Australians’ social media habits revealed in Digital 2024 Australia report

Sean Cao

23rd Feb 2024

There are about 20.8 million social media identities in Australia, accounting for 86.5 per cent of the adult population, the Digital 2024 Australia report shows.

The annual report was released by social and media intelligence company Meltwater and socially-led creative agency We Are Social.

According to the findings, Australians aged 16 to 64 spend an average of six hours and 14 minutes using the internet each day, including one hour and 51 minutes on social media.

TikTok has the highest average time per Android user of any social app, with over 42 hours and 13 minutes per month. YouTube came in second place with the average user spending over 21 hours and 36 minutes per month on its Android app. 

Facebook remains the favourite platform for nearly one in four Australians, followed by Instagram with three in five internet users engaging with the platform.

Some 58 per cent of users consider social media as a key source of information about brands and products, which further highlights the importance of these platforms. There is also a surge in shopping activities on social media, especially in categories such as electronics, fashion, food and beverages.

“The data from this year’s report reaffirms how social media stands as the cornerstone of brand engagement and consumer interaction, with the growing investment in social media advertising further underscoring its pivotal role in a brand’s overall marketing strategy,” commented David Hickey, executive director Asia-Pacific at Meltwater.

“With almost all of the population active on social media, it’s clear that these platforms are no longer just an option but a necessity for brands to connect and engage with their audience,” added Suzie Shaw, CEO at We Are Social.

Further reading: Australia’s social commerce market estimated to top $2.67 billion