Social Media Statistics in Australia

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The stats should give you an idea of what’s trending online, what platforms are the most popular, and how Talkwalker’s tools can help you find value in the social jungle.

Before jumping into the individual social media stats, let’s briefly review Australia’s demographics.

Demographics

Australia currently has a population of 24.93 million, with the ratio of women to men being 50.2% for women and 49.8% for men. The median age is 38.7, which is more than 14 years below Monaco’s, but more than 23 years above Niger’s.

Let’s have a look at the exact age and language distribution on social media, using Talkwalker’s Quick Search.

Age distribution

Age distribution on social media in Australia.
Source: Talkwalker Quick Search

As can be seen in the graph, 25-35 year-olds make up the largest proportion by far, 43.8%. 18-24 year-olds are the runners-up with a share of 32.7%. Completing the third, fourth and fifth spots are 35-44, 13-17, and 45-54 year-olds respectively.

Language distribution

Language distribution on social media in Australia.
Source: Talkwalker Quick Search

As expected, English is by far the most common language on Australia’s social networks. Far behind is Japanese (2%), followed by Thai (1.5%), Korean (1.3%), and then Spanish (1.1%).

General social media stats

• Number of social media users has increased by 5.9% to 18 million this year
• Mobile social media users meanwhile have increased by 6.7% to 16 million
• The average daily time spent on social media per user is currently 1 hour and 31 minutes
• 96% of users visited or used a social network or messaging service in the past month

Facebook stats

• 16 million Australians are on Facebook, where 53% are female and 47% male
• 1 in 2 Australians use Facebook on a daily basis
• Growth has been stagnant over the last quarter
• Three most liked brands on Facebook are McDonald's, Coles, and Red Bull
• Facebook posts with videos have the highest engagement rate with 5.15%
• Most users (6.1 million) are between 25 and 39 years old
• Facebook Messenger and Facebook top the ranking of mobile apps with the most monthly active users
• Facebook Messenger ranks first and Facebook fourth in terms of mobile app download numbers
• The most engaging post in 2019 so far came from 9News

Instagram stats

• 9.7 million use Instagram, with significantly more women (57%) than men (43%)
• 1 in 3 Australians use Instagram
• Quarter-on-quarter, growth hit 2.1%
• 46% of internet users report using Instagram
• Instagram ranks third in terms of most monthly active users
• Ranks fifth in terms of mobile app downloads

Top 10 Instagram hashtags in Australia 

• 1. #Australia
• 2. #travel
• 3. #love
• 4. #instagood
• 5. #photography
• 6. #fashion
• 7. #nature
• 8. #beautiful
• 9. #Sydney
• 10. #Melbourne

If you want to learn more about these hashtags, check out our ultimate list of Instagram hashtags in Australia.

Top 10 influencers in Australia

• 1. Kayla Itsines (10.4 million)
• 2. Tammy Hembrow (8.7 million)
• 3. Jessica Stein (2.6 million)
• 4. Lauren Bullen (2.1 million)
• 5. Pia Muehlenbeck (2 million)
• 6. Natasha Oakley (2 million)
• 7. Nicole Warne (1.8 million)
• 8. Gabrielle grace Epstein (1.7 million)
• 9. Lauren Curtis (1.4 million)
• 10. Shani Grimmond (1.4 million)

