Whether or not you’re working an area enterprise or a multinational company, social media advertising and marketing is a should for manufacturers of all sizes. Nonetheless, understanding the social media panorama in Australia isn’t any small feat, however this information will make this once-tall activity a lot simpler.
Discover a few of the most necessary social media statistics in Australia to seek out the info you want to keep aggressive, increase ROI and construct higher methods.
Social media utilization statistics in Australia
It’s secure to say that digital tradition is ingrained into Australian life. In 2025, the variety of lively web customers is forecast to exceed 23.3 million, representing over 91% of the full inhabitants. This determine is anticipated to develop within the coming years, with a projected 27.7 million lively web customers by 2029.
However what are individuals doing on-line? High on-line actions embody emailing, net looking and digital banking, adopted by streaming and procuring. Right here’s a fast snapshot:
As of January 2024, there are roughly 20.8 million social media customers in Australia, equating to roughly 76% of the inhabitants.
Australians spend a mean of six hours and 20 minutes per week consuming social media.
The common Australian web consumer has 7.2 social media accounts.
By 2029, Australian social media customers are projected to develop by 2.1 million, reaching 26.68 million.
Social media promoting statistics in Australia
Across the globe, companies are leveraging social media platforms to attach with shoppers. Australian corporations are not any exception.
In 2023, social media promoting accounted for roughly US$3.8 billion (AU$6 billion*) in advert spend.
In 2025, social media advert spending is projected to succeed in US$4.73 billion (AU$7.5 billion).
Australia’s social media advert spending is anticipated to develop by one other 7.74% yearly from 2025–2030. This implies the sector’s worth will exceed US$6 billion (AU$9.1 billion) by 2030.
Takeaways:
With such sturdy projected development, Australian companies should incorporate social media promoting into their general advertising and marketing technique to facilitate long-term development.
Because the social media promoting sector grows, it would develop into more and more saturated. In consequence, manufacturers might want to prioritise compelling visuals, sturdy concentrating on and data-driven methods to keep up a aggressive edge.
Social media utilization statistics by age in Australia
Folks of all age teams use social media in Australia. Their behaviours on these networks, such because the time spent and the networks used, differ. In line with a 2024 report, right here’s how a lot time every era spends on social media:
Gen Z: 10 hours and 5 minutes.
Millennials: seven hours and 45 minutes.
Gen X: six hours and 5 minutes.
Boomers: 4 hours and half-hour.
Matures: two hours and 40 minutes.
In 2024, Australians favoured Fb, YouTube and Instagram general, whereas Gen Z most popular Instagram, YouTube and TikTok.
Past 2025, social media utilization by age will seemingly shift. In November 2024, Australia introduced a ban on social media for youngsters beneath 16, overlaying TikTok, Fb, Instagram and X, however exempting YouTube. The legislation takes impact in late 2025.
Takeaways:
As a result of community preferences fluctuate by era, manufacturers should develop network-specific techniques to successfully attain completely different age teams and guarantee their messaging resonates.
Given the upcoming social media ban for individuals beneath 16, manufacturers concentrating on youthful audiences have to discover and probably make investments extra in YouTube and alternate platforms.
Fb advertising and marketing statistics for Australia
With over three billion month-to-month lively customers globally, Fb is the world’s (and Australia’s) hottest social media platform.
Takeaways:
With Fb utilization stabilising amongst older demographics, manufacturers ought to modify content material methods to cater to Gen X and Boomers, specializing in video and trust-building content material.
Fb’s advert attain in Australia remains to be among the many highest. Manufacturers ought to deal with retargeting and lead era campaigns to benefit from present viewers behaviour.
Regardless of a gradual decline in youthful customers, Fb stays a high platform for neighborhood engagement and native enterprise discovery. Entrepreneurs ought to prioritise teams and native advert concentrating on.
Instagram advertising and marketing statistics for Australia
Instagram is a well-liked platform in Australia, favoured for its visible format.
Having gained over 1 million followers, Qantas is among the most prolific Australian manufacturers on Instagram. On its feed, you’ll usually see the airline showcasing attractive pictures of locations alongside its international journey routes.
