Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Australia) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.
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Australia in 2025 is one of the most connected digital markets in APAC.
Before looking at trends, it’s worth grounding ourselves in the current landscape. The population now sits at 26.8 million, with 97.1% online and 77.9% active on social media - both showing steady year-on-year growth. Urbanisation is at 86.8%, and mobile usage continues to steadily rise, with 34.4 million mobile connections recorded, 2% more than last year.
Table of Contents
Population Essentials in Australia
Internet usage statistics in Australia
Social media usage statistics in Australia
Mobile usage statistics in Australia
Ecommerce statistics in Australia
Digital marketing statistics in Australia
What’s ahead for social media in Australia?
Population Essentials in Australia
Australia’s demographic profile makes it a strong fit for data-driven digital campaigns.
With a median age of 38.3, it skews older than markets like India (30.4) and the Philippines (26.1), influencing how Australians interact with technology and media. The population is evenly split - 50.4% female, 49.6% male - and adult literacy stands at 99%, with no disparity between genders.
For communicators, this means designing strategies that resonate across genders and age groups while leveraging a well-educated, digitally capable audience that consumes content across platforms.
Internet usage statistics in Australia
Connectivity in Australia is near-universal - and increasingly mobile.
As of February 2025, 97.1% of the population - 26.1 million people - are online, up +1% from last year. With 94.9% of users accessing the web via mobile, Australia is a mobile-first nation.
For brands, this level of connectivity continues to offer productive ground for digital campaigns, especially those optimised for mobile.
Tip: Looking for the top hashtags in Australia? Check out our List of the Most Trending Hashtags in Australia. If you're looking for influencers that fit your brand based on each channel, check out the top Australian Instagram influencers, the leading Australian TikTokers, and the best YouTubers in Australia.
Australians split their internet time almost evenly between mobile and desktop.
Out of 6 hours and 5 minutes spent online daily, 2 hours and 58 minutes (or 48.9%) is on mobile phones, while 3 hours and 7 minutes (or 51.1%) is on tablets or laptops.
This balance suggests flexible work setups, varied content needs, and cross-platform strategies requested by organisations, where user experiences are equally effective on both desktop and mobile.
Connection defines how Australians use the internet.
94.5% of internet users aged 16+ are on social networks, with messaging apps close behind at 90.3%. Beyond social media platforms, 88.2% of users visited search engines and web portals in January 2025 - whether to stay informed, fuel conversations, or hunt down the best deals. Email also remains essential, with 87.0% of users checking it regularly for work or the next best shopping deals.
Across platforms, Australians primarily engage online to stay in touch, not just scroll. This focus on meaningful connection - and its influence on the digital landscape in Australia - will continue to surface throughout the report.
Social media usage statistics in Australia
Australia’s social media environment is stable, balanced, and nearing saturation.
This past year, 20.9 million social media user IDs were recorded -77.9% of the Australian population, up +0.5% from last year. Australians spend an average of 1 hour and 51 minutes per day on social media, well below peers in Indonesia (3h 8m) and the Philippines (3h 32m).
Gender use mirrors the national population: 50.7% female, 49.3% male, in contrast to markets such as Hong Kong (54.1% female vs 45.9% male). Additionally, 80.2% of users have multiple identities, and 87.8% of adults are active on social platforms.
In a saturated online environment where users engage for shorter periods across multiple identities, traditional broad awareness campaigns have diminishing returns. To make an impact, brands need to lean on social listening tools and the actionable insights they unlock enabling strategies shaped by user intent, not just visibility.
Meta’s platforms in Australia attract a balanced and age-diverse audience for brands.
This demographic breakdown of Australia's Instagram, Messenger, and Facebook users offers a clearer view of the gender and age distribution of the country's adult social media audience.
- Among 18–24-year-olds, 9.6% are female and 8.7% are male.
- The 25–34 bracket forms the largest group, with 12.9% female and 12.7% male.
- In the 35–44 range, 10.1% are women and 9.4% are men.
- Meta’s ad reach starts to taper in the 45–54 group, as 7.5% are female, while 6.6% are male.
- This trend continues with the 55–64 group, which consists of 6.1% female, 4.9% male users.
- Engagement remains steady heading into those 65 and older, with 6.6% female and 4.9% male users
With consistent engagement across every adult age bracket, Meta offers brands a rare opportunity to connect with a diverse range of users - something few platforms can match.
Main reasons for using social media in Australia
For Australians, social media is about staying connected.
The main reason users go online is to keep in touch with friends and family (58.2%), followed by filling spare time (44.1%) - often through shared memes and reels.
Other motivations, like finding content (28.7%), reading news stories (27.4%), finding inspiration for things to do and buy (26.2%), and seeing what’s being talked about (25%), rank noticeably lower.
This points to a key opportunity for communications professionals: social media is a space where people are open to discovery. This means using social media platforms not only to build connections, but to drive awareness and move users closer to purchase.
Most used social media platforms in Australia
Messaging dominates Australia’s most-used social platforms.