Voir cette publication sur Instagram

I have had a lot of questions from the #BBGCommunity about breastfeeding since having Arna. Not only is breastfeeding a very personal topic but it can be one of the biggest sources of anxiety for women post pregnancy. The pressure is REAL. There are some women who are unable to breastfeed and some women who choose not to breastfeed for personal/medical reasons, and these women should NOT be made to feel bad - but unfortunately that is quite common.⠀ ⠀ As far as breastfeeding and the impact of exercise, as I am a personal trainer, NOT a doctor, I can only speak to my own experience. Personally, I have had no issues with exercise affecting my milk supply BUT can only speak to this in relation to the LIGHT exercise and walking/LISS that I am doing now. If I maintain a healthy balanced diet, drink enough water and TRY to sleep as much as I can, my milk supply does not appear to be affected. In terms of working out while breastfeeding, I usually express BEFORE a workout, for no other reason than it hurts to workout with full breasts. I also love that I can put my milk into a bottle and Tobi can feed Arna, it’s SOOO beautiful to watch . I hope this has answered some of your questions BUT please respect that I am not a doctor and also do not wish to answer any more questions about breastfeeding as it is such a sensitive, personal topic. For all the mothers out there, I know you KNOW the “pressure” that I’m talking about. None of us want to feel that so let’s just let women do what they need to do and what they feel is right based on the information they have access to. Every parenting journey is UNIQUE, as long as your baby is growing and healthy, that’s all that matters. There is a lot of information on the internet about a lot of things but I think it's important and I feel a responsibility to point out that this is not my area of expertise and I can only comment on my own personal journey to date. ⠀ ⠀ www.kaylaitsines.com/app

Une publication partagée par KAYLA ITSINES (@kayla_itsines) le 8 Juil. 2019 à 5 :32 PDT

Twitter stats

• 2.56 million Australians are active on Twitter
• Quarter-on-quarter growth has been negative by 2.3%
• Men outnumber women on the platform almost 1.8 to 1
• 26% of internet users report using Twitter
• The most engaging Tweet in 2019 came from Robert Irwin

Dad and me feeding Murray... same place, same croc - two photos 15 years apart ❤️ pic.twitter.com/9Ybp5AnTOI

— Robert Irwin (@RobertIrwin) 3 juillet 2019

Snapchat stats

• The messaging app boasts 6.3 million monthly and 4.5 million daily active Australian users
• 1 in 4 Australians use Snapchat
• Growth was negative - in the double digits (-14%) - last quarter
• Female users trump male users 55% to 45% in terms of numbers
• 27% of internet users report using Snapchat

LinkedIn stats

• LinkedIn reports 10+ million registered users in Australia
• Over half of the registered users log in every month
• Quarter-on-quarter, growth hit 10%
• Men represent 53% and women 47% of users
• 24% of internet users report using LinkedIn

Stats across all social media

Top 10 hashtags in Australia

• 1. #auspol (5.8 million)
• 2. #ausvotes (0.82 million)
• 3. #BTS (0.64 million)
• 4. #AusVotes2019 (0.5 million)
• 5. #BBMAsTopSocial (0.47 million)
• 6. #insiders (0.34 million)
• 7. #qanda (0.32 million)
• 8. #Australia (0.3 million)
• 9. #iHeartAwards (0.28 million)
• 10. #AusVotes19 (0.25 million)

Australian politics take up 4 of the top 10 hashtags, South Korean boy band BTS take up 3, and Australian TV shows Q&A and Insiders another 2.

Top 10 themes in Australia

• 1. Prime Minister
• 2. Good Condition
• 3. Excellent Condition
• 4. Great Condition
• 5. Federal Election
• 6. Hard Work
• 7. Mental Health
• 8. Federal Government
• 9. Good Luck
• 10. High Level

Only 3.6 million unique authors were responsible for all social media activities in Australia during 2019 so far!

Top visited websites and search queries

According to SimilarWeb, the 5 most visited websites are:

• 1. Google.com
• 2. Google.com.aus
• 3. YouTube.com
• 4. Facebook.com
• 5. Wikipedia.org

According to Alexa, the 5 most visited websites are:

• 1. Google.com
• 2. YouTube.com
• 3. Facebook.com
• 4. Google.com.aus
• 5. Reddit.com

No surprise here, Google dominates the search engine market, maintaining an 88.47 percent market share as of April 2019.

The top 5 search queries on Google are:

• 1. Australia
• 2. Weather
• 3. Faceook
• 4. Google
• 5. News

The top 5 search queries on YouTube are:

• 1. Songs
• 2. Music
• 3. Fortnite
• 4. IT
• 5. Kids