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Digital Report 2023 Australia: Social Media Statistics

Social Media Statistics for Australia [Updated 2023]

Jaime de Guzman

Mar 15, 2023

Note: This blog is based on the Digital 2023 Global Overview Report – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2023. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.


Citizens’ overall consumption of short-form content pumps up Australia's social media statistics. Concise, efficiently consumable information has become the norm on the internet, with 7-second clips serving as a welcome mat on the most popular social networking platforms. Our attention spans are so short that social media content must engage us within the first few seconds, or else it gets immediately forgotten among the hundreds we watch daily.

We live in a world where social media marketing has evolved to the point where companies have prioritised using Tiktok for business. Having the correct influencers trying to sell your next big idea is as essential as the kind of base you use for that fluffy fairy bread at your children's next birthday party!

Having tools capable of structurally sound social media analytics will take businesses to the next level in 2023. The game is still in its infancy in Australia, and only the most forward-thinking companies invested in digital marketing will reap the rewards.

Table of Contents

In Australia or elsewhere, publishing social media statistics presents challenges due to various possible analyses. Research on Australians' use of social media material as a news source is one of the most intriguing areas of study. 

Businesses hoping to sway Australian customers via social media can only do so if their content is reliable. Social media use in Australia has increased across all age groups, particularly among those who previously had less reason to join. Given these trends in the previous year, creating reliable reports on social media statistics has become necessary to advance in these changing times.

General social media statistics in Australia

Essential digital headlines from Global Digital Report for Australia
  • Australian Population 2023: 26.31 Million
  • Male Population: 50.3%
  • Female Population: 49.7%
  • Total Internet Users: 25.31%
  • Percentage of Users Accessing the Internet via Mobile: 85.4%
  • Primary Reason for Using the Internet: Finding Information (62.2%)

Two groups of social media users may be identified: those who use it for professional purposes and those who use it for fun and relaxation. A thorough run-down on worldwide social media marketing data is helpful, but for this piece, we're concentrating on updated social media statistics for Australia in 2023.

Population essentials from Global Digital Report 2023 for Australia

There is roughly the same number of male users as female users, with most using the internet to find information. The general age of internet users in Australia is higher, with middle-aged citizens comprising the prevailing number. 

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.

Internet usage statistics in Australia

Overview of internet use from Global Digital Report 2023 for Australia
  • Time Spent on the Internet: 5 hours and 51 minutes
  • Yearly change in Australian internet users: 252,000 users (+1.0%)

Because of the ever-shifting nature of the digital media ecosystem, Australia's internet user base has been steadily growing over the last several years, as over six hours a day are spent online, half coming from mobile devices.

This is an excellent opportunity for businesses to expand their online presence with tools that can keep track of chatter about the latest happenings with social listening tools.

Overview of mobile's share of web traffic based on Global Digital Report 2023 for Australia

Companies should ensure that their social media advertising is mobile-friendly since almost half of the Australian internet users use the web from their phones, as the use of mobile has risen by 6.8% since the end of last year.

Social media usage statistics in Australia

Overview of social media use based on Global Digital Report 2023 for Australia
  • Australia Social Media Usage Time Spent: 2 hours and 4 minutes
  • Number of Social Media Users in Australia: 21.30 million
  • Male Social Media Users: 45.8%
  • Female Social Media Users: 54.2%

Now more than ever, social media platforms play a meaningful role in people's everyday lives; Australia is no exception.

Companies and brands realise the potential of social media for maintaining engagement with their existing audience, reaching a wider group of users, and attracting fresh clients.

People have used social media to communicate since the early days of the Internet. Still, it wasn't until later that businesses in Australia started to actively investigate how this phenomenon could benefit their social media marketing initiatives.

Main reasons for using social media in Australia

Main reasons for using social media based on Global Digital Report 2023 for Australia
  • Keeping in Touch with Friends and Family (53.4%)
  • Filling Spare time (38.2%)
  • Reading News Stories (24.8%)

Social media is now deeply embedded in many people's routines, whether we're curious about how our friends spent their weekend, scrolling through TikTok's black hole of short-form videos for hours, or reading more about how the effects of #Auspol in the country.

These days, social media use isn't limited to the comfort of one's home; it can and often does occur on the move, which is seen with the rising number of mobile users.

