additionally, 58.2% of Australian social media users go online to keep in touch with friends and family, 44.1% use it to fill spare time, and 28.7% use it to find content.
Homicide in Australia: A Declining Trend
You may want to see also
Frequently asked questions
As of February 2025, 92.6% of Australians were active on social media, amounting to 26.1 million people.
Facebook is the most popular social media platform in Australia, with about 16 million monthly active users. Other popular platforms include YouTube, Instagram, TikTok, LinkedIn, Messenger, WhatsApp, iMessage, and Snapchat.
Social media is used by people of all age groups in Australia, with usage behaviours differing across generations. Gen Z spends the most time on social media, followed by Millennials, Gen X, Boomers, and Matures. The usage patterns also vary, with Facebook being popular among older users and Instagram and TikTok favoured by younger generations.
Australia has high internet usage, with 96.2% of its population having access to the internet. However, Australians spend an average of 6 hours and 24 minutes online daily, placing the country in the bottom 40% of all countries.
Australian businesses incorporate social media advertising into their marketing strategies to reach their target audiences effectively. Facebook is the most popular platform for businesses, followed by LinkedIn and Twitter. Visual platforms like Instagram are gaining traction, and network-specific tactics are essential to resonating with different age groups.
