Surprising social media statistics about Australia.

Aussies are on social media constantly. We check in with our friends on Facebook, watch videos on YouTube and follow our favourite brands on Instagram. In fact, as a nation we have some of the most active social media users in the world.

Here are some of the most surprising social media statistics in Australia, and what they mean for you.

20.5 million Australians use social media platforms.

That’s almost 80% of the country who regularly use social media platforms such as Facebook, Instagram, Tiktok, YouTube or LinkedIn. What’s more, 58% of Aussies check social media as soon as they wake up.

In other words, investing in social media is no longer a “nice thing to have” for a small business—it’s essential.

Facebook is the most popular social media platform.

How many people use Facebook? In Australia, it’s the most popular social media platform, with 89% of us having an active account. The average user accesses the platform 29 times per week, and spends an average of 8 hours there every week.

Facebook is one of the most important social media platforms for any small business to connect with existing customers, and find new ones. If you have to choose one social media platform for your small business, chances are you will end up picking Facebook.

Almost half of Australians use Instagram.

Our Social Media Report found that 45% of respondents use Instagram.

Whether it’s posting pictures or checking out hashtags, Australians love Instagram. Instagram is one of the best channels available for social media marketing, if your products are visually appealing.

As you may already know, Facebook owns Instagram. This is great news for small businesses, because you can run ad campaigns across the two to reach more users.

Australians spend an average of 12 hours a week on YouTube.

As the go-to source for video content, Aussies spend an average of 12 hours on YouTube per person every week. This makes YouTube more popular in terms of time spent on site than any other platform (Facebook is in second, at 8 hours).

Like other platforms, YouTube has paid advertising available before and during a video, but you can also create and post your own content for free. It’s owned by Google, which is a bonus as you can include it in your display marketing campaigns.

95.9% of Australians own a smartphone.

Mobile matters. Australia has one of the highest smartphone penetration rates in the world, with 95.9% of Australians owning a smartphone device. Social media users in Australia are checking apps on their daily commute, during breaks, or in the evenings, which explains why so much ad revenue is invested in mobile.

The takeaway? When you’re setting up ad campaigns on social media, remember to prioritise mobile to reach your customers anywhere at any time.

39% of social media users follow a brand.

This one’s great news for small businesses. Almost four in ten Australians follow brands or businesses on social media, which means they’re interested in and open to connecting with companies online.

On top of that, more than half of all consumers say that they’re more likely to trust brands that invest in their social media, and interact with customers in a positive way online.

Want to learn how your business can harness social media marketing in Australia? Start reaching customers today with our Social Ads packages.

Spice up your social media with Social Ads from Yellow Pages.

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