Analysis of Latest Australian Statistics

Thanks to Hootsuite, We Are Social, and Nielsen in this article we take a look at the latest comprehensive data regarding Australian’s social media use. It’s important to keep up to date with these reports to ensure your social media strategy can respond to changing consumer behaviors.

Despite talk about less people using social media, the reality is more people than ever are using social media in Australia. From 2018 to 2019, according to the Digital in 2019 report presented by Hootsuite and We Are Social, active social media users increased by 5.9%. That’s faster than population growth! In 2019 Australia’s population is around 25 million, it’s hard to believe but there are around 18 million active social media users. That’s over 70% of the entire population!

The average daily time that people are spending on social media is also quite staggering with users spending an average of over 1 hour and 30 minutes per day. If you are looking at one of the best ways to engage with your potential consumers, look no further!

Some of the key stats:

Facebook 16 Million Female 53% Male 47%
Linkedin 11 Million Female 47% Male 53%
Instagram 9.7 Million Female 57% Male 43%
Snapchat 6.35 Million Female 55% Male 45%
Twitter 2.56 Million Female 36% Male 64%

*Note most social media platforms only provide female/male gender split

Whilst the above figures don’t include content sharing platforms like YouTube, the latest Nielsen Digital Contents Rating report shows that close to 16 Million Australian adults spent close to 1 hour a day viewing content on YouTube. When broken down even further, its close to a 50/50 split male and female viewers with people aged 18-39 watching the most.

YouTube 16 Million Female 51% Male 49%

Many businesses, influencers and social media managers discount YouTube but it remains one of the best ways to engage with people on different topics.

To view all the data, visit or

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