Australia Social Media Statistics: 2025 Developments & Insights

Whether or not you’re operating an area enterprise or a multinational company, social media advertising is a should for manufacturers of all sizes. Nevertheless, understanding the social media panorama in Australia is not any small feat, however this information will make this once-tall job a lot simpler.

Discover a few of the most necessary social media statistics in Australia to seek out the information you might want to keep aggressive, enhance ROI and construct higher methods.

Social media utilization statistics in Australia

It’s protected to say that digital tradition is ingrained into Australian life. In 2025, the variety of energetic web customers is forecast to exceed 23.3 million, representing over 91% of the overall inhabitants. This determine is predicted to develop within the coming years, with a projected 27.7 million energetic web customers by 2029.

However what are individuals doing on-line? Prime on-line actions embody emailing, net looking and digital banking, adopted by streaming and purchasing. 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 person 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 customers. Australian firms are not any exception.

• In 2023, social media promoting accounted for about 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 predicted 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 progress, Australian companies should incorporate social media promoting into their general advertising technique to facilitate long-term progress.
• Because the social media promoting sector grows, it would develop into more and more saturated. Consequently, 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

Individuals 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 accordance with a 2024 report, right here’s how a lot time every technology 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 probably shift. In November 2024, Australia introduced a ban on social media for kids beneath 16, protecting TikTok, Fb, Instagram and X, however exempting YouTube. The regulation takes impact in late 2025.

Takeaways:

• As a result of community preferences fluctuate by technology, 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 doubtlessly make investments extra in YouTube and alternate platforms.

Fb statistics for Australia

With over three billion month-to-month energetic 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 regulate content material methods to cater to Gen X and Boomers, specializing in video and trust-building content material.
• Fb’s advert attain in Australia continues to be among the many highest. Manufacturers ought to deal with retargeting and lead technology campaigns to benefit from current viewers behaviour.
• Regardless of a gradual decline in youthful customers, Fb stays a prime platform for neighborhood engagement and native enterprise discovery. Entrepreneurs ought to prioritise teams and native advert concentrating on.

Instagram statistics for Australia

Instagram is a well-liked platform in Australia, favoured for its visible format.

Having gained over 1 million followers, Qantas is without doubt one of the most prolific Australian manufacturers on Instagram. On its feed, you’ll usually see the airline showcasing beautiful pictures of locations alongside its world journey routes.

Takeaways:

• With 60% of Australian web customers participating with Instagram, it presents a big viewers for companies to focus on, particularly by advertisements (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 device, making it excellent for model consciousness and influencer advertising methods.
• With in-app purchasing 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 statistics for Australia

Whereas it was initially designed as an employment market, LinkedIn is rather more than that. It’s additionally an outlet for skill-building, thought-provoking discussions and trade updates.

Takeaways:

• LinkedIn’s person progress in Australia indicators a possibility for thought management and B2B advertising. Manufacturers ought to prioritise worker advocacy and long-form content material.
• With larger 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 statistics for Australia

Pinterest has reworked search, purchasing 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.
• Girls make up roughly two-thirds of Pinterest’s person base worldwide.
• At 42%, Gen Z is Pinterest’s fastest-growing person 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 apart from David Jones.

Whereas David Jones is without doubt one of the oldest manufacturers in Australia, it’s finished an important job of maintaining with social media traits. A curated combine of fashionable style, residence, meals and sweetness objects, its Pinterest feed attracts a mean of two million month-to-month views. In 2024, David Jones grew to become probably the greatest 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,” mentioned 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 attraction to ladies who make up about two-thirds of the worldwide Pinterest person base, in addition to Gen Z.
• Since Pinterest has vital engagement from Australians aged 14–54, this offers 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 person expectations for a protected and reliable setting.

Threads statistics for Australia

Threads allows customers to share short-form text-based posts in addition to picture 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, world 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 through 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 person base worldwide, with an estimated 275 million month-to-month energetic customers as of This fall 2024.

Takeaways:

• Whereas Australians’ Threads utilization has decreased considerably because the platform’s launch, it’s nonetheless broadly used globally. Consequently, Threads could also be well-suited to Australian manufacturers seeking to goal worldwide shopper markets.
• As a result of customers sometimes solely spend a couple of minutes per day on the app, entrepreneurs have to tailor their posts to be as participating as attainable. Greatest practices embody crafting sturdy hooks, showcasing eye-catching visible content material and retaining textual content succinct.

TikTok statistics for Australia

After rising to world prominence through 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 ability of the platform.

With a younger, predominantly feminine viewers, Australian manufacturers like Princess Polly are thriving on TikTok. Usually by giveaways and user-generated content material, the label showcases its fashionable, youthful clothes. Its advertising 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 advertisements. Manufacturers ought to embrace the precise traits somewhat than overproducing content material.
• With over 8.5 million Australian customers, TikTok is 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, retaining in thoughts that customers more and more deal with it like a search engine. Consequently, optimising captions and hashtags with TikTok search engine optimization in thoughts is essential.

