How Long Do Australians Spend on Each Social Media Channel?

Social media remains a crucial channel for brands and organisations looking to effectively reach and advertise to their audiences. At DemosAU, we decided to dig deep into social media usage in Australia with a comprehensive survey of 1,797 Australians in April 2024 to better understand how long users were spending on each platform. Here’s what we found.

Facebook Remains King – But For How Long?

Despite the rise of newer platforms, Facebook remains the leader in terms of time spent per week by Australian users. Our data shows that Australians spend an average of 3.1 hours per week on Facebook, making it the platform with the highest engagement. Those aged 25-54 spend the most time on the platform on average.

For brands, this signifies that Facebook continues to be a vital channel for reaching a broad audience. However, with emerging platforms gaining traction, it’s essential to keep an eye on shifting user behaviours.

YouTube: A Close Contender

YouTube is not far behind when it comes to social media usage in Australia, with an average of 2.85 hours spent per week. The strong engagement on YouTube underscores the power of video content in capturing and retaining user attention. For organisations, this highlights the importance of incorporating video into your marketing strategy, whether through advertisements, tutorials, or influencer partnerships.

Instagram and TikTok: The Battle of the Visual Platforms

Instagram, with 1.5 hours, and TikTok, with 1.4 hours per week, are the leading platforms for visual content. While Instagram still holds a slight edge, TikTok’s rapid growth and the popularity of its short-form videos make it a critical platform for brands targeting younger demographics.

The average 18-14 year old spends 2-3 hours a week on Instagram, and 4-5 hours per week on TikTok, with young women in particular likely to spend more time on the latter.

Twitter and Snapchat: Niche but Influential

X/Twitter and Snapchat each see about 0.75 hours of use per week. While these platforms have smaller engagement compared to giants like Facebook and YouTube, they offer valuable opportunities for targeted advertising, especially for brands looking to connect with specific communities or demographics. Their more conversational and ephemeral nature allows for creative and spontaneous marketing tactics.

Emerging Platforms: Discord, LinkedIn, and Telegram

Platforms like Discord, LinkedIn, and Telegram, with average usage ranging from 0.4 to 0.5 hours per week, show that while these platforms may cater to niche audiences, they should not be overlooked.

LinkedIn, in particular, is essential for B2B marketing and professional networking, and our data shows its user-base skews towards those with university degrees and higher incomes. Discord and Telegram, meanwhile, cater to communities with specific interests, making them ideal for targeted campaigns.

What This Means for Australian Brands

For Australian brands and organisations, the key takeaway from this research is the importance of a diversified social media strategy. While Facebook and YouTube remain dominant, the growing engagement on platforms like TikTok and Instagram, and the specific niches occupied by platforms like LinkedIn and Discord, suggest that a one-size-fits-all approach to social media marketing is no longer viable.

Actionable Insights:

1. Leverage Facebook’s Reach: Continue to use Facebook for broad reach, but tailor your content to maintain engagement as newer platforms emerge.
2. Invest in Video Content: With YouTube and TikTok’s popularity, video content should be at the heart of your social media strategy.
3. Embrace Visual Storytelling: Platforms like Instagram and TikTok are perfect for visually driven campaigns. Creativity and authenticity will resonate most with users.
4. Target Niche Audiences: Platforms like LinkedIn and Discord offer opportunities to connect with specific, engaged communities. Tailor your messaging to fit the unique cultures of these platforms.
5. Stay Agile: The social media landscape is constantly evolving. Regularly reviewing and adapting your strategy based on current trends will ensure that your brand remains relevant and effective in reaching your audience.