Most used social media platforms in Australia

Most used social media platforms based on Global Digital Report 2023 for Australia
  • Facebook: 73.6%
  • FB Messenger: 62.9%
  • Instagram: 55.5%

The majority of Australians who use social media are on Facebook in 2023, with 73.8% using the king of platforms in terms of usage. Instagram (55.50%) and Tiktok (41.5%) are just two other sites Australians use to maintain a strong online identity. As staying connected with friends and family remains one of the top reasons Aussies are on social media, they prefer FB Messenger (62.9%) to keep up-to-date.

Despite their differences, these social media platforms are powerful company marketing resources. When establishing a social media presence, a Facebook page and an advertising campaign that is both well-maintained and heavily promoted are essential initial steps. Building this allows you to engage with prospective consumers and grow a fan base for your brand.

Additional Social Media Usage Statistics Australia

  • 6 in 10 Australians use Facebook
  • 1 in 2 Australians uses Facebook daily
  • 1 in 2 Australians use YouTube
  • 1 in 3 Australians use Instagram
  • 1 in 4 Australians use Snapchat
A pie chart with a magnifying glass focused on a segment of the data. It's always important to analyze the trends and data around your industry, so in this blog, we dive into the top PR statistics for 2022.

Social media usage statistics by platform in Australia

Advertising audience overview for Facebook based on Global Digital Report 2023 for Australia
  • Facebook – 18,500,000 Monthly Active Australian Users 
  • YouTube – 17,500,000 Unique Australian Visitors per month (UAVs)
  • WhatsApp – 12,000,000 Active Australian Users
  • Instagram – 10,000,000 Monthly Active Australian Users 
  • LinkedIn – 6,500,000 Monthly Active Australian Users
  • Snapchat – 6,400,000 Monthly Active Australian Users
  • – 6,100,000 Active Users
  • Twitter – 5,800,000 Monthly Active Australian Users
  • Tinder – 4,000,000 Australian users
  • Tumblr – 3,700,000 Monthly Users

Facebook is the social media platform of choice, with 73.6% of Australian social media users spending roughly 17 hours and 48 minutes a month on it. The potential reach of ads on the popular platform is 14.90 million, meaning that a well-placed advertisement can engage up to more than half (56.6%) of Australia's total population! Unsurprisingly, companies have emphasised proper social media analytics to maximise their reach, with total digital ad spending increasing by USD 1.1 billion (10.4%) over the last year!

Interestingly enough, the active users of each social media platform in Australia have remained the same, except for Facebook, whose number of Australian social media users increased by 500,000 from the previous year. This highlights its staying power as one of Australia's most popular social media platforms worldwide.

If you want the most recent data on how many people in Australia use social networks, go as far as Social Media News' monthly report. The news site is one of the go-to sources for the country's latest data on social media, as it includes records dating back to 2011, so you can see recent developments.

Tip: Stay on top of all recent social media news here.

Social media usage statistics by age in Australia

Demographic profile of Meta's ad audience based on Global Digital Report 2023 for Australia

Median age of the Australian Population: 37.4 Years Old

Demographic with Potential Advertising Reach:

  • 13-17: 4.8%
  • 18-24: 18.4%
  • 25-34: 23.8%
  • 35-44: 18.3%
  • 45-54: 14.5%
  • 55-64: 10.4%
  • 65-and-up: 9.8%

Knowing the age range of a potential customer base helps advertisers better cater to that customer base's wants, requirements, and interests. Marketers may more successfully connect and resonate with their target audience by knowing the age group most likely to purchase a product or service. Having tools to track social media statistics, such as age and gender, can help digital marketing specialists in Australia to perform this task skillfully and effectively.

Australian advertisers may also benefit from age demographics by making more informed judgements regarding the time and placement of their campaigns. For example, older Australians were more receptive to ads on print and television before the COVID-19 epidemic, but this number has increased steadily due to the need to adapt to new circumstances.

Mobile usage statistics in Australia

Mobile connectivity data based on Global Digital Report 2023 for Australia

Australian businesses should invest in social media monitoring tools to learn where their target audience spends on their phones. Realising which of your social media ads is most effective at bringing the most chatter is vital when deciding where to allocate limited resources. This allows for a more targeted energy allotment where it will maintain a steady stream of customers over time.

These times when there are more cellular mobile connections than actual people in the country, companies can strike gold with a targeted post backed by robust social media statistics.

Overview of mobile app market based on Global Digital Report 2023 for Australia

It's challenging to know which social media sites will be the most useful for reaching people in a particular area, as statistics that are made public on social media tend to be either US-centric or global in scope.

The mobile social networking market is becoming more competitive as in-app digital expenditure continues to rise. Australian companies may develop strong social marketing strategies to control this growing market by thoroughly researching the target audience's preferences through market segmentation and consumer insights.

