How Much is Social Media Used in Australia? The Ultimate Guide to 2025 Trends, Statistics, and Insights

The Growing Role of Social Media in Australia

In 2024, social media continues influencing nearly every aspect of Australian life, from personal communication to business marketing. Australians spend hours each day interacting with platforms like Facebook, Instagram, TikTok, LinkedIn, and YouTube, making these platforms a crucial component for businesses seeking to connect with a vast audience.

But just how much is social media used in Australia? Understanding this trend is vital for businesses, marketers, and individuals looking to stay relevant in the evolving digital landscape.

In this comprehensive guide, we will explore the current state of social media in Australia, uncover key statistics, examine the most popular platforms, and provide actionable insights into how businesses can leverage social media for success. Whether you’re looking to improve your personal brand or grow your business through social media, this guide will equip you with the tools and knowledge needed to thrive.

1. Social Media Statistics in Australia: Key Facts and Figures

The Growth of Social Media Users in Australia

Social media use in Australia has exploded in recent years, with the number of active users increasing year by year. In 2024, more than 80% of Australians actively engage with social media, a trend that shows no sign of slowing down. According to Statista, over 20 million Australians are now on social media—this is a significant portion of the population, making it a powerful tool for businesses to tap into.

• • Active Users: Approximately 20 million Australians are active social media users, representing 80% of the population.
  • Daily Use: On average, Australians spend 1.5 hours per day on social media, a figure that has been steadily increasing in recent years. This presents an immense opportunity for brands to reach their audience during peak engagement times.

Mobile-First Usage

The trend toward mobile-first internet usage is prominent in Australia. Social media is primarily consumed on smartphones, making it essential for businesses to create mobile-optimised content.

• • Mobile Usage: 95% of social media users in Australia access platforms via mobile devices. This is important because mobile usage affects content creation and how advertisements are displayed and interacted with.

Growth in Social Media Engagement

The Australian social media landscape has grown by about 5% year-over-year, with younger audiences leading the charge. Gen Z and millennials are particularly influential in this growth, with many of them spending up to 3 hours per day on social platforms.

• • Gen Z (16-24 years old): This group makes up over 35% of total social media users in Australia.
  • Millennials (25-40 years old): Millennials increasingly use social media for personal and professional reasons, contributing to significant growth in platforms like LinkedIn and Instagram.

2. Popular Social Media Platforms in Australia

While the social media landscape in Australia continues to evolve, several platforms stand out as leaders in user engagement, reach, and overall popularity.

Facebook: The Foundation of Australian Social Media

Facebook remains one of the top social platforms in Australia, with over 16 million active users in 2024. Despite challenges from emerging platforms like TikTok and Instagram, Facebook continues to dominate because of its vast network, targeting capabilities for businesses, and the engagement it generates, especially among individuals over 35 years old.

• • Primary Uses: News consumption, community engagement, event organisation, and product discovery.
  • Business Impact: 87% of Australian consumers use Facebook to discover new brands, products, and services. For businesses, Facebook offers highly targeted advertising that drives measurable ROI.

Instagram: Visual Engagement for the Younger Demographics

Instagram has surged in popularity, particularly with younger audiences (18-34 years old). Over 10 million Australians are active on Instagram, engaging with visually rich content such as photos, stories, and reels.

• • Primary Uses: Content discovery, influencer marketing, and e-commerce (Instagram Shopping).
  • Business Impact: Instagram’s direct integration with e-commerce is a game-changer for businesses. With Instagram Shopping, users can purchase directly from their feed, creating seamless shopping experiences.

YouTube: The Dominant Video Platform

As the second-largest search engine in the world, YouTube is immensely popular in Australia. Australians spend over 1.5 billion hours monthly watching videos on YouTube, with a massive range of content types, from tutorials and entertainment to news and vlogs.

• • Primary Uses: Video content consumption, entertainment, and education.
  • Business Impact: YouTube’s massive audience makes it an ideal platform for businesses to engage with their target audience through video ads, tutorials, or brand storytelling.

LinkedIn: The Business and Professional Network

With over 5 million active users, LinkedIn is the go-to platform for business professionals in Australia. It’s crucial for networking, job searching, B2B marketing, and professional content sharing.

• • Primary Uses: Professional networking, thought leadership, job hunting, and B2B marketing.
  • Business Impact: LinkedIn has become essential for businesses targeting professionals and decision-makers. For B2B companies, LinkedIn is an effective platform for building credibility, sharing insights, and attracting leads.

TikTok: The Explosive Growth of Short-Form Video

TikTok has experienced explosive growth in Australia, especially among the 16-24 age group. With more than 5 million active users in the country, TikTok has emerged as a leader in short-form video content.

• • Primary Uses: Entertainment, viral trends, and influencer marketing.
  • Business Impact: With its algorithm that promotes viral content, TikTok offers incredible opportunities for businesses to build brand awareness quickly. Brands can collaborate with influencers or run ads to reach younger audiences.

3. Social Media’s Impact on Australian Businesses

Social media isn’t just a platform for communication—it’s a powerhouse for driving business success in Australia. The growing digital presence and the shift to e-commerce have made social media indispensable for Australian brands looking to grow their market presence.

Increasing Sales through Social Media Marketing

Research shows that 87% of Australian consumers are influenced by social media when making purchasing decisions. Brands that leverage social media marketing see higher conversion rates, brand loyalty, and customer engagement.

Building Brand Awareness and Community Engagement

Social media offers businesses the perfect opportunity to build meaningful relationships with their customers. Creating content that resonates with your target audience can lead to higher engagement, positive brand sentiment, and increased word-of-mouth referrals.

Targeted Advertising for Better Results

Social media platforms allow businesses to run highly targeted ads based on user behaviour, interests, and demographics. This leads to more efficient ad spend and better outcomes for campaigns.

4. Future Trends in Australian Social Media Usage

As the social media landscape continues to evolve, businesses need to stay ahead of trends to maximise their digital marketing efforts.

Mobile-First Content Strategy

As mobile-first usage continues to rise, businesses must prioritise mobile-optimised content. Platforms like Instagram and TikTok are already heavily mobile-centric, making it essential for businesses to develop content tailored for these platforms.

The Rise of Video Marketing

The demand for video content is increasing, and platforms like YouTube, Instagram Reels, and TikTok are at the forefront of this shift. Video content helps businesses engage their audience more personally and dynamically.

Social Commerce and E-Commerce Integration

With the rise of social commerce, Australian businesses should focus on integrating e-commerce features into their social media strategy. Platforms like Instagram and Facebook are making it easier than ever to shop directly from posts, making it a lucrative option for businesses.

Social Media in Australia—A Powerful Tool for Growth

The power of social media in Australia cannot be overstated. With over 20 million active users and the continued rise of mobile-first platforms, social media is integral to personal communication and business marketing. For businesses, staying ahead of the trends and understanding how Australians engage with platforms like Facebook, Instagram, TikTok, and YouTube is key to success.

As the digital landscape evolves, businesses should continue leveraging social media’s power to drive sales, build brand awareness, and create meaningful relationships with their audience.