With 20.8 million social media customers, it’s estimated round 76% of Australians are actively engaged on social networks.
However how can manufacturers successfully attain these customers? Step one is to take a better take a look at the social media demographics in Australia. From generational developments to platform preferences, we cowl the must-know particulars about Aussie social customers and their on-line behaviours.
Social media utilization demographics in Australia
As social media continues to evolve, Australians aren’t simply utilizing it to talk with family and friends—they’re utilizing it to remain linked to the world round them. From sporting occasions to social causes, economics to leisure, social media is providing a window into the worldwide developments and occasions Aussies care about.
Per a 2024 Deloitte report, Australians predominantly use social media to browse feeds, watch movies and message with associates.
The report additionally discovered that roughly one in 5 Australians creates social media content material to generate earnings. Gen Z most actively earns cash from social media, with 40% of customers on this demographic utilizing it as an earnings supply.
Based on The 2025 Sprout Social Index™, 91% of Australian social media customers use it to maintain up with developments and cultural moments.
The Index additionally reviews that 93% of customers say it’s essential for manufacturers to maintain up with on-line tradition by way of their social media accounts.
Social media networks by age group in Australia
Australians are spending their time throughout a variety of social media networks, together with legacy websites and rising platforms. These are the platforms Australians are utilizing probably the most:
Based on the Deloitte report, practically all generations—Millennials, Gen X, Child Boomers and Matures—use Fb, YouTube and Instagram probably the most.
Nevertheless, the information reveals that Gen Z makes use of Instagram, YouTube and TikTok probably the most.
Fb’s recognition appears to be declining with youthful generations—and this development is predicted to proceed. The variety of Australian Fb customers is projected to lower by 47 million customers from 2024–2028.
Australians have gotten more and more open to decentralised social media networks, similar to Bluesky. In November 2024, Bluesky was listed as Australia’s top-ranked social media app in each Google and Apple’s app shops.
Essentially the most energetic technology on social media in Australia
To grasp social media demographics in Australia, it is advisable look at every technology’s engagement. Whereas Australians of all ages use social media, youthful customers are extra energetic than their elders. Based on Deloitte, right here’s a snapshot of how a lot time every technology spends on social media per week:
Gen Z: 10 hours and 5 minutes
Millennials: seven hours and 45 minutes
Gen X: six hours and 5 minutes
Child Boomers: 4 hours and half-hour
Matures: two hours and 40 minutes
When it comes to every day use, 56% of respondents mentioned they spend wherever from 1–5 hours on social media every day. For a lot of, as soon as they begin scrolling, it’s exhausting to cease: 46% mentioned they frequently spend extra time on socials than initially deliberate.
The report additionally highlighted that Australians have combined emotions about their time spent on social media. Whereas 33% really feel involved, 33% aren’t involved and 33% really feel impartial or declined to share their sentiments.
How authorities insurance policies might change social media demographics
Social media demographics in Australia are anticipated to alter in 2026 and past. In November 2024, the Australian Authorities introduced that it could be setting a minimal age of 16 for social media.
Set to take impact in December 2025, the invoice will cowl networks like Fb, Instagram, Snapchat, TikTok and X. Nevertheless, YouTube will probably be exempt, with the federal government citing its main functions as “schooling and well being help.”
With this in thoughts, networks topic to the legislation can count on to see their under-16 person base fall dramatically. In distinction, YouTube may even see a major uptick in under-16 customers as it will likely be one of many few social media websites they’re allowed to entry.
The ban may additionally form younger individuals’s content material preferences on social media for years to return. Whereas short-form content material is at the moment king, particularly on networks like TikTok and Instagram, under-16s will now not have the identical stage of entry to it. As a substitute, they’ll have primarily long-form video content material out there on YouTube, which may skew their preferences accordingly.
Australian manufacturers trying to join with under-16s should take the invoice and its potential outcomes into consideration. To succeed in this viewers past 2025, they’ll must discover alternate platforms and monitor altering preferences and behaviours.
How do social media behaviours differ by age group in Australia?
Each technology makes use of social media in a different way. No matter who you’re hoping to market to, it’s essential to grasp these distinctions. Under, we break down the ins and outs of every age group so you possibly can grasp generational advertising.
Gen Z: Spontaneous procuring and social activism
Nicknamed digital natives, Zoomers had been born into the period of the web. That’s why it’s no shock they’re a few of the most energetic social media customers on this planet. Under is a snapshot of how Gen Z is utilizing social media in Australia:
Per Deloitte, Australian Zoomers spent most of their social media time on Instagram, YouTube and TikTok in 2024.
Based on the Q1 2024 Sprout Pulse Survey, Gen Z is probably to make use of social to find new merchandise, sustain with the information and search buyer care from manufacturers.
Based on The 2023 Sprout Social Index™, Gen Z are impulsive social buyers. Over 50% of Gen Z shoppers make month-to-month or weekly spontaneous purchases resulting from one thing they noticed on social.
