This presentation (August, 2012) provides a great overview of the Australian social media and internet landscape.

1. Australia Social Media
Fast Facts
August 2012

2. [Fast Facts
[Australia had a world Internet penetration rate of 67.5% in 2011, a lot
higher than the world average (32.7%).
1 [ Fast Facts

3. [Fast Facts
[The growth of Internet users in Australia has been increasing in the
past decade. As of May 2012, approximately 75% of the Australian
population are using the internet.
2 [ Fast Facts

4. [Fast Facts
[With the revolution of information technology, the Internet has changed
our social life. The number of Internet users has been rapidly increasing
recently and Australians are expected to spend most of the time on their
Internet activities at home in 2012.
3 [ Fast Facts

5. [Social Media Facts
[In 2011, the average Australian Internet user spent 19 hours per week
online.
4 [ Social Media Facts

6. [Fast Facts
[There are more male online users in Australia, spending more time on
the Internet per month, compared with female online users.
5 [ Fast Facts

7. [Fast Facts
[Tablet computers and mobile phones are quickly becoming the major
devices used to access the Internet in Australia.
6 [ Fast Facts

8. [Fast Facts
[On average, Australians spend close to 22 hours on the Internet per
week.
7 [ Fast Facts

9. [Fast Facts
[‘Communicatingfor Australiansand ‘searching information’ are the primary
online activities
with people’
using the Internet. The percentage of people
using the Internet for online shopping has been steadily increasing since
2010.
8 [ Fast Facts

10. Social Media and Search Facts

11. [Social Media Facts
[What Social Media is – the landscape.
9 [ Social Media Facts

12. [Social Media Facts
[Approximate 65% of Australian internet users use social media platforms
every day.
10 [ Social Media Facts

13. [Social Media Facts
[The most popular website in Australia is Facebook, with a 69.5% reach,
followed closely by YouTube (56.9%).
11 [ Social Media Facts

14. [Social Media Facts
[ activities in Australia. Social networking accounts for 1 of every 5
Portals, social networking sites, and entertainment are the top online
minutes spent online in Australia.
2011 top 5 social media channels:
12 [ Social Media Facts

15. [Social Media Facts
[Facebook is the most popular social network in Australia. Over 31% of
users are under 17 years old. Users are nearly equally split between
male and female.
13 [ Social Media Facts

16. [Social Media Facts
[YouTube is the second most popular platform in Australia. Over 34% of
the users are under 17 years old, surprisingly, 26% of of YouTube users
in Australia are between 45-54 years old.
14 [ Social Media Facts

17. [Social Media Facts
[There are more male users (62%) than female on Twitter. 33% of
Australian Twitter users are between 45-54 years old.
15 [ Social Media Facts

18. [Social Media Facts
[LinkedIn users are almost equally split between males (52%) and
females (48%). 32% of users are between 45-54 years old.
16 [ Social Media Facts

19. [Social Media Facts
[Top 10 social media websites in Australia – Stickiness - May 2012
17 [ Social Media Facts

20. [Social Media Facts
[Australian top 10 new information search websites – Stickiness - May 2012
18 [ Social Media Facts

21. E-commerce Facts

22. [E-commerce Facts
[world. In 2011, Australian online shopping expenditure reached $13.6
Australians appear to be some of the most avid online shoppers in the
billion with the growth of 13% from the same period in 2010. Online
shopping expenditure is predicted to reach nearly $27 billion by 2016,
growing by about 14% each year.
$
$
$
$
$
$
$
$
$
$
$
$
$
19 [ E-commerce Facts

23. [E-commerce Facts
[With over two thirds of users making an online purchase every month,
nearly 44% are using the internet to research products everyday. 36% of
Australians made a purchase after researching products via social
media.
20 [ E-commerce Facts

24. [E-commerce Facts
[5.5 million Australians make an online purchase each month.
21 [ E-commerce Facts

25. Mobile Facts

26. [Mobile Facts
[There were 11 million mobile handset subscribers in Australia by the
end of 2011. This represents an increase of 13.6% from June 2011. Of
these, 2.2 million (20%) were dedicated data subscriptions and 8.8
million (80%) were all other active standard mobile subscriptions.
22 [ Mobile Facts

27. [Mobile Facts
[Mobile Page views have increased by an impressive 207% since May
2011.
23 [ Mobile Facts

28. [Mobile Facts
[Demographic analysis for the frequency of mobile internet usage in
Australia for 2011 show that an average of 53% of users check their social
media accounts daily.
24 [ Mobile Facts

29. [Mobile Facts
[ Australians are spending more time accessing the mobile internet than
ever before, more than 4 in 10 Australians use mobile internet. Smart
phones now hold 51% of the market for those aged 16+ and tablets are in
18% of households. Users are accessing mobile internet at work (42%), at
home (42%), in transit (30%), and while they are outside (10%)
25 [ Mobile Facts

30. [Contact Us
Follow on Twitter
info@digitaljungle.com.cn
@digitaljunglecn
Follow on Weibo: www.digitaljungle.com.cn
www.weibo.com/digitaljungle
Like us on Facebook Presentations on SlideShare
www.facebook.com/digitaljungle www.slideshare.net/digitaljungle
Connect on LinkedIn
www.linkedin.com/company/digital-jungle
Sources: Neilsen Australian Online Landscape Review May 2012, Internet World Stats 2011, Nielsen Australian Online Consumer Report 2012, comScore Media Metrix 2011, Online
Marketing Trends 2012, BWM Books.com 2012, Roy Morgan Single Source 2012, Australian Communications and Media Authority 2011, Burson-Marsteller 2012, Australian Bureau of
Statistics Internet Activity Report 2011, Philanthropy Australia 2011, Frost & Sullivan – Digital Media Research 2011, Moomu Media Thrive Online 2011, Roy Morgan Single Source 2012,
SODAFIZZ Innovative Online Communication 2011, Australian Interactive Media Industry Association (AIMIA) 2011, Digital Marketing Lab 2012, Australian Bureau of Statistics, Australian
Interactive Media Industry Association, BWM Books.com, Digital Marketing Lab, Internet World Stats, Nielsen Australian Online Consumer Report, Online Marketing Trends, Roy Morgan
OnlineStore.com, Social Media News, World Bank, CeBIT Australia 2012, World Press – 100 social media statistics for 2012.