The State of Social Media Usage In Australia in 2024

Social Media Usage Trends in Australia

Australians continue to be active on social media, despite a slight decline in usage compared to previous years. This article delves into the time Australians spend on social platforms and identifies the most popular networks, with insights tailored for both B2B and B2C businesses.

• Daily Usage: Australians spend an average of 1 hour and 51 minutes per day on social media, a decrease of 13 minutes from the previous year.
• Weekly Engagement: This translates to nearly 13 hours per week.
• Platform Diversity: On average, Australians use 6.1 social platforms monthly.
  

Popular Social Media Platforms

For General Users (B2C)

Facebook

• Most popular platform, preferred by 24.2% of users.
• 77.7% of internet users aged 16-64 use it monthly.
• Users spend an average of 20 hours and 15 minutes per month.

YouTube

• Tied with Facebook in popularity, with 78.2% of internet users using it monthly.
• Average dwell time: 19 minutes, 33 seconds per visit.

Instagram

• Preferred by 19% of users.
• Used by 62.4% of internet users aged 16-64.

TikTok

1. Rapidly growing in popularity, with 12% of users favouring it.
   
   2. Monthly usage: 40% of internet users aged 16-64.
   3. Australians spend an average of 38 hours per month, surpassing global averages.
      

For Business Users (B2B)

1. LinkedIn
   
   1. Attracts high-value professional users.
   2. Ranked 5th among Australia’s most visited social media networks.
      
2. Facebook
   
   1. Despite its B2C focus, its wide reach makes it valuable for B2B marketing.
      
3. YouTube
   
   1. Excellent for B2B marketers due to long dwell times and broad reach.
      

Important points for Businesses

B2C Strategies:

• Focus on Facebook, Instagram, and TikTok for high engagement.
• TikTok’s exceptional dwell time offers great opportunities for marketing.
  

B2B Strategies:

• Prioritise LinkedIn for professional networking and marketing campaigns.
• Don’t overlook Facebook and YouTube for their extensive reach.
  

General Insights:

• Video content is a critical component of successful marketing strategies, as evidenced by the dominance of YouTube and TikTok.
• The 25-34 age group is the most engaged, followed by 18-24 and 35-44. Tailor your content accordingly.
  

Conclusion

While Australians’ social media usage has slightly declined, platforms remain integral to daily life and business outreach. By choosing platforms wisely and incorporating video content, businesses can effectively target their audiences and maximise engagement.
For B2C brands, vibrant platforms like TikTok and Instagram hold the key, while B2B companies will find LinkedIn invaluable for reaching professionals.

References

• Time spent on social media by Australians declines over past three months – Mumbrella
• Social Media Statistics for Australia [Updated 2024] – Meltwater
• This is the habit Australians spend 44 hours a week on – SBS