Social media statistics shaping Australia’s digital landscape in 2025

Whether you’re running a local business or a multinational corporation, social media marketing is a must for brands of all sizes. However, understanding the social media landscape in Australia is no small feat, but this guide will make this once-tall task much easier.

Explore some of the most important social media statistics in Australia to find the data you need to stay competitive, boost ROI and build better strategies.

Social media usage statistics in Australia

It’s safe to say that digital culture is ingrained into Australian life. In 2025, the number of active internet users is forecast to exceed 23.3 million, representing over 91% of the total population. This figure is expected to grow in the coming years, with a projected 27.7 million active internet users by 2029.

But what are people doing online? Top online activities include emailing, web browsing and digital banking, followed by streaming and shopping. Here’s a quick snapshot:

• As of January 2024, there are approximately 20.8 million social media users in Australia, equating to roughly 76% of the population.
• Australians spend an average of six hours and 20 minutes per week consuming social media.
• The average Australian internet user has 7.2 social media accounts.
• By 2029, Australian social media users are projected to grow by 2.1 million, reaching 26.68 million.

Social media advertising statistics in Australia

Around the globe, businesses are leveraging social media platforms to connect with consumers. Australian companies are no exception.

• In 2023, social media advertising accounted for approximately US$3.8 billion (AU$6 billion*) in ad spend.
• In 2025, social media ad spending is projected to reach US$4.73 billion (AU$7.5 billion).
• Australia’s social media ad spending is expected to grow by another 7.74% annually from 2025–2030. This means the sector’s value will exceed US$6 billion (AU$9.1 billion) by 2030.

Takeaways:

• With such strong projected growth, Australian businesses must incorporate social media advertising into their overall marketing strategy to facilitate long-term growth.
• As the social media advertising sector grows, it will become increasingly saturated. As a result, brands will need to prioritise compelling visuals, strong targeting and data-driven strategies to maintain a competitive edge.

Social media usage statistics by age in Australia

People of all age groups use social media in Australia. Their behaviours on these networks, such as the time spent and the networks used, differ. According to a 2024 report, here’s how much time each generation spends on social media:

• Gen Z: 10 hours and five minutes.
• Millennials: seven hours and 45 minutes.
• Gen X: six hours and five minutes.
• Boomers: four hours and 30 minutes.
• Matures: two hours and 40 minutes.

In 2024, Australians favoured Facebook, YouTube and Instagram overall, while Gen Z preferred Instagram, YouTube and TikTok.

Beyond 2025, social media usage by age will likely shift. In November 2024, Australia announced a ban on social media for children under 16, covering TikTok, Facebook, Instagram and X, but exempting YouTube. The law takes effect in late 2025.

Takeaways:

• Because network preferences vary by generation, brands must develop network-specific tactics to effectively reach different age groups and ensure their messaging resonates.
• Given the impending social media ban for people under 16, brands targeting younger audiences need to explore and potentially invest more in YouTube and alternate platforms.

Facebook statistics for Australia

With over three billion monthly active users globally, Facebook is the world’s (and Australia’s) most popular social media platform.

• In 2024, Facebook led social media in Australia, with over 21 million users.
• Nearly one in four Australian Android users spend an average of 20 hours and 15 minutes per month on Facebook.
• As of October 2024, men and women aged 25 to 34 make up the largest share of active Facebook users in Australia, representing 12.8% of the total user base.
• The number of active Facebook users in Australia is expected to dip by 1.47 million users from 2024–2028.

Takeaways:

• With Facebook usage stabilising among older demographics, brands should adjust content strategies to cater to Gen X and Boomers, focusing on video and trust-building content.
• Facebook’s ad reach in Australia is still among the highest. Brands should focus on retargeting and lead generation campaigns to make the most of existing audience behaviour.
• Despite a gradual decline in younger users, Facebook remains a top platform for community engagement and local business discovery. Marketers should prioritise groups and local ad targeting.

Instagram statistics for Australia

Instagram is a popular platform in Australia, favoured for its visual format.

• Three in five Australian internet users (roughly 14 million) engage with Instagram. On average, this cohort spends 11 hours and 46 minutes on the platform each month.
• In 2024, women 25–34 made up 24% of Australian Instagram users, and men 21%.
• Instagram ads have the potential to reach over 52% of Australia’s total population.
• Users are expected to steadily decline, reaching a new low of 9.27 million users in 2028.

