2011 Social Media Compendium

Australian Social Media Usage Statistics

One of the most popular posts published on my blog has been the social media compendium I compiled back in March 2010. Given these stats are now a little out of date I have compiled some of the latest info to provide my digital peeps with a central source of data to pull out of the bag in times of emergency (for pitches / selling in concepts to Senior Exec’s yada yada yada) Enjoy!

Australian Social Media Usage Statistics

People of all ages are using social media: According to a recent Sensis eBusiness report 82% of people in their 30s, 47% of people in their 40s, and 45% of people in their 50s-to-60s are connected on social media sites in Australia.

More Australians’ are logging in more frequently: 4 in 10 Australians log on to social networking sites several times per day, up from less than three in 10 last year

Social Media fix during work hours: Almost one in four Australians access social networking sites from their workplace.

Majority of Australians are logging on: 59 percent of Australians have used a social network in the past 12 months

Females are more obsessed with social networking than male counterparts: In the past 12 months – 61 per cent of Australian females have used a social network vs. 56 per cent of males.

Blogging remains relevant to Australians: 44 percent of Australians have read a blog over the past 12 months

Video uploads on the rise: 21 percent uploaded a video to the Internet up from 14 percent 2 years ago.

A third of time spent online is spent interacting with social media: According to Nielsen research, Australian Internet users spend 7 hours and 17 minutes a month visiting social networks and blogs.

Online Video StreamingA Closer Look at Video Usage

According to a recent report by a third of Australians watched video content downloaded from the Internet.

Demographic breakdown: 68% of Australians aged 18-29 viewed online video content
50% of those aged 30-44 viewed online video content
34% of those aged 45-54 viewed online video content
22% aged 55 and over viewed online video content

Prediction: Watch this space (literally)! Online video usage is anticipated to continue to grow exponentially here and abroad in the coming years – thus it is not unreasonable to expect 50 – 60% of online users downloading / consuming video content via the web in the coming year to 2 years.

A Closer Look at Facebook Usage

According to Internal Facebook Data in September Australia has 10.5 million active Facebook users.

Australian Facebook Users By Age:

13 – 17 – 13 percent
18 – 24 – 24 percent
25 – 35 – 25 percent
36 – 44 – 17 percent
45 – 54 – 11 percent
55+ – 9 percent

Average Time Spent on Facebook: According to Nielsen the average time spent on Facebook by Australians is 6 hrs and 46 mins in August this year

Average Monthly User Frequency: In Australia, the average user visits Facebook 26 times per month!

Prediction: Expect Facebook usage to level out or decline (although I had predicted this in the past which may have been a bit premature). Facebook usage in markets like UK has begun to show fatigue which has led to small declines in the active number of monthly users. Facebook is definitely not going away any time soon but time on site / frequency of usage may start to retreat and new users are also becoming increasingly harder to attract.

LinkedIn MarketingA Closer Look At LinkedIn Usage

More and more professionals are subscribing to LinkedIn; 2 million plus subscribers in Australia as of October 2011.

Majority of professionals yet to sign up: According to market research firm Telsyte approx 40% of professionals in Australia use LinkedIn

Small businesses not embracing power of professional networking tools: Only 10.7 percent of LinkedIn subscribers in Australia are small business owners

Prediction: Whilst LinkedIn has gained momentum, growth has not been as rapid / steep as the likes of Facebook. I anticipate members will continue to grow in the coming year to 2 years as I don’t believe the product has reached saturation point in the market.

References
http://www.socialmediamarketing.com.au/social-media-marketing/linkedin-now-has-2-million-users-in-australia-but-new-competitor-is-gaining-fast.php

http://searcheverywhere.net/facebook-australia-statistics-august-2011/

http://www.startupsmart.com.au/technology/online-use-among-older-people-continues-to-soar/201110214267.html

http://about.sensis.com.au/IgnitionSuite/uploads/docs/2011%20Sensis%20e-Business%20Report%20FINAL.pdf

http://zo-au.com/nielsen-report-on-social-media-q3-2011

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