Identified and beloved for its compelling short-form video content material, TikTok has grow to be a social powerhouse in Australia. In accordance with The 2025 Sprout Social Index™, 39% of Australian social customers flip to TikTok to maintain up with developments in lots of areas, from finance to vogue, know-how to journey. For companies, this stage of engagement represents a serious advertising alternative—however provided that they know precisely how and why Australians are utilizing the app.
On this information, we cowl a number of the most vital TikTok statistics in Australia. With these insights, you possibly can information your social technique, spark marketing campaign concepts and create content material that actually resonates with Australian audiences.
Key TikTok statistics in Australia
TikTok is a serious participant in Australia’s social media panorama. Beneath are a couple of statistics that spotlight how deeply the community has embedded itself into the on a regular basis lives of Australians:
As of June 2023, 5 million Australians and 350,000 Australian companies use TikTok.
In 2024, Australian Android customers spent a median of 42 hours and 13 minutes monthly on the app, equating to roughly an hour and a half per day. This made TikTok the social app with the very best common time spent, surpassing YouTube by greater than 20 hours per week.
Per a 2024 report, Australian TikTok customers spend most of their time on the app watching movies, looking feeds and messaging with pals.
In accordance with Sprout’s 2024 Social Media Content material Technique Report, short-form movies (15–60 seconds lengthy) carry out finest on TikTok. Customers are most occupied with entertaining content material, influencer partnerships, contests and giveaways.
The rise of TikTok in Australia: TikTok stats on progress within the Australian market
Though it’s been a serious participant in Australia’s social media panorama for years, TikTok is consistently evolving. What primarily started as an leisure platform has remodeled right into a supply of data, an outlet for cultural connection and a driver for social change.
In This fall 2024 alone, TikTok generated 186 million downloads from customers globally.
TikTok is anticipated to succeed in 35 billion customers by 2029.
Per Sprout information, almost two-thirds (63%) of Gen Z customers devour information on TikTok.
In accordance with a 2024 report from Oxford Economics, 19% of Australian customers have donated to a charity or trigger they noticed on TikTok, and 18% have dedicated their time to volunteer.
TikTok Australia consumer and demographic statistics
TikTok appeals strongly to youthful audiences; over 30% of its world viewers is aged 18–24. On condition that younger persons are Australia’s most lively social customers, TikTok is a perfect platform for manufacturers to attach with and promote to those customers. From gender to earnings, right here’s a extra in-depth take a look at Australian TikTokers:
As of February 2025, 38% of Australians aged 18 and over use TikTok.
In accordance with Statista, TikTok is extra in style with Gen Z than different social networks.
Greater than half (53%) of Australian TikTok customers are feminine.
Roughly 39% of TikTok customers in Australia are categorised as high-income customers.
Per Deloitte, 57% of Gen Z social media customers listing TikTok as considered one of their favorite social media platforms.
Additional, the 2024 Social Media Content material Technique Report reveals that 73% of Millennials have TikTok accounts.
A 2024 survey discovered that 41% of Gen Z customers had made purchases by social media up to now six months, adopted carefully by Millennials (40%).
Statista stories that, whereas Millennials favour Fb for social procuring, Instagram and TikTok entice extra Zoomers.
As a consequence of Australia’s impending social media ban for youngsters beneath 16, TikTok’s recognition with younger individuals could decline past 2025.
Stats on TikTok’s affect on enterprise in Australia
TikTok has remodeled the way in which companies generate leads, join with prospects and promote their services and products. With the assistance of TikTok, Australian manufacturers have been in a position to entry beforehand unreachable audiences, improve income and develop their groups.
The 2024 Oxford Economics report confirmed TikTok generated $1 billion in direct income for Australian companies, contributed $1.1 billion to Australia’s GDP and supported almost 13,000 jobs throughout FY23.
Per the identical report, over three-quarters (78%) of enterprise respondents mentioned that TikTok had a optimistic affect on broadening their model’s attain.
One other 38% of Australian customers (roughly 3.2 million individuals), per the report, mentioned that that they had purchased a services or products advisable on TikTok no less than as soon as a month throughout FY23.
Round 41% of Australian customers (3.5 million individuals) visited a TikTok-recommended restaurant or store no less than as soon as, the report mentioned.
In 2024, TikTok’s whole potential advert attain in Australia was 73 million (representing over 36% of the whole inhabitants).
TikTok stats for journey and tourism
With its breathtaking seashores and distinctive wildlife, Australia is a haven for journey content material, a lot of which lives on TikTok. Due to its visually gorgeous short-form video format, TikTok can provide an immersive window into almost any vacation spot.
With almost 800K followers, the official Australia TikTok account is devoted to displaying the very best that Australia has to supply. On its profile, it shares photographs of the whole lot from native animals to iconic landmarks to approaching occasions. With content material masking places throughout the nation, the model helps locals and vacationers alike expertise Australia’s magnificence and variety.
TikTok stats in Australia for monetary companies
From wage transparency to paycheque budgeting to normalising debt, monetary content material has grow to be a preferred area of interest on TikTok. Monetary influencers and companies are capitalising on this curiosity and advertising to TikTok customers in distinctive methods.
Monetary TikTok (FinTok) influencers have a median engagement charge of 1.75% (greater than the typical of 0.89% throughout all social media platforms).
Sixty-six per cent of Australian TikTokers who use no less than one monetary service or product say content material by finance creators on TikTok is beneficial.
Eighty-four per cent of Australian TikTokers who use no less than one monetary service or product really feel that long-term monetary planning is vital.
Ubank, an Australian direct financial institution, makes use of the platform to attach with its younger consumer base. Whereas most of its movies are cheeky and playful, the model additionally does street-style interviews with younger individuals on subjects like vogue investments and monetary objectives.