Having gained over 1 million followers, Qantas is one of the most prolific Australian brands on Instagram. On its feed, you’ll often see the airline showcasing gorgeous images of destinations along its global travel routes.

Takeaways:

• With 60% of Australian internet users engaging with Instagram, it offers a significant audience for businesses to target, especially through ads (reaching over 52% of the population).
• Marketers should focus predominantly on the 25–34 age group. This demographic, especially women, uses Instagram as a discovery tool, making it ideal for brand awareness and influencer marketing strategies.
• With in-app shopping adoption slowing, brands should shift focus from direct sales to community-driven engagement and influencer partnerships.
• While Instagram remains strong, the anticipated decline in users by 2028 suggests brands should diversify their social media strategies to stay relevant.

LinkedIn statistics for Australia

While it was originally designed as an employment marketplace, LinkedIn is much more than that. It’s also an outlet for skill-building, thought-provoking discussions and industry updates.

• As of 2024, there are roughly 13 million LinkedIn users in Australia. In the following five years, this figure is expected to grow by 500,000, reaching a new peak of nearly 13.9 million users in 2028.
• Approximately 54% of Australian LinkedIn users are male.
• In 2024, LinkedIn had the 15th highest advertising audience reach in the world, with a reach of 71.7%.
• In terms of time spent on the platform, LinkedIn is less than other social media sites from July to September 2023. During this period, Android users spent an average of one hour and six minutes on the app per month.

Takeaways:

• LinkedIn’s user growth in Australia signals an opportunity for thought leadership and B2B marketing. Brands should prioritise employee advocacy and long-form content.
• With higher organic engagement than other platforms, LinkedIn remains a cost-effective channel for B2B brands to drive trust and industry authority.
• LinkedIn’s algorithm favours personal storytelling and expert-driven content. With this in mind, executives should build their personal brands to amplify their reach beyond company pages.
• Since 54% of Australian LinkedIn users are male, brands targeting male professionals—especially in industries like finance, tech and engineering—can tailor messaging to this demographic.

Pinterest statistics for Australia

Pinterest has transformed search, shopping and saving by making the process entirely visual and enabling users to explore and curate images and videos into custom boards.

• As of April 2024, there are 5.1 million Pinterest users in Australia.
• Women make up approximately two-thirds of Pinterest’s user base worldwide.
• At 42%, Gen Z is Pinterest’s fastest-growing user base in Australia.
• Pinterest reaches 41% of Australians aged 14–24; 37% of Australians aged 25–39; and 35% of Australians aged 40–54.
• Safety and security are high priorities for 44% of Australian Pinterest users.

Per ANZ managing director, Melinda Petrunoff, Pinterest is helping retailers reach young audiences. One of them is none other than David Jones.

While David Jones is one of the oldest brands in Australia, it’s done a great job of keeping up with social media trends. A curated mix of stylish fashion, home, food and beauty items, its Pinterest feed attracts an average of two million monthly views. In 2024, David Jones became one of the best brands on Pinterest when it partnered with the network for an exclusive gift-shopping guide.

“Over 50% of our users tell us they come to the platform to shop,” said Petrunoff. “This campaign with David Jones is the perfect example of how a brand can reach our highly engaged audience, at the right time with relevant content.”

Takeaways:

• Brands should tailor content to appeal to women who make up about two-thirds of the global Pinterest user base, as well as Gen Z.
• Since Pinterest has significant engagement from Australians aged 14–54, this provides an opportunity for brands to target diverse audiences across age brackets.
• Since safety and security are a high priority for users, brands should ensure their content aligns with user expectations for a safe and trustworthy environment.

Threads statistics for Australia

Threads enables users to share short-form text-based posts as well as photo and video content. Much like X, Threads is designed to foster real-time conversations and thought-sharing.

• In the 24 hours following its release in July 2023, roughly 30 million people worldwide, including major Australian figures like Prime Minister Anthony Albanese, signed up for Threads.
• As of 14 July 2023, global users were spending an average of six minutes per day on Threads, a drop from the average of 21 minutes per day as of 7 July 2023.
• An estimated 1.6 million Australians used Threads during the month of its release. But a later survey revealed that only 5% of Australians were actively using the app by September 2023.
• Threads has maintained a sizeable user base worldwide, with an estimated 275 million monthly active users as of Q4 2024.