The top platforms by monthly users include Facebook (77.7%), Messenger (68.9%), Instagram (65.2%), and WhatsApp (48.3%), followed by TikTok (44.1%), iMessage (42.4%), and Snapchat (33.1%).
Notably, four of the top seven - Messenger, WhatsApp, iMessage, and Snapchat - are built around direct messaging, reinforcing the point that Australians use social media to stay connected.
But ultimately, connection alone doesn’t explain why users spend so much time on social platforms. Short-form video, particularly TikTok videos and Instagram Reels, has become a key driver of engagement and time spent. From entertainment sprinkled with brand collaborations to product discovery and sponsorships, this format is shaping how Australians consume and interact with content.
Monthly session data shows which platforms Australians use most - and it’s not the ones you’d expect.
LINE, originally developed in Japan, surprisingly leads with 510 monthly sessions. Once a simple messaging app, it’s evolved into a super app - combining chat, news, stickers, payments, and more.
Snapchat follows with 490.2 sessions, averaging over 15 daily logins per user. No longer just for disappearing photos, it now blends messaging, Bitmoji, Stories, and curated content.
TikTok ranks third with 304 sessions, but dominates on time spent: users clock 38 hours and 51 minutes monthly - nearly double YouTube’s 21 hours and 58 minutes. TikTok’s short-form video format, paired with highly personalised algorithms, keeps users locked in for longer.
Snapchat is quietly gaining traction as a high-impact platform for engagement in Australia.
Snapchat ads can reach 8.27 million Australians - 30.8% of the population and 31.7% of internet users - up 5.3% year-on-year and 3.6% quarter-on-quarter. The gender split is nearly even at 52% female and 47.6% male, with the platform engaging 31.9% of adults, in line with national social media trends.
What sets Snapchat apart is real-time engagement. Features like Spotlight allow content - not follower count - to drive virality, while tools like Creator Marketplace and Creator Shows help brands tap into local influencer culture.
Paired with AR lenses and interactive filters, Snapchat offers more than just reach - it enables ongoing, authentic interaction.
Tip: Stay on top of all recent social media news here.
Mobile usage statistics in Australia
Australia’s mobile habits show a balance between mobile and desktop use.
97.6% of internet users aged 16+ use a mobile phone, and 97.5% own a smartphone - cementing Australia’s preference for mobile usage. But 71.4% also own a laptop or desktop computer, making Australia one of the most cross-platform-savvy markets in the region; if you recall, Australians spend slightly more time on computers and tablets than on mobile phones (3h and 7m vs 2h and 58m), highlighting both flexibility and digital maturity.
For marketers, this means mobile optimisation alone isn’t enough. Campaigns must deliver seamless, responsive experiences across devices - whether users are researching on laptops, scrolling on their phones, or chatting across social platforms.
Australia’s digital ecosystem is defined by high usage across mobile, desktop, and social media.
Just as Australia leads in mobile and multi-device ownership, it also sees high internet usage across these mediums. Among those aged 16 and up, 97.4% use mobile phones to access the internet, while 93.7% use a desktop computer, laptop, or tablet. Finally, 92.6% of users are active on social media, making it the third most prevalent activity in Australia's mobile usage statistics.
Ecommerce statistics in Australia
Australia’s e-commerce market showed solid momentum in 2024.
17.1 million people shopped online - 7.6% more than the year prior - driving $37.1 billion in spending, up 10.8% year-on-year. The average online shopper spent $2,172, a 3% increase that signals growing confidence in digital retail.
Online now accounts for 13.8% of all consumer goods purchases - a notable 6.4% rise in share over the previous year. While brick-and-mortar retail remains relevant, the data points to a shift: multichannel strategies will be key to success as Australians increasingly blend online and offline shopping in 2025.
Tip: Learn more about omnichannel marketing and the customer journey.
In 2024, Australians' top online purchases reflected both lifestyle and practicality.
Fashion led the way with $7.64 billion in sales, displaying the ongoing popularity of online apparel shopping. DIY & hardware followed at $4.96 billion, showing Australians’ continued investment in home improvement. Food came close behind at $4.93 billion, driven by booming interest in online grocery shopping and meal delivery.
Also among the top categories were electronics ($4.73 billion) and beverages ($3.68 billion) - proof that even everyday essentials are moving online in Australia.
Value drives online purchases in Australia - free shipping, rewards, and discounts seal the deal.
Free delivery remains the top priority for 63.8% of internet users aged 16+ when making an online purchase. Once that initial trust is earned, brands can build deeper loyalty - 41.1% of Australians say loyalty points influence their decisions, while 40.3% are motivated by coupons and discounts added to those rewards.
These top three drivers - free shipping, rewards programs, and discounts - highlight what matters most to Australian shoppers: value, convenience, and feeling rewarded.
In 2024, Kmart dominated Australia’s digital retail landscape with a Google Search index score of 100.
Kmart’s success blends in-store familiarity with a seamless e-commerce experience. Clever promotions, value-led product lines, and Click & Collect all align with Australia’s top purchase drivers: free shipping, rewards, and discounts - helping Kmart shift from department store to digital mainstay.