Takeaways:
With 60% of Australian web customers participating with Instagram, it presents a major viewers for companies to focus on, particularly via adverts (reaching over 52% of the inhabitants).
Entrepreneurs ought to focus predominantly on the 25–34 age group. This demographic, particularly ladies, makes use of Instagram as a discovery instrument, making it ultimate for model consciousness and influencer advertising and marketing methods.
With in-app procuring adoption slowing, manufacturers ought to shift focus from direct gross sales to community-driven engagement and influencer partnerships.
Whereas Instagram stays sturdy, the anticipated decline in customers by 2028 suggests manufacturers ought to diversify their social media methods to remain related.
LinkedIn advertising and marketing statistics for Australia
Whereas it was initially designed as an employment market, LinkedIn is way more than that. It’s additionally an outlet for skill-building, thought-provoking discussions and trade updates.
Takeaways:
LinkedIn’s consumer development in Australia alerts a possibility for thought management and B2B advertising and marketing. Manufacturers ought to prioritise worker advocacy and long-form content material.
With increased natural engagement than different platforms, LinkedIn stays a cheap channel for B2B manufacturers to drive belief and trade authority.
LinkedIn’s algorithm favours private storytelling and expert-driven content material. With this in thoughts, executives ought to construct their private manufacturers to amplify their attain past firm pages.
Since 54% of Australian LinkedIn customers are male, manufacturers concentrating on male professionals—particularly in industries like finance, tech and engineering—can tailor messaging to this demographic.
Pinterest advertising and marketing statistics for Australia
Pinterest has remodeled search, procuring and saving by making the method fully visible and enabling customers to discover and curate pictures and movies into customized boards.
As of April 2024, there are 5.1 million Pinterest customers in Australia.
Ladies make up roughly two-thirds of Pinterest’s consumer base worldwide.
At 42%, Gen Z is Pinterest’s fastest-growing consumer base in Australia.
Pinterest reaches 41% of Australians aged 14–24; 37% of Australians aged 25–39; and 35% of Australians aged 40–54.
Security and safety are excessive priorities for 44% of Australian Pinterest customers.
Per ANZ managing director, Melinda Petrunoff, Pinterest helps retailers attain younger audiences. One among them is none aside from David Jones.
Whereas David Jones is among the oldest manufacturers in Australia, it’s carried out an important job of maintaining with social media traits. A curated combine of fashionable style, house, meals and wonder objects, its Pinterest feed attracts a mean of two million month-to-month views. In 2024, David Jones grew to become among the best manufacturers on Pinterest when it partnered with the community for an unique gift-shopping information.
“Over 50% of our customers inform us they arrive to the platform to buy,” stated Petrunoff. “This marketing campaign with David Jones is the right instance of how a model can attain our extremely engaged viewers, on the proper time with related content material.”
Takeaways:
Manufacturers ought to tailor content material to enchantment to ladies who make up about two-thirds of the worldwide Pinterest consumer base, in addition to Gen Z.
Since Pinterest has vital engagement from Australians aged 14–54, this gives a possibility for manufacturers to focus on numerous audiences throughout age brackets.
Since security and safety are a excessive precedence for customers, manufacturers ought to guarantee their content material aligns with consumer expectations for a secure and reliable atmosphere.
Threads advertising and marketing statistics for Australia
Threads permits customers to share short-form text-based posts in addition to photograph and video content material. Very similar to X, Threads is designed to foster real-time conversations and thought-sharing.
Within the 24 hours following its launch in July 2023, roughly 30 million individuals worldwide, together with main Australian figures like Prime Minister Anthony Albanese, signed up for Threads.
As of 14 July 2023, international customers had been spending a mean of six minutes per day on Threads, a drop from the typical of 21 minutes per day as of seven July 2023.
An estimated 1.6 million Australians used Threads throughout the month of its launch. However a later survey revealed that solely 5% of Australians had been actively utilizing the app by September 2023.
Threads has maintained a sizeable consumer base worldwide, with an estimated 275 million month-to-month lively customers as of This autumn 2024.
