Australians spend more time online, drawn by social platforms

My Nguyen

7th Nov 2025

The average Australian now spends more time online than a standard working week, according to new research from Meltwater.

The research shows an average of 41 hours per week, the equivalent of a full-time job and well above the global average of 33 hours. Nearly half of that time is spent on social media. 

Most time online is now spent accessing social platforms, including traditional social networks, forums, community boards, and Q&A sites.

“As trust declines and algorithm fatigue grows, Australians are increasingly turning to content and people that feel real and credible,” said Ross Candido, VP ANZ at Meltwater.

The study also found that the trend presents a major opportunity for brands that optimise and implement AI-driven search environments to improve the customer shopping journey. 

“The rise of Reddit as one of the country’s most engaged platforms, alongside continued growth in influencer marketing spend, reflects a clear shift in where brand investment is headed,” said Candido.

“Authenticity is the currency for brands looking to cut through the noise – and the opportunity now lies in building value-aligned partnerships with creators who can drive meaningful and measurable impact.”

In Australia, Reddit and YouTube are reportedly dominant platforms, with rising potential ad audiences of 23 million and 21 million, respectively.

Marketing and influencers on social media see a double-digit increase, with Australia’s total advertising spending at $31.8 billion, while social media spending captured $7.2 billion, Meltwater found.