TikTok stats in Australia for literature
With over 36 million posts worldwide, #BookTok is a well-liked content material class with customers in Australia and around the globe. Authors, bookworms and corporations use the hashtag to assessment their newest reads and join with fellow literature lovers.
#BookTok has grown considerably over time. In 2019, it had fewer than 1,000 views; by 2023, it obtained 8 billion views worldwide.
In October 2024, the hashtag #BookTok had over 309 billion views. That’s the equal of each particular person on the planet viewing it 38 instances.
Certainly one of #BookTok’s greatest success tales is writer Colleen Hoover. In 2020, her e book gross sales shot from 12,000 to over 1 million in Australia alone, because of #BookTok suggestions.
Certainly one of Australia’s largest e book retailers, Dymocks, has capitalised on the success of #BookTok in its TikTok advertising. Along with steadily utilizing the hashtag, the model makes use of its account to announce upcoming releases and to showcase e book suggestions from employees and #BookTok creators.
TikTok stats in Australia for know-how
Expertise is one other business that has boomed on TikTok. Standard types of content material on this area of interest embrace product bulletins, critiques and information on rising applied sciences.
Half of worldwide TikTok tech customers are open to purchasing immediately by TikTok.
In January 2025, TikTok rolled out a brand new STEM feed, that includes 500 STEM creators from Australia and over 7,000 from throughout the globe.
The STEM feed was beforehand launched in markets within the US, Canada and Europe. Following the launch in these areas, STEM content material grew by 35%, and roughly one-third of younger individuals started visiting the STEM feed every week.
Eighty per cent of Australian TikTok customers purchase new tech or digital merchandise through the Christmas season.
TikTok statistics in Australia for retail
TikTok has remodeled the way in which individuals uncover manufacturers, buy merchandise and navigate the eCommerce panorama.
As of January 2024, roughly 55% of Australians have interaction in social procuring, with TikTok being probably the most most well-liked social commerce platforms.
Per Sprout’s 2024 Social Media Content material Technique Report, over three-quarters (77%) of Gen Z TikTok customers hunt down merchandise or product updates on the platform.
Sixty-seven per cent of TikTok customers say the platform evokes them to buy even once they weren’t planning to.
In accordance with TikTok, retail companies ought to deal with partaking, educating and offering utility of their content material.
TikTok statistics in Australia for meals and beverage
From whipped espresso to mukbangs, TikTok isn’t any stranger to meals and drink-based developments. Customers, influencers and types alike take to the app to share recipes, do style checks and promote merchandise.
Eighty-one per cent of Australian customers see snack manufacturers that create native TikTok Adverts as credible, and 88% see them as likable.
Forty-one per cent of Australian customers say that TikTok’s meals and beverage neighborhood encourages them to attempt new issues.
Practically half (49%) of TikTok customers in Australia mentioned that they turned occupied with a product or model after watching food and drinks content material.
In accordance with information from Sprout Social’s Influencer Advertising and marketing platform, nano-influencers (1,000-10,000 followers) within the food and drinks house have the very best engagement charges on TikTok (18.36%).
One Australian meals enterprise embracing the facility of TikTok is Brooki Bakehouse. Primarily based in Brisbane, Brooki Bakehouse was based by Brooke Bellamy, who took to TikTok to share behind-the-scenes snippets of her enterprise. Posted in 2022, her second-ever TikTok, ‘A day in my life as a bakery proprietor’, has been seen over 3.3 million instances. Since then, Brooke has amassed 2 million followers and turned her model into a world sensation.
“It’s the most fun factor for me when individuals are available from abroad to say, ‘Hello I comply with you from Sweden or from Finland, I’m from the UK.’ It’s actually cool,” she mentioned in 2024.
Brooke’s TikTok success has propelled the model’s progress. She has began transport her treats internationally, hosted a pop-up store in Abu Dhabi and launched a best-selling cookbook.
TikTok statistics in Australia for vogue and wonder
Whether or not you’re in search of model suggestions, make-up tutorials or vogue inspiration, TikTok is the place developments are set. As a consequence of its recognition, TikTok is popping once-obscure merchandise and practices—like bronzing drops or thrifting—into mainstream developments.
Customers on vogue journeys are 2x extra probably than customers of different social networks to instantly purchase one thing they discovered on TikTok.
Forty-one per cent of Gen Z TikTokers on a vogue journey have purchased a product they noticed on the platform within the final 12 months.
One in three TikTok customers on a magnificence journey has bought a product they noticed on the platform within the final 12 months.
TikTok influencers within the vogue house have an engagement charge of two.26%.
TikTok influencers within the magnificence house have a barely greater engagement charge (2.46%).
Australian TikTok customers are 6x extra open to spending on vogue objects and 2x extra open to spending on magnificence objects through the Christmas season.
Based and headquartered in Australia, White Fox Boutique is a younger ladies’s vogue model thriving on TikTok. The model usually collaborates with influencers to showcase its types to its 1 million TikTok followers.
With the assistance of its savvy TikTok advertising, the model has grow to be a cult favorite worldwide, together with within the US. The model’s worldwide affect was just lately strengthened by its Coachella marketing campaign. White Fox despatched a gaggle of influencers to the primary weekend of the extremely publicised music competition, with all of them carrying the model’s garments.
Strategise smarter with TikTok Australia statistics
Relating to crafting a profitable advertising technique, information is energy. And with the insights offered on this article, you’ll have the facility to create a wiser, simpler TikTok technique that will get you the outcomes you want.
For extra TikTok statistics in Australia, obtain The 2025 Sprout Social Index™ and achieve entry to our Australia-specific report. Discover the insights of over 1,000 Australian customers and 200 entrepreneurs on the way forward for TikTok and social media normally.