Takeaways:
Whereas Australians’ Threads utilization has decreased considerably because the platform’s launch, it’s nonetheless extensively used globally. In consequence, Threads could also be well-suited to Australian manufacturers trying to goal worldwide shopper markets.
As a result of customers usually solely spend a couple of minutes per day on the app, entrepreneurs have to tailor their posts to be as participating as potential. Greatest practices embody crafting sturdy hooks, showcasing eye-catching visible content material and holding textual content succinct.
TikTok advertising and marketing statistics for Australia
After rising to international prominence throughout the COVID-19 pandemic, TikTok has confirmed that it’s right here to remain, with over two billion customers worldwide. In Australia, people and companies on TikTok alike are embracing the facility of the platform.
With a younger, predominantly feminine viewers, Australian manufacturers like Princess Polly are thriving on TikTok. Usually via giveaways and user-generated content material, the label showcases its stylish, youthful clothes. Its advertising and marketing efforts have earned the model a 2025 nomination for TikTok Advertiser of the Yr.
Takeaways:
TikTok’s rise means genuine, low-production content material is outperforming polished adverts. Manufacturers ought to embrace the proper traits moderately than overproducing content material.
With over 8.5 million Australian customers, TikTok is now not “only for Gen Z”. Multi-generational engagement is rising, making it a viable channel for broader campaigns.
Manufacturers ought to leverage TikTok’s search behaviour, holding in thoughts that customers more and more deal with it like a search engine. In consequence, optimising captions and hashtags with TikTok search engine optimisation in thoughts is vital.
Reddit advertising and marketing statistics for Australia
Reddit is among the hottest forum-based social networks on the planet. The platform fosters on-line discussions, permitting customers to ask questions and share their ideas in teams referred to as subreddits.
Takeaways:
Manufacturers ought to use Reddit to construct belief with their prospects by participating with them instantly. Some greatest practices embody answering questions, providing recommendation and addressing issues or complaints.
As a result of the vast majority of international and Australian Reddit customers are male, manufacturers might wish to tailor their messaging to align with this demographic.
Manufacturers may leverage Reddit Adverts to extend model consciousness and entry the platform’s area of interest viewers members, a lot of whom can’t be reached on different networks.
X (previously Twitter) advertising and marketing statistics for Australia
Since its inception, X/Twitter, has cemented itself as a serious participant within the social media area. It’s referred to as a hub for fast updates, unfiltered ideas and real-time discussions. With the proper instruments, X is a superb place for companies to watch their model fame and keep linked to prospects.
In 2025, the variety of X customers in Australia is anticipated to hit 4.03 million.
Projections present that the variety of X customers in Australia will enhance barely within the coming years, reaching 4.08 million in 2028.
X is extra in style amongst Australian males than ladies.
X can also be extra in style amongst Millennials than different social media networks.
EB Video games Australia is among the many manufacturers leveraging the facility of X in 2025. The gaming big makes use of it to replace its 150,000 followers about new releases, upcoming gross sales and limited-edition presents.
Takeaways:
X’s power lies in real-time updates and conversations, making it ultimate for customer support, disaster administration and direct engagement. Manufacturers can use social listening instruments to trace mentions, deal with issues and capitalise on trending discussions.
Given X’s fast-moving nature, damaging sentiment can unfold rapidly. Manufacturers ought to implement a proactive monitoring technique to reply to suggestions earlier than it escalates. A well-managed X presence can improve credibility and belief by demonstrating responsiveness and transparency.
With over 4 million Australian customers and rising, X is a priceless platform for focused advertising and marketing, significantly for industries that thrive on information, sports activities, finance and tech discussions. Whereas it might not have the biggest viewers, excessive engagement from sure demographics (corresponding to males in Australia) makes it a powerful platform for manufacturers concentrating on male shoppers.
Manufacturers can place themselves as thought leaders by sharing trade experience and fascinating in related conversations. A well-crafted X technique can assist B2B and different manufacturers set up authority of their area. Partnering with influential voices on X (journalists, analysts, trade specialists) may increase credibility and visibility in area of interest markets.
YouTube advertising and marketing statistics for Australia
Though it was usually handled as a streaming service, YouTube is turning into extra recognised as a social media community in Australia. YouTube permits customers to share movies, like content material, depart feedback and interact with on-line communities.