Takeaways:

• While Australians’ Threads usage has decreased significantly since the platform’s launch, it’s still widely used globally. As a result, Threads may be well-suited to Australian brands looking to target international consumer markets.
• Because users typically only spend a few minutes per day on the app, marketers need to tailor their posts to be as engaging as possible. Best practices include crafting strong hooks, showcasing eye-catching visual content and keeping text succinct.

TikTok statistics for Australia

After rising to global prominence during the COVID-19 pandemic, TikTok has proven that it’s here to stay, with over two billion users worldwide. In Australia, individuals and businesses on TikTok alike are embracing the power of the platform.

• As of June 2023, there are 8.5 million Australians and 350,000 Australian businesses on TikTok.
• As of February 2025, 38% of the Australian population aged 18 and over uses TikTok.
• Approximately 53% of TikTok users in Australia are female.
• Over a third (34%) of Gen Z say they consume news on TikTok.
• In 2024, TikTok had the highest time spent on the network of any social media site. Australian Android users were spending an average of 42 hours and 13 minutes per month on the app.

With a young, predominantly female audience, Australian brands like Princess Polly are thriving on TikTok. Often through giveaways and user-generated content, the label showcases its trendy, youthful clothing. Its marketing efforts have earned the brand a 2025 nomination for TikTok Advertiser of the Year.

Takeaways:

• TikTok’s rise means authentic, low-production content is outperforming polished ads. Brands should embrace the right trends rather than overproducing content.
• With over 8.5 million Australian users, TikTok is no longer “just for Gen Z”. Multi-generational engagement is growing, making it a viable channel for broader campaigns.
• Brands should leverage TikTok’s search behaviour, keeping in mind that users increasingly treat it like a search engine. As a result, optimising captions and hashtags with TikTok SEO in mind is key.

Reddit statistics for Australia

Reddit is one of the most popular forum-based social networks in the world. The platform fosters online discussions, allowing users to ask questions and share their thoughts in groups known as subreddits.

• In January 2024, Reddit received visits from approximately 1.22 billion users worldwide.
• Australia is responsible for 3.5% of Reddit’s global traffic share, accounting for approximately 192 million site visits in 2024.
• Many Reddit users aren’t active on other social media networks; 45% of global Reddit users aren’t on Instagram, 69% aren’t on LinkedIn and 58% aren’t on TikTok.
• According to a 2024 survey, 16% of Australian Reddit users claim to use the site regularly.
• Reddit is more popular with male social media users than female.
• Reddit is also more popular with Gen Z than other social media networks.

Takeaways:

• Brands should use Reddit to build trust with their customers by engaging with them directly. Some best practices include answering questions, offering advice and addressing concerns or complaints.
• Because the majority of global and Australian Reddit users are male, brands may want to tailor their messaging to align with this demographic.
• Brands can also leverage Reddit Ads to increase brand awareness and access the platform’s niche audience members, many of whom can’t be reached on other networks.

X (formerly Twitter) statistics for Australia

Since its inception, X/Twitter, has cemented itself as a major player in the social media space. It’s known as a hub for quick updates, unfiltered thoughts and real-time discussions. With the right tools, X is a great place for businesses to monitor their brand reputation and stay connected to customers.

• In 2025, the number of X users in Australia is expected to hit 4.03 million.
• Projections show that the number of X users in Australia will increase slightly in the coming years, reaching 4.08 million in 2028.
• X is more popular among Australian men than women.
• X is also more popular among Millennials than other social media networks.

EB Games Australia is one of the many brands leveraging the power of X in 2025. The gaming giant uses it to update its 150,000 followers about new releases, upcoming sales and limited-edition offers.

Takeaways:

• X’s strength lies in real-time updates and conversations, making it ideal for customer service, crisis management and direct engagement. Brands can use social listening tools to track mentions, address concerns and capitalise on trending discussions.
• Given X’s fast-moving nature, negative sentiment can spread quickly. Brands should implement a proactive monitoring strategy to respond to feedback before it escalates. A well-managed X presence can enhance credibility and trust by demonstrating responsiveness and transparency.
• With over 4 million Australian users and growing, X is a valuable platform for targeted marketing, particularly for industries that thrive on news, sports, finance and tech discussions. While it may not have the largest audience, high engagement from certain demographics (such as men in Australia) makes it a strong platform for brands targeting male consumers.
• Brands can position themselves as thought leaders by sharing industry expertise and engaging in relevant conversations. A well-crafted X strategy can help B2B and other brands establish authority in their space. Partnering with influential voices on X (journalists, analysts, industry experts) can also boost credibility and visibility in niche markets.

