Australia Social Media Fast Facts

August 2012

Fast Facts 1

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Australia had a world Internet penetration rate of 67.5% in 2011, a lot higher than the world average (32.7%).

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The growth of Internet users in Australia has been increasing in the past decade. As of May 2012, approximately 75% of the Australian population are using the internet.

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Fast Facts 3

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With the revolution of information technology, the Internet has changed our social life. The number of Internet users has been rapidly increasing recently and Australians are expected to spend most of the time on their

Internet activities at home in 2012.

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In 2011, the average Australian Internet user spent 19 hours per week online.

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There are more male online users in Australia, spending more time on the Internet per month, compared with female online users.

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Tablet computers and mobile phones are quickly becoming the major devices used to access the Internet in Australia.

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On average, Australians spend close to 22 hours on the Internet per week.

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‘Communicating with people’ and ‘searching information’ are the primary online activities for Australians using the Internet. The percentage of people using the Internet for online shopping has been steadily increasing since 2010.

Social Media and Search Facts

Social Media Facts 9

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What Social Media is – the landscape.

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Approximate 65% of Australian internet users use social media platforms every day.

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The most popular website in Australia is Facebook, with a 69.5% reach, followed closely by YouTube (56.9%).

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Portals, social networking sites, and entertainment are the top online activities in Australia. Social networking accounts for 1 of every 5 minutes spent online in Australia.

2011 top 5 social media channels:

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Facebook is the most popular social network in Australia. Over 31% of users are under 17 years old. Users are nearly equally split between male and female.

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YouTube is the second most popular platform in Australia. Over 34% of the users are under 17 years old, surprisingly, 26% of of YouTube users in Australia are between 45-54 years old.

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There are more male users (62%) than female on Twitter. 33% of Australian Twitter users are between 45-54 years old.

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LinkedIn users are almost equally split between males (52%) and females (48%). 32% of users are between 45-54 years old.

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Top 10 social media websites in Australia – Stickiness - May 2012

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Australian top 10 new information search websites – Stickiness - May 2012

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E-commerce Facts

E-commerce Facts 19

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Australians appear to be some of the most avid online shoppers in the world. In 2011, Australian online shopping expenditure reached $13.6 billion with the growth of 13% from the same period in 2010. Online

shopping expenditure is predicted to reach nearly $27 billion by 2016, growing by about 14% each year.

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With over two thirds of users making an online purchase every month, nearly 44% are using the internet to research products everyday. 36% of Australians made a purchase after researching products via social

media.

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5.5 million Australians make an online purchase each month.

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Mobile Facts

Mobile Facts 22

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There were 11 million mobile handset subscribers in Australia by the end of 2011. This represents an increase of 13.6% from June 2011. Of these, 2.2 million (20%) were dedicated data subscriptions and 8.8

million (80%) were all other active standard mobile subscriptions. 

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Mobile Page views have increased by an impressive 207% since May 2011.

Mobile Facts 24

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Demographic analysis for the frequency of mobile internet usage in Australia for 2011 show that an average of 53% of users check their social media accounts daily.

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 Australians are spending more time accessing the mobile internet than ever before, more than 4 in 10 Australians use mobile internet. Smart phones now hold 51% of the market for those aged 16+ and tablets are in

18% of households. Users are accessing mobile internet at work (42%), at home (42%), in transit (30%), and while they are outside (10%)

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Sources: Neilsen Australian Online Landscape Review May 2012, Internet World Stats 2011, Nielsen Australian Online Consumer Report 2012, comScore Media Metrix 2011, Online Marketing Trends 2012, BWM Books.com 2012, Roy Morgan Single Source 2012, Australian Communications and Media Authority 2011, Burson-Marsteller 2012, Australian Bureau of Statistics Internet Activity Report 2011, Philanthropy Australia 2011, Frost & Sullivan – Digital Media Research 2011, Moomu Media Thrive Online 2011, Roy Morgan Single Source 2012, SODAFIZZ Innovative Online Communication 2011, Australian Interactive Media Industry Association (AIMIA) 2011, Digital Marketing Lab 2012, Australian Bureau of Statistics, Australian Interactive Media Industry Association, BWM Books.com, Digital Marketing Lab, Internet World Stats, Nielsen Australian Online Consumer Report, Online Marketing Trends, Roy Morgan OnlineStore.com, Social Media News, World Bank, CeBIT Australia 2012, World Press – 100 social media statistics for 2012.