Ecommerce statistics in Australia

Weekly online shopping activities based on Global Digital Report 2023 for Australia

Selling in Australia through social media is less invasive than other methods since people who watch your material are likely already engaged in your goods or services. Customers will have a more fulfilling social shopping experience if you provide many avenues for them to reach out to and interact with your company. They are more likely to remain loyal to your brand if their experience with it is consistent from the moment they first encounter your media. 

One of the main benefits of adopting a multi-channel strategy is the ability to reach consumers via their preferred media and at various points in the purchasing cycle. A complete customer experience is essential among younger Australians, who value convenience above all else.

Tip: Learn more about omnichannel marketing and the customer journey.

Online purchase drivers based on Global Digital Report 2023 for Australia

Faster delivery will be an important factor in 2023 Australia, as seen by the rising popularity of online grocery shopping, as traditionally, Australians have shopped for food in physical stores.

With a 14.8% increase over the previous year, having the capability to give consumers what they want when they need it will be a crucial factor as we slowly move towards a more digitised world where convenience is key.

Likewise, providing customers with free delivery options gives flexibility to consumers when it comes to purchases they make, with that taking a hefty 56.8% chunk of purchase drivers in Australia.

Illustration of a tablet with a play icon

Digital marketing statistics in Australia

Sources of brand discovery based on Global Digital Report 2023 for Australia
  • Sources of Brand Discovery:
    Ads on TV (35.0%)
    Search Engines (33.4%)
    Word-of-Mouth Recommendations from Friends or Family (31.5%)
  • Percentage of users who research brands before making a purchase: 49.1%
  • Click on a Banner Ad in the past 30 days: 12.7%
  • Click on a Sponsored Social Media Post in the past 30 days: 12.9%
  • Total Ad Spend Across all Social Media Channels: USD 15.56 Billion
  • Year-on-year Change in Total Ad Spend: 7.8% (USD 1.1 Billion)
  • Digital Ad Spend as Percentage of Total Ad Spend: 75.8%
  • Annual Spend on All Digital Ads: USD 11.80 Billion (+10.4%)
  • Annual Spend on Online Search Ads: USD 5.6 Billion (+15.0%)
  • Annual Spend on Online Influencer Activities: USD 379.4 Million (+19.4%)

*Applicable data from this section is from Australian Internet Users ages 16 to 64 Years Old

If there's anything these statistics say anything about the change in how Australian companies promote themselves, 2023's market demands that your company prioritise digital marketing.

With more and more consumers turning to online channels for research and purchasing decisions, digital marketing is essential for connecting with today's consumer base. Compared to more conventional forms of advertising, digital marketing allows businesses to reach more potential customers: The numbers don't lie, as competition in the digital marketing space is getting more challenging, with most companies increasing digital advertising spending.

Engagements with digital marketing based on Global Digital Report 2023 for Australia

Search engines, social media, email marketing, and other digital platforms enable Australian companies to engage clients all over the globe.

In addition, it facilitates the dissemination of targeted marketing communications by companies to their target demographic.

Businesses may increase the success of their marketing initiatives by targeting certain client groups with more relevant content using social media monitoring.

Digital advertising spend in 2022 based on Global Digital Report 2023 for Australia

Digital marketing has eclipsed traditional marketing: Businesses must now seek out social media influencers and cultivate genuine connections through creative online advertisements to make an impression on Australian consumers and win their customer loyalty.

In general, companies in the country have increased their digital ad spend by 10.7%, with a significant preference for digital audio ads (19.9%) and online influencer activities (19.4%).

With social media fatigue a key factor in times when everything and everyone seems to be online, it is even more essential to ensure your advertisements are targeted and suited to your audience in terms of message and brand ambassadors.

What’s ahead for social media in Australia?

Fortunately for Australian businesses, not all have entirely committed to the marketing possibilities of short-form video, despite TikTok showing no signs of slowing down. Brands that have remained faithful to Australian culture have benefited from Australians' spending money because they represent the country's ideals of being approachable, genuine, and vulnerable.

A strong endorsement from influencers is crucial to obtaining a high return on investment for new goods. Producing quality content and picking the right person for your brand is a costly investment moving forward due to its proven capability, but this engages new communities and helps brands amidst trying times.

The rise in the popularity of video games may be partly attributed to the fact that many social networking sites include gaming as a means of connecting with others. For businesses, this is uncharted territory and an opportunity to expand. In 2023, this presents a chance for Australian businesses to understand how to add value to their goods.


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.