Australian Social Media Trends and Statistics for 2023: We’ll discuss how the internet is being used in Australia, what’s different and what’s the same with the rest of the world.
This data can be used to formulate your next digital marketing campaign, optimise your current marketing campaign or simply understand the demographic better.
Point being, you’ll have an overview of nearly all the aspects of Australian social media by the end of this piece. How you use the data is of course dependent on you.
Also, nothing here is speculation or opinion. All the data has been credited at the bottom, in the conclusion section and can be verified independently by you.
Table of Contents
That may be a very contradictory statement given how the rest of the world is rushing towards social media. Well, I guess Autralians are built different!
The Australian side of the internet saw a steep decline in the number of social media users. As of October 2023, only 78% of the Australian people had a social media account. While still an impressive number, it’s down from about 82.7% in February.
A possible reason for that is that it’s a fake decline. Many users start using VPNs to preserve their privacy and anonymity. If Australians are doing that, the internet wouldn’t know their location and the stats may show a decline while in reality they’re just hiding their location using VPNs.
The reason I say that is also that about 44.3% of users in Australia are already worried about their data being misused.
More women than men
Women are seeing the world in a different light than they were a few years back. Call it whatever you may, women empowerment, better rights, more freedom or anything else. The fact is, at least in Australia, 54.2% of women were found to be using social media while only 45.8% male did.
It may be due to the living conditions, time a man vs. women spend doing their respective work or anything else.
It’s also possible that Australian men may be trying to hide their social media for some reason while the women may be more forthcoming.
Everyone loves mobile
This is one stat that shows how the world globally has started prioritizing mobile devices over computers.
98% of the Australian social media users use a mobile phone to do so. This just goes on to show that Google’s decision to prioritise mobile-friendly sites in SEO results was pretty well-calculated.
The reasons for this can be many, portability and easy access definitely top the list.
TikTok wins the usage race while Youtube wins traffic
In terms of “traffic”, Youtube has won and gets the maximum traffic out of all social networks.
However, despite the US issuing an ultimatum to TikTok, it was the most popular social media platform in Australia. Users spent around 29.5 hours each day on Tiktok, followed by Facebook and Youtube.
It may be surprising that Whatsapp came in last position with about 5 hours of average usage by a user.
Social media advertising
This is basically the amount of money companies and individuals spend on social media ads. It grew 11.6% to be $3.76 billion in 2023.
It’s natural for the capital to grow as the world sees more and more use of social media. In fact, the revenue growth is surprising considering the overall social media usage in the country has gone downhill instead of up.
Influencers are influencing
In October 2023, nearly 25% users said they use Social media to follow influencers on social media. This clearly indicates that the influencer culture is rising in Australia just like the rest of the world.
This probably is also another reason why Australia has seen a spike in its advertising revenue. Despite lower overall users, more targeted and influenceable (if that’s even a word) users may be a reason for this spike.
Some internet stats
All of these stats are in one way or another linked to this particular stat. So, the person:phone ratio is about 1.26. Meaning, every person owns at least 1.26 mobile phones.
The average internet internet access in Australia is 96.2%. This by itself is an impressive number and much of its credit goes to the average internet speed at 93.1mbps.
Conclusion- Australian Social Media Trends and Statistics (2023)
Well those were some recent Australian trends in 2023. Most of the data discussed here was sourced from Genroe and DataReportal. Point being, Australia isn’t following the rest of the world when it comes to social media. Be it in terms of overall usage or gender gap or most other points.
Despite all that, the rise in influencer marketing and ad-spend shows how everything is connected despite being seemingly disconnected.