Whereas Gen Z are discouraged by brand-led activism, they’re captivated with influencer activism. Almost all Zoomers agree that influencers ought to take public stances on social points.
Millennials: Multitaskers who crave originality
Millennials’ social media behaviours are layered and nuanced. For many Millennials, social media isn’t simply a part of their every day routine—it’s how they begin their day. Nevertheless, whereas they’re digitally invested, they’re additionally simply distracted; many break up their consideration throughout a number of duties and platforms. Moreover, though they’re receptive to social media promoting, it must be genuine and distinctive to resonate.
The 2024 Deloitte report confirmed that Australian Millennials spent most of their social media time on Fb, YouTube and Instagram in 2024.
One other 63% of Millennials, in line with the report, are extra influenced by social media promoting than different types of promoting.
Over three-quarters (78%) of Millennials interact with media to begin their day, mostly by looking social media (28%), the report confirmed.
The report additionally revealed that 68% of Millennials often multitask whereas utilizing social media, so manufacturers should prioritise content material that’s immediately compelling and straightforward to devour.
Millennials worth originality on social media, so firms ought to concentrate on growing distinctive content material moderately than leaping on developments.
Technology X: Responsiveness and threat appreciation
Whereas Gen X customers are most energetic on established social media platforms, their expectations are something however conventional. Customers on this demographic are most drawn to manufacturers which can be responsive and creatively daring.
Per Deloitte’s 2024 report, Australian Gen X spent most of their social media time on Fb, YouTube and Instagram in 2024.
Like Millennials, Gen X worth originality in branded social media content material. Nevertheless, responsiveness to prospects is what helps them bear in mind a model probably the most.
Gen X respect manufacturers that take content material dangers, appreciating innovation and creativity. Companies that defy expectations of their advertising campaigns are likelier to seize the eye of this demographic.
Child Boomers: Staying loyal to legacy platforms
As a substitute of experimenting with new networks, Child Boomers are sticking with acquainted social websites that assist them keep linked.
Per Deloitte’s 2024 report, Australian Child Boomers spent most of their social media time on Fb, YouTube and Instagram in 2024.
In comparison with youthful generations, Child Boomers are far much less prone to embrace new social media networks. Based on a This fall Sprout Social Pulse Survey, solely 14% of Child Boomers had been on Threads—a below-average adoption charge.
Child Boomers place vital belief in influencers. The Pulse survey discovered that 47% of respondents used influencer suggestions as their important supply of vacation reward inspiration. Of all generations, Child Boomers had been the likeliest to say influencers encourage their reward concepts.
Fb: Australia’s demographics and utilization
Takeaways
Though Fb’s largest person base is aged 25–34, it’s nonetheless extensively used amongst older demographics. Manufacturers trying to market to Gen X and Boomers can (and will) nonetheless focus their efforts on Fb.
As a result of Fb has a near-even gender break up, gender-neutral campaigns have the facility to carry out properly. Entrepreneurs may conduct A/B testing to check the efficiency of male and female-centric campaigns.
YouTube: Australia’s demographics and utilization
Variety of customers: 20.80 million
Largest age group: 18–34 (over 50%)
Gender distribution: 51% feminine; 49% male
Time spent monthly: 21 hours and 36 minutes
Takeaways
The majority of Australian YouTube customers are Millennials and Gen Z. To successfully market to them, manufacturers should take into account the content material these generations get pleasure from and combine these into their technique.
For instance, per Sprout’s 2024 Social Media Content material Technique Report, Gen Z engages probably the most with long-form video, influencer-sponsored content material and short-form video.
The typical Australian spends over 21 hours on YouTube, signalling routine use and excessive engagement. Entrepreneurs can capitalise on this by growing episodic collection or binge-worthy content material that encourages customers to maintain coming again.
Instagram: Australia’s demographics and utilization
Variety of customers: 13.95 million
Largest age group: 25–34 (45%)
Gender distribution: 56% feminine; 44% male
Time spent monthly: 11 hours and 46 minutes
Takeaways
As a result of Instagram instructions a big portion of Australia’s on-line person base, companies can use it to extend model consciousness and attain new audiences.
With principally feminine customers, Instagram is especially well-suited to firms in industries like magnificence, style, wellness, way of life and parenting.
Per Sprout’s 2025 Social Index™, 54% of Aussie Instagrammers use the location to maintain up with developments. Entrepreneurs want to watch these developments to develop a nuanced understanding of on-line tradition and create content material accordingly.
LinkedIn: Australia’s demographics and utilization
Takeaways
Month-to-month time spent on LinkedIn is low, signalling extremely intentional utilization. Whether or not it’s to ship connection requests, discover job postings or reply to DMs, it’s secure to imagine that LinkedIn customers have a transparent goal when opening the app.
As such, manufacturers must prioritise fascinating copy and high-quality visuals to shortly seize customers’ consideration.
Based on Sprout’s 2024 Content material Technique Report, customers count on manufacturers to share academic product info, handle smaller communities and supply buyer help on LinkedIn.