Reddit statistics for Australia

Reddit is without doubt one of 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 clients by participating with them straight. Some finest practices embody answering questions, providing recommendation and addressing issues or complaints.
• As a result of the vast majority of world 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, lots of whom can’t be reached on different networks.

X (previously Twitter) statistics for Australia

Since its inception, X/Twitter, has cemented itself as a significant participant within the social media area. It’s referred to as a hub for fast updates, unfiltered ideas and real-time discussions. With the precise instruments, X is a superb place for companies to watch their model fame and keep related to clients.

• In 2025, the variety of X customers in Australia is predicted to hit 4.03 million.
• Projections present that the variety of X customers in Australia will improve barely within the coming years, reaching 4.08 million in 2028.
• X is extra common amongst Australian males than ladies.
• X can be extra common amongst Millennials than different social media networks.

EB Video games Australia is without doubt one of the many manufacturers leveraging the ability of X in 2025. The gaming large makes use of it to replace its 150,000 followers about new releases, upcoming gross sales and limited-edition presents.

Takeaways:

• X’s energy lies in real-time updates and conversations, making it excellent for customer support, disaster administration and direct engagement. Manufacturers can use social listening instruments to trace mentions, tackle issues and capitalise on trending discussions.
• Given X’s fast-moving nature, adverse sentiment can unfold shortly. Manufacturers ought to implement a proactive monitoring technique to answer 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 worthwhile platform for focused advertising, notably for industries that thrive on information, sports activities, finance and tech discussions. Whereas it might not have the most important viewers, excessive engagement from sure demographics (resembling males in Australia) makes it a powerful platform for manufacturers concentrating on male customers.
• Manufacturers can place themselves as thought leaders by sharing trade experience and interesting in related conversations. A well-crafted X technique might help B2B and different manufacturers set up authority of their area. Partnering with influential voices on X (journalists, analysts, trade consultants) may enhance credibility and visibility in area of interest markets.

YouTube 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, go away feedback and have interaction 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% improve from 2024).
• In 2025, YouTube is predicted to surpass Fb in its complete variety of Australian customers.
• In 2024, watching movies (together with on YouTube) was the highest type of digital residence leisure amongst Australians.
• On common, Australians spent a mean of over 22 hours per week watching movies at residence 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 every thing from bite-sized advertisements to useful smartphone tutorials.

Takeaways:

• Since YouTube is predicted to surpass Fb, manufacturers ought to prioritise YouTube of their digital methods. Manufacturers ought to use it to develop model engagement by likes, feedback and neighborhood interplay.
• Watching YouTube movies is the highest digital leisure exercise for Australians, making YouTube a major area for advertisements and model storytelling.

Influencer advertising statistics for Australia

It’s unattainable to speak about social media statistics in Australia with out relating influencer advertising. Having greater than tripled globally since 2020, influencer advertising is not any fad, however a advertising powerhouse.

• Australia’s influencer advertising legal guidelines require influencers to obviously disclose when content material is sponsored to keep away from deceptive or deceiving customers. Clear disclosure practices embody mentioning that it’s an advert within the publish caption or hashtags, or utilizing native branded instruments.
• A 2023 Australian Client & Competitors Fee (ACCC) evaluation discovered that 81% of influencers had been posting doubtlessly 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 common 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 is projected to succeed in US$589.1 million (AU$943.8 million) in 2025.
• Advert spending on influencer advertising is forecasted to succeed in a market quantity of US$874.5 million (AU$1.3 billion) by 2029.
• In accordance with a 2023 survey, 43% of Australian companies reported spending lower than $10,000 per yr on influencer advertising. However 67% of companies mentioned they meant to spice up their influencer advertising funds within the following 12 months.

Takeaways:

• Manufacturers have to spend money on influencer advertising. With advert spending surging, influencer advertising is a confirmed technique for model visibility and shopper belief in Australia.
• As influencer advertising continues increasing, manufacturers that construct sturdy partnerships now will profit from higher attain and ROI in the long term.
• Manufacturers should be clear about their partnerships with influencers to not solely abide by Australian Client Legislation but additionally to convey authenticity and acquire shopper belief.

Social media shopper behaviour in Australia

Within the age of ecommerce, it’s no shock that social commerce has boomed in recognition. 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 customers’ commonest issues embody safety points, pretend scores, 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 by critiques, UGC and seamless checkout experiences.

Use social media statistics to information your technique

With this knowledge in your aspect, there’s just one factor left to do: put it to work. By contemplating these details and figures, you’ll craft a social media advertising technique that works smarter, not more durable.

Perhaps it would see you make investments extra in influencer advertising. Perhaps it would lead you to discover social media networks you by no means would have thought of for your small business. Perhaps you’ll develop a lot that you just begin branching out abroad. For those who do, you’ll want to learn our world social media statistics for insights on attracting a world viewers.

*All AUD forex equivalents are approximate, based mostly on change charges on the time of publication and topic to alter.