Shoes ranked second (index 85), driven by Australia’s sneaker and fashion culture. Bunnings followed closely (index 83), reflecting the country’s love for DIY. In 2024, viral TikToks and Instagram posts featured backyard makeovers using Bunnings gear - proof that Australians continue to research, shop, and spend online with their favourite home improvement brand.
Online grocery shopping in Australia surged in 2024 - and shows no signs of slowing.
7.67 million Australians purchased groceries online last year, up 6.8% from 2023 (490,000 new shoppers). Spending reached $8.38 billion, a 15.6% increase year-on-year, or an additional $1.13 billion.
On average, each online grocery shopper spent $1,092 in 2024, showing how digital groceries are now a regular part of how Australians shop. This shift reflects growing demand for convenience and time-saving solutions, with grocery delivery and household essentials becoming a core part of Australia’s digital economy.
Digital marketing statistics in Australia
Search engines remain the top gateway to brand discovery in Australia.
As of 2025, 62.5% of internet users aged 16+ turn to search engines when researching brands - making search ads a must in Australia’s digital market.
But discovery goes beyond the first click: 36.8% visit brand websites directly, and 36.5% rely on peer reviews to build brand trust.
Social media is also part of the journey, used by 33.6% for brand discovery, while 27.8% turn to price comparison sites - reinforcing the insight that Australians shop with research, value, and intent in mind.
Digital dominates Australia’s growing ad spend - reflecting how brands meet consumers online.
Notably, advertising spend has also increased, reflecting Australians' growing reliance on online shopping. Total ad spend in 2024 was $19.9 billion, up 5.2% from the previous year, or an additional $990 million. Meanwhile, Digital ad spend was $14.5 billion, up 7.3% or $992 million over the prior year, with digital channels being the primary driver of this rise.
Australia’s advertising spend is shifting, with 73.1% now allocated to digital ads. This shows that brands are responding to the nation's preference for digital marketing amidst its steady reliance on e-commerce.
Social media plays a major part in Australia’s digital ad strategy.
In 2024, brands spent $4.26 billion on social media advertising - up 12.1% ($460 million) from the previous year. Social now accounts for 29.3% of all digital ad spend, a 4.5% increase year-on-year.
While platforms like Facebook lead in visibility, ads also appear on communication-first platforms like Snapchat and LINE, showing just how embedded marketing has become in everyday digital interactions.
The takeaway is clear: social media is no longer just about connection - it’s a core driver of brand visibility, engagement, and lead generation in Australia’s digital economy.
Influencer marketing in Australia continues to grow as a key driver of product discovery.
Influencer ad spend in Australia reached $520 million - up 13% year-on-year, or $60 million more. Influencers now account for 3.6% of total digital ad spend, a 5.3% rise from the previous year.
For brands, influencers remain a highly effective channel for reaching engaged audiences and sparking conversation. But relevance matters more than reach - success depends on choosing creators who align with your brand’s voice and audience. That’s where social listening tools come in handy: helping marketers identify the right partnerships to drive meaningful results.
What’s ahead for social media in Australia?
Australia’s digital maturity hasn’t slowed its potential for brand growth: With 97.1% of the population online and 77.9% active on social media, Australians continue to engage purposefully - using digital platforms to maintain real-world relationships, research purchases, and connect through shared interests.
To succeed in 2025, marketers must go beyond visibility and focus on relevance. Here are five strategic recommendations based on this year’s findings:
1. Construct Campaigns for Engagement Across Multiple Platforms
Australians are active across devices - 94.9% use smartphones, and 71.4% use laptops or desktops. Seamless, cross-platform experiences lead the way, whether through TikTok ads, mobile-first checkouts, or content that transitions smoothly between screens.
2. Connect Through Australians’ Longing for Connection
Three messaging platforms lead in session frequency: LINE (510 sessions), Snapchat (490.2), and WhatsApp (191.1). Campaigns built around direct, personalised communication will outperform broadcast-style messaging in this relationship-driven market.
3. Prioritise Smart Purchase Incentives
Australians are savvy shoppers. 63.8% value free delivery, 41.1% are influenced by loyalty programmes, and 40.3% respond to discounts. Aligning social commerce and promotions with these motivators will drive conversion - especially in fast-growing sectors like groceries, home improvement, and fashion.
4. Use Targeted Influencer Marketing
With influencer ad spend at $520 million (up 13% year-on-year), influencer marketing is thriving. But performance hinges on relevance. Social listening tools help identify creators whose content and audience truly align with your brand.
5. Use Social Media Throughout the Entire Sales Process
Social now touches every part of the funnel - from discovery to conversion to retention. With 29.3% of digital ad budgets flowing into social media, platforms like TikTok (38h and 51m usage per month), YouTube (21h and 58m), and Facebook (17h 30m) are powerful performance channels. Brands must design for interaction at every stage.
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If you want to use social media to promote your brand, contact Meltwater Australia by filling out the form below. We'll work with you to develop a plan that begins with social listening and extends all the way to the metrics you'll need to measure the success of your social media marketing. You may spread the word about your company and win over the hearts and minds of Australian customers.