YouTube is projected to succeed in a brand new peak of 15.8 million Australian customers by 2029 (a 2.4% enhance from 2024).
In 2025, YouTube is anticipated to surpass Fb in its complete variety of Australian customers.
In 2024, watching movies (together with on YouTube) was the highest type of digital house leisure amongst Australians.
On common, Australians spent a mean of over 22 hours per week watching movies at house in 2024. This contains movies on YouTube, subscription video on demand (SVOD) and free-to-air tv.
Many Australian manufacturers, together with Telstra, have made YouTube a core a part of their content material technique. On the channel, you’ll discover the whole lot from bite-sized adverts to useful smartphone tutorials.
Takeaways:
Since YouTube is anticipated to surpass Fb, manufacturers ought to prioritise YouTube of their digital methods. Manufacturers ought to use it to develop model engagement via likes, feedback and neighborhood interplay.
Watching YouTube movies is the highest digital leisure exercise for Australians, making YouTube a first-rate area for adverts and model storytelling.
Influencer advertising and marketing statistics for Australia
It’s inconceivable to speak about social media statistics in Australia with out relating influencer advertising and marketing. Having greater than tripled globally since 2020, influencer advertising and marketing isn’t any fad, however a advertising and marketing powerhouse.
Australia’s influencer advertising and marketing legal guidelines require influencers to obviously disclose when content material is sponsored to keep away from deceptive or deceiving shoppers. Clear disclosure practices embody mentioning that it’s an advert within the put up caption or hashtags, or utilizing native branded instruments.
A 2023 Australian Shopper & Competitors Fee (ACCC) overview discovered that 81% of influencers had been posting probably deceptive promoting. It’s necessary for manufacturers to vet and set clear expectations with influencers to keep away from spreading misinformation.
Micro-influencers (10K–100K followers) have gotten more and more in style in Australia. Though their followings are smaller, they’re extremely engaged, signalling a extra genuine and relatable reference to their viewers.
Australia’s advert spending on influencer advertising and marketing is projected to succeed in US$589.1 million (AU$943.8 million) in 2025.
Advert spending on influencer advertising and marketing is forecasted to succeed in a market quantity of US$874.5 million (AU$1.3 billion) by 2029.
In line with a 2023 survey, 43% of Australian companies reported spending lower than $10,000 per 12 months on influencer advertising and marketing. However 67% of companies stated they meant to spice up their influencer advertising and marketing price range within the following 12 months.
Takeaways:
Manufacturers have to put money into influencer advertising and marketing. With advert spending surging, influencer advertising and marketing is a confirmed technique for model visibility and shopper belief in Australia.
As influencer advertising and marketing continues increasing, manufacturers that construct sturdy partnerships now will profit from larger attain and ROI in the long term.
Manufacturers should be clear about their partnerships with influencers to not solely abide by Australian Shopper Legislation but additionally to convey authenticity and achieve shopper belief.
Social media shopper behaviour in Australia
Within the age of ecommerce, it’s no shock that social commerce has boomed in reputation. Beneath is a fast overview of the social commerce sector in Australia.
Takeaways:
Social commerce is rising, however shopper scepticism round in-app purchases stays. A few of shoppers’ most typical issues embody safety points, faux rankings, scams and dishonest influencer endorsements.
Sceptical customers could also be extra inclined to make use of social media for product discovery earlier than continuing to the model’s web site to take a look at.
Manufacturers ought to deal with constructing belief via opinions, UGC and seamless checkout experiences.
Use social media statistics to information your technique
With this information in your facet, there’s just one factor left to do: put it to work. By contemplating these info and figures, you’ll craft a social media advertising and marketing technique that works smarter, not tougher.
Possibly it would see you make investments extra in influencer advertising and marketing. Possibly it would lead you to discover social media networks you by no means would have thought of for your enterprise. Possibly you’ll develop a lot that you simply begin branching out abroad. When you do, be sure you learn our international social media statistics for insights on attracting a global viewers.
*All AUD foreign money equivalents are approximate, primarily based on alternate charges on the time of publication and topic to vary.
