Lexi Webster
Snapchat is a highly popular social media platform in Australia, with over 8 million monthly active users as of 2025. Snapchat's Australian user base is growing, with the platform reaching 80% of 13-24-year-olds and 75% of 13-34-year-olds in the country. The platform is particularly favoured by Generation Z, but it also has a significant user base among older age groups, with nearly 45% of Australian Snapchatters being 25 years or older. Snapchat's unique features, such as augmented reality lenses and real-time engagement, have made it a high-impact platform for connection and brand engagement in Australia.
| Characteristics | Values |
|---|---|
| Number of monthly users in Australia | 8 million |
| Percentage of Australia's population that can be reached by ads | 30.8% |
| Gender split | 52% female, 47.6% male |
| Percentage of adults engaged | 31.9% |
| Number of times Australian users open the app daily | 40 |
| Percentage of 13-24-year-olds reached | 80% |
| Percentage of 13-34-year-olds reached | 75% |
| Percentage of users who are 25 years or older | 45% |
| Percentage of 16-64-year-olds who say Snapchat is their favourite social media platform | 3.7% |
| Australia's rank in the world for Snapchat advertising audience reach | 14th |
| Snapchat's rank in the world for popularity | 9th |
| Number of daily active users globally | 443 million |
| Number of monthly active users globally | 750 million |
| Number of monthly sessions in Australia | 490.2 |
| Average number of daily logins per user | 15 |
| Time spent by users monthly | 16 hours and 26 minutes |
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What You'll Learn
Snapchat's popularity in Australia by age group
Snapchat has gained immense popularity in Australia, with over 8 million monthly active users as of August 2023. This number represents 30.8% of Australia's population and 31.7% of internet users in the country. The app is particularly popular among younger Australians, with 80% of 13-24-year-olds and 75% of 13-34-year-olds using it. This equates to around 45% of Snapchatters in Australia being 25 years or older.
Snapchat's appeal extends across various age groups, with 3.7% of 16-64-year-olds claiming it as their favourite social media platform. The app is used for a variety of purposes, including connecting with friends and family, expressing creativity, entertainment, and even purchasing products through brand collaborations.
Snapchat's unique features, such as Augmented Reality (AR) lenses and interactive filters, enhance user engagement and provide a fun and pressure-free environment for self-expression. This has attracted a significant number of Australian users, with 60% of the Australian Snapchat community interacting with AR lenses daily.
While Snapchat's largest global audience is males aged 18-24, the gender distribution in Australia is nearly even, with 52% female users and 47.6% male. This balance contributes to a diverse user base within the country.
In terms of usage frequency, Android users in Australia open the app 619.3 times per month on average, making Snapchat the most regularly opened social media app in the country. Overall, Australian Snapchatters open the app approximately 40 times per day for various activities, reinforcing its popularity across different age groups in Australia.
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Snapchat's advertising reach in Australia
Snapchat has become an increasingly popular social media platform in Australia, with a potential advertising reach of 8.27 million people, or 30.8% of the population, as of 2025. This includes 31.9% of adults, which is in line with national social media trends. Snapchat's advertising reach in Australia has been increasing, with a 5.3% year-on-year and a 3.6% quarter-on-quarter growth.
Snapchat's unique features, such as Spotlight, Creator Marketplace, and Creator Shows, enable brands to tap into local influencer culture and drive virality based on content rather than follower count. Additionally, the platform's AR lenses and interactive filters enhance user engagement and facilitate authentic interactions. Snapchat's immersive ad format and precise targeting options coupled with its engaged audience of Gen Z and Millennials make it an attractive platform for businesses of all sizes.
In 2024, brands in Australia spent $4.26 billion on social media advertising, with social media accounting for 29.3% of all digital ad spend. Snapchat is one of only a few global social networks where Australia ranks in the top 20 countries for advertising reach. As of January 2024, Australia had the highest Snapchat ad reach in the Asia-Pacific region, with ads reaching around 30% of the adult population.
Snapchat's popularity in Australia is particularly notable among younger audiences, with 80% of 13-24-year-olds and 75% of 13-34-year-olds using the platform. This age group has a significant spending power of $5 trillion, making them a valuable target audience for businesses. Snapchat's ad pricing is flexible, allowing businesses to control their spending and adjust their campaigns as needed.
Overall, Snapchat's high engagement rate, innovative features, and reach among Australian users, especially the younger generation, make it a compelling platform for businesses looking to increase brand awareness, connect with new audiences, and drive sales in the Australian market.
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Snapchat's ranking among Australia's most-used apps
Snapchat is currently the sixth most-used app in Australia. It has over 8 million monthly active users in the country, with a potential ad reach of 8.27 million people. This represents 30.8% of the population and 31.7% of internet users.
