2022 has been a year of continued growth in Digital adoption in Australia. The Australian market continues to demonstrate maturity with some key opportunities to leverage growing platforms in 2023.

Internet & Social Media Penetration Remains High & Comparable to Large Markets such as USA

There are a total of 23.6M internet users (91% penetration) in Australia with 21.45 million active social media users (83% penetration). When comparing digital adoption in Australia with other markets, we can see we are similar to the UK, whilst markets like India and USA have slightly higher penetration for internet and social media usage. USA, for example, shows 92% internet penetration and 83% Social Media penetration.

The average time spent on social media daily in Australia per user is 1 hour 57 minutes, whilst the USA shows 2 hours and 14 minutes daily. Australians spend an average of 6 hours 13 minutes on the internet everyday.

Big Digital Players – Facebook, Instagram, Google continue to dominate

Facebook & Instagram remain the top social media platforms in Australia with Facebook dominating with almost 77% penetration, followed by Instagram at 57% penetration. TikTok (32%), Twitter (30%), Pinterest (7%) and LinkedIn (26%) follow suite as the remaining.

Facebook Messenger remains the top messaging app with 15M users, followed by WhatsApp, iMessage and Snapchat. In terms of search platforms, Google, remains the top search platform with 55% laptop / desktop users, and mobile 40%.

Opportunity to leverage TikTok and Youtube Marketing to further drive growth

Facebook, YouTube & Tik Tok are being used very extensively by users in Australia in 2022. Tik Tok shows the highest growth and hours spent monthly. There is a growing opportunity for organisations to leverage these high engagement platforms to further reach out and engage with their audience.For organisations looking to gain a competitive edge in 2023, leveraging the power of video based digital marketing early will help in getting one step ahead.