YouTube statistics for Australia

Although it was often treated as a streaming service, YouTube is becoming more recognised as a social media network in Australia. YouTube allows users to share videos, like content, leave comments and engage with online communities.

• YouTube is projected to reach a new peak of 15.8 million Australian users by 2029 (a 2.4% increase from 2024).
• In 2025, YouTube is expected to surpass Facebook in its total number of Australian users.
• In 2024, watching videos (including on YouTube) was the top form of digital home entertainment among Australians.
• On average, Australians spent an average of over 22 hours per week watching videos at home in 2024. This includes videos on YouTube, subscription video on demand (SVOD) and free-to-air television.

Many Australian brands, including Telstra, have made YouTube a core part of their content strategy. On the channel, you’ll find everything from bite-sized ads to handy smartphone tutorials.

Takeaways:

• Since YouTube is expected to surpass Facebook, brands should prioritise YouTube in their digital strategies. Brands should use it to grow brand engagement through likes, comments and community interaction.
• Watching YouTube videos is the top digital entertainment activity for Australians, making YouTube a prime space for ads and brand storytelling.

Influencer marketing statistics for Australia

It’s impossible to talk about social media statistics in Australia without touching on influencer marketing. Having more than tripled globally since 2020, influencer marketing is no fad, but a marketing powerhouse.

• Australia’s influencer marketing laws require influencers to clearly disclose when content is sponsored to avoid misleading or deceiving consumers. Clear disclosure practices include mentioning that it’s an ad in the post caption or hashtags, or using native branded tools.
• A 2023 Australian Consumer & Competition Commission (ACCC) review found that 81% of influencers were posting potentially misleading advertising. It’s important for brands to vet and set clear expectations with influencers to avoid spreading misinformation.
• Micro-influencers (10K–100K followers) are becoming increasingly popular in Australia. Although their followings are smaller, they are highly engaged, signalling a more authentic and relatable connection with their audience.
• Australia’s ad spending on influencer marketing is projected to reach US$589.1 million (AU$943.8 million) in 2025.
• Ad spending on influencer marketing is forecasted to reach a market volume of US$874.5 million (AU$1.3 billion) by 2029.
• According to a 2023 survey, 43% of Australian businesses reported spending less than $10,000 per year on influencer marketing. But 67% of businesses said they intended to boost their influencer marketing budget in the following 12 months.

Takeaways:

• Brands need to invest in influencer marketing. With ad spending surging, influencer marketing is a proven strategy for brand visibility and consumer trust in Australia.
• As influencer marketing continues expanding, brands that build strong partnerships now will benefit from greater reach and ROI in the long run.
• Brands need to be transparent about their partnerships with influencers to not only abide by Australian Consumer Law but also to convey authenticity and gain consumer trust.

Social media consumer behaviour in Australia

In the age of ecommerce, it’s no surprise that social commerce has boomed in popularity. Below is a quick overview of the social commerce sector in Australia.

• As of 2024, 57% of Australians have shopped on at least one social media site.
• In 2023, Facebook was the most widely used social commerce platform in Australia, with 58% of survey respondents shopping on the site.
• In 2023, 40% of social shoppers in Australia used Instagram to make purchases.
• Australia’s social commerce revenue is expected to exceed US$5 billion (AU$8 billion) in value by 2029.

Takeaways:

• Social commerce is growing, but consumer scepticism around in-app purchases remains. Some of consumers’ most common concerns include security issues, fake ratings, scams and dishonest influencer endorsements.
• Sceptical users may be more inclined to use social media for product discovery before proceeding to the brand’s website to check out.
• Brands should focus on building trust through reviews, UGC and seamless checkout experiences.

Use social media statistics to guide your strategy

With this data on your side, there’s only one thing left to do: put it to work. By considering these facts and figures, you’ll craft a social media marketing strategy that works smarter, not harder.

Maybe it will see you invest more in influencer marketing. Maybe it will lead you to explore social media networks you never would have considered for your business. Maybe you’ll grow so much that you start branching out overseas. If you do, be sure to read our global social media statistics for insights on attracting an international audience.

*All AUD currency equivalents are approximate, based on exchange rates at the time of publication and subject to change.

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