Snapchat is particularly popular among younger Australians, with 80% of 13-24-year-olds and 75% of 13-34-year-olds using the app. However, it's worth noting that almost 45% of Snapchatters in Australia are 25 years or older. On average, Australian Snapchatters open the app 40 times per day to chat, watch highlights, and share moments. The app is also used for its augmented reality (AR) lenses, with 60% of Australian users interacting with AR lenses daily.
In terms of monthly sessions, Snapchat ranks second in Australia, with 490.2 sessions and over 15 daily logins per user. The app has evolved to include various features such as messaging, Bitmoji, Stories, and curated content. Snapchat's unique selling point is its focus on real-time engagement, with tools like Spotlight, Creator Marketplace, and Creator Shows that enhance interactivity and local influencer culture.
While Snapchat is gaining traction in Australia, it is also expanding in the Asia Pacific region, with India leading the way in terms of user growth. In comparison to other social media platforms in Australia, Snapchat ranks behind Facebook, Messenger, Instagram, WhatsApp, TikTok, and iMessage in terms of monthly users. However, it is ahead of platforms like YouTube and Twitter in terms of user engagement and time spent on the platform.
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Snapchat's monthly active users in Australia
Snapchat has gained popularity in Australia, with over 8 million monthly active users in the country as of August 2023. This number represents a significant portion of the Australian population, with Snapchat reaching 30.8% of the population and 31.7% of internet users. The app is particularly popular among younger audiences, with 80% of 13-24 year-olds and 75% of 13-34 year-olds in Australia using the platform. Additionally, almost 45% of Snapchatters in Australia are 25 years or older.
Snapchat's unique features, such as its emphasis on real-time engagement, augmented reality lenses, and interactive filters, have contributed to its popularity in Australia. The app provides a platform for users to connect with friends, express themselves creatively, and enhance their relationships. On average, Australian Snapchatters open the app around 40 times per day, spending approximately 16 hours and 26 minutes on the platform monthly.
In terms of gender distribution, Snapchat's user base in Australia is relatively balanced, with 52% female and 47.6% male users. This aligns with the national social media trends and further contributes to the platform's popularity.
The app's popularity in Australia has also made it an attractive platform for brands and advertisers. With a potential ad reach of 8.27 million people in Australia, Snapchat offers a valuable opportunity for businesses to connect with their target audience and drive brand visibility.
While Snapchat has seen strong growth in Australia, it is also expanding rapidly in the Asia Pacific region, with India leading the way in terms of user engagement. As of the third quarter of 2024, Snapchat had 443 million daily active users worldwide, showcasing its widespread popularity.
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Snapchat's engagement and usage patterns in Australia
Snapchat has become increasingly popular in Australia, with 8 million monthly active users in the country as of 2023. This number represents 30.8% of Australia's population and 31.7% of its internet users, a significant proportion that continues to grow. Snapchat's Australian user base is diverse, with nearly equal gender representation and engagement from both younger and older audiences.
Snapchat's engagement in Australia is driven by its appeal to Generation Z and younger audiences. The platform reaches 80% of 13-24-year-olds and 75% of 13-34-year-olds in Australia. While it is particularly popular among younger users, it is notable that almost 45% of Snapchatters in Australia are 25 years or older. This demonstrates a broader appeal that extends beyond the typical youth-dominated social media platforms.
Australian Snapchatters exhibit high levels of engagement and usage. On average, they open the app 40 times per day to connect with friends and family, watch content, and share moments from their lives. The app's features, such as messaging, Bitmoji, Stories, and curated content, contribute to its popularity. Additionally, 60% of Australian users interact with Augmented Reality (AR) Lenses daily, enhancing their creative expression and engagement with the platform.
Snapchat's advertising potential in Australia is significant, with a reach of 8.27 million people. This makes it an attractive platform for brands looking to increase their visibility and engage with Australian consumers. The platform's real-time engagement features, such as Spotlight, Creator Marketplace, and Creator Shows, facilitate ongoing interactions and provide opportunities for local influencer collaborations.
In terms of usage patterns, Snapchat is Australia's sixth most regularly used app as of 2025. Android users open the app 619.3 times per month, making it the most frequently opened social media app in the country. Australian users spend approximately 16 hours and 26 minutes on Snapchat monthly, demonstrating a strong level of engagement and time spent on the platform.
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Frequently asked questions
Yes, Snapchat is the sixth most-used app in Australia. It has over 8 million monthly active users in the country, with 33.1% of the population using it monthly. Snapchat is especially popular among younger audiences, with 80% of 13-24-year-olds and 75% of 13-34-year-olds in Australia using the platform.
Snapchat has a potential ad reach of 8.27 million people in Australia, which is 30.8% of the country's population and 31.7% of internet users. Australia is the 14th largest Snapchat advertising audience reach market globally.
Australians use Snapchat for a variety of purposes, including chatting with friends and family, watching content, and sharing moments from their lives. The platform is also used for entertainment, brand collaborations, product discovery, and sponsorships. Snapchat's features like Spotlight, Creator Marketplace, and AR lenses enable real-time engagement and authentic interaction for its users.