TikTok: Australia’s demographics and utilization
Variety of customers: 5 million
Largest age group: Underneath 24 (over 50%)
Gender distribution: 51% feminine; 49% male
Time spent monthly: 42 hours and 13 minutes
Takeaways
TikTok boasts the very best engagement time of any social media website in Australia, making it a chief platform for manufacturers trying to encourage, educate or entertain by way of short-form video content material.
TikTok’s largest person base is Gen Z. Per Sprout’s 2024 Social Media Content material Technique Report, 77% say TikTok is their favorite community for locating new merchandise. To align with this choice, companies ought to prioritise content material like product launches, unboxings and tutorials.
The report additionally discovered that 62% of Zoomers use TikTok to hunt buyer care. Manufacturers should guarantee they’re correctly positioned to offer this help (e.g. promptly replying to DMs and addressing considerations within the feedback).
Snapchat: Australia’s demographics and utilization
Takeaways
Whereas the app has lengthy been related to teenagers, Snapchat information reveals that just about half of its person base is over 25—an indication that customers keep on the app long run. This presents a chance for manufacturers to evolve their content material as their audiences age and experiment with extra nuanced messaging.
The identical information reveals that Australian Snapchatters open the app a median of 40 instances per day to change messages, share updates and watch highlights of their favorite reveals. Entrepreneurs can capitalise on these frequent visits by selling bite-sized content material within the Uncover feed.
Based on Snapchat, 60% of Aussie customers work together with Augmented Actuality (AR) Lenses every day. This offers companies a novel alternative to mix leisure with promotion via filters like digital try-ons.
Pinterest: Australia’s demographics and utilization
Takeaways
Pinterest isn’t the place Australians go to mindlessly scroll—it’s the place they go to actively plan purchases. Customers who save one thing on Pinterest are 7x likelier to ultimately purchase it.
Gen Z is Pinterest’s fastest-growing person base. Per Pinterest, they save virtually 2.5x extra Pins and make 66% extra boards than different generations.
To point out up in Pinners’ high-intent searches, manufacturers should select placing visuals (each photos and movies) and inject related key phrases into their titles and descriptions.
Pinterest’s predominantly feminine person base is shaping predicted developments, similar to “Goddess Complicated” and “Sea Witchery” make-up seems.
X (previously Twitter): Australia’s demographics and utilization
Variety of customers: 4.03 million (projected determine for 2025)
Largest age group: 25–34 (international)
Gender distribution: 32.5% feminine; 67.5% male
Time spent monthly: 2 hours and 31 minutes
Takeaways
As a result of its person base principally consists of males, X is a perfect outlet for manufacturers in historically male-dominated sectors, similar to sports activities, tech, gaming and finance.
X has a novel capacity to facilitate real-time conversations and updates, which is a serious drawcard for its Aussie customers. Entrepreneurs can capitalise on this by sharing commentary, thought-provoking questions or culturally related content material.
Social media for information consumption by age group in Australia
Australians, significantly these in youthful demographics, are more and more utilizing social media as a information supply.
Based on a 2024 report, 70% of Australians aged 18–24 use social media to entry information; 46% named social media as their important information supply.
The report additionally revealed that 64% of Australians aged 25–34 entry information by way of social media; 38% listed social media as their important information supply.
In distinction, in line with the report, solely 22% of Australians aged over 75 use social media as a information supply.
With extra Aussies in search of out their information on social media, concern over misinformation has elevated. Per the College of Canberra, 75% of Australians are nervous about distinguishing truth from fiction on social networks—an 11% enhance since 2022.
Social commerce by age group in Australia
Along with performing as a supply of reports and leisure, Australian shoppers are utilizing social networks to browse, focus on and buy services.
Roughly 57% of Australians have engaged in social procuring actions.
Statista information reveals that Millennials had the very best social procuring engagement in 2022, adopted intently by Gen Z.
Fb was the popular social commerce platform amongst Millennials, while Instagram and TikTok had been extra well-liked with Zoomers, Statista information confirmed.
In 2025, Millennials are anticipated to account for roughly one-third of social media procuring worldwide. Zoomers will possible be a detailed second, accounting for 29%.
Per a 2023 survey, 58% of respondents shopped on Fb, making it Australia’s hottest social commerce website. YouTube took second place, with 44% of individuals having purchased one thing on the platform.
In 2023, 40% of Aussie social buyers in Australia used Instagram to make purchases.
Utilizing social media demographics in Australia to strategise smarter
By reviewing social media demographics in Australia, you’ll have a greater understanding of your viewers on this nation so you possibly can create a profitable social technique. Whether or not you’re advertising to Gen Z or Child Boomers, these insights will empower you to really join with them.
However analysing social media demographics isn’t a standalone activity. As a result of demographics solely inform a part of the story, you’ll must pair this information with insights into the viewers’s pursuits and preferences on every platform. Moreover, since these preferences are always evolving, it’s essential to hunt out probably the most up-to-date information out there.
To be taught extra concerning the newest social media preferences in Australia, take a look at the Australian version of The 2025 Sprout Social Index™.
