Females and males aged 25 to 34 constituted the largest share of active Facebook users in Australia as of October 2025. Both females and males in that age bracket made up approximately **** percent. Facebook: the world’s favorite online hangout Facebook continues to rank as the world’s most popular social network. With just over ***** billion users in a worldwide population of around eight billion people, Facebook has left its mark on the modern world - and its wallet. In 2021, Facebook’s owner, Meta, formerly Facebook Inc., generated over *** billion dollars in revenue, a figure that has continued to soar since Facebook’s inception in 2004. Advertising and Meta’s family of apps, which, among others, includes Facebook, Instagram, and WhatsApp, have made up the majority of the company’s revenue in recent years. The internet as a source of hope  ‘Screen time,’ or time spent using a device such as a phone, computer, television, or video game console, often gets a bad name. The average Australian spends close to ***** hours daily surfing the internet on a mobile phone, which puts Australians above the world average for minutes spent on the internet on a mobile daily. With young people making up a significant portion of the internet-using population, it is reassuring to know that close to ** percent of young Australians also use the internet to seek help or information on issues important to them, like the environment, equity and discrimination, and mental health.

The number of Facebook users in Australia was forecast to continuously decrease between 2024 and 2028 by in total ********* users (***** percent). After the seventh consecutive decreasing year, the Facebook user base is estimated to reach ********** users and therefore a new minimum in 2028. User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Facebook users in Australia had been increasing steadily throughout the years, with a forecast of approximately 11.5 million Australians having an account on the social media platform by the year 2022. This figure would represent more than 40 percent of the Australian population, making it the most used social media platform in the nation. Facebook - the most used social media platform Australia had one the highest active social media penetration rates globally, with most of the population having account on a social media platform. It is partially due to the country’s high internet penetration rate and heavy influence from the United States with regard to internet and social media trends. Furthermore, social networks were the most used platform of social media with instant messenger platforms such as WhatsApp and Facebook messenger coming in second place. Demographics of Facebook users Younger generations in Australia were much more active Facebook users with those between 18 to 29 years using the platform four times more per week than those over the age of 65. This was not to say that the elderly did not use Facebook but the data showed that those that do use social media platforms were most likely to have a Facebook account in comparison to other generations.

There were 20 538 200 Facebook users in Australia in December 2022, which accounted for 74.5% of its entire population. The majority of them were women - 53.5%. People aged 25 to 34 were the largest user group (4 900 000). The highest difference between men and women occurs within people aged 65 and above, where women lead by 841 600.

The use of Facebook in Australia is dominated by ** to 34-year-old millennials, with around *** million Australians in this age bracket using the social networking site in 2019. Despite this, younger millennials are tending to use Facebook less than older generations, with a usage rate of around ** percent in Australia. How are Aussies using social media? In 2018, most Australians used social networking sites to catch up with family and friends. Millennials also used these apps to share photographs or videos. This activity has amplified the popularity of Instagram, an app that makes it easy to capture, edit and share photos and videos. Facebook and YouTube were used by a large proportion of consumers for finding, reading, watching, sharing or discussing news, largely due to convenience and the ease of access to current events.

hashtag-mania

Although Facebook is still the most widely used social networking service in the country, YouTube and Instagram are also popular platforms, especially among younger Australians. Leading millennials (those aged between 29 and 34 years) had the largest usage share for YouTube, while trailing millennials (those aged between ** to **) were particularly active users of Instagram in 2018. These platforms all look to expand their audiences in the future, engaging through targeted video advertising, ephemeral content storytelling and through social media influencers.

In January 2025, around ****** thousand downloads of the Facebook app were reported in Australia according to AppMagic. The highest number of downloads was recorded in March 2022 in the measured period.

This dataset contains statistics (key metrics) related to the Unleashed Facebook page (https://www.facebook.com/UnleashedADL/). Unleashed is an open data competition, an initiative of the Office for Digital Government, Department of the Premier and Cabinet. This data is used to monitor the level of engagement activity with the audience, and make the communication effective in regards to the event.

This statistic displays the usage of Facebook in Australia in 2018, by generation. During the survey period, around ** percent of respondents aged 71 years and older reported to actively use Facebook.

Young people in Australia are more likely to have more friends on Facebook, with the average user between the ages of 18 to 29 years having almost *** friends on the platform. This is in contrast with senior citizens (65 years and above) who seem to be more selective, having an average of just under ** friends on Facebook. The most used social media platform Australia has very high social media penetration rate, with a majority of the population having an account on a social media platform. It is partially due to the country’s high internet penetration rate and cultural influences from the western world on social media trends. Furthermore, the number of Facebook users in Australia has been increasing steadily, with a forecast of approximately **** million Australians having an account on the social media platform by the year 2022. This figure would represent more than ** percent of the nation’s population, making it the most used social media platform in Australia.  Demographics of Facebook users The use of Facebook in Australia is dominated by 25- to 34-year-old millennials, with around *** million Australians in this age bracket using the social networking site in 2018. Younger generations in Australia are also more active Facebook users with those between 18 to 29 years using the platform four times more per week than those over the age of 65 years. Elderly users of social media however were most likely to have a Facebook account in comparison to other generations.   

Research from AppMagic suggested that Meta continued to dominate the Australian social media landscape by owning two most downloaded social media apps as of May 2025. The number of Facebook downloads amounted to around ***** thousand, followed by Threads, Telegram, and Snapchat. Facebook: The industry giant With over ***** billion monthly active users worldwide as of January 2024, Facebook leads the industry as the most popular social network platform. Besides its core product under the same name, Facebook also owns several major social network services, namely WhatsApp, Instagram, and its standalone instant messaging service, Messenger, each with more than *** billion active users. The number of Australia-based Facebook users is estimated to decrease to around ** million over the next few years, but still accounting for approximately ********** of Australia’s total population. More than just social networking While its business focus lies on private messaging, Facebook seems to have more to offer. Facebook, including Messenger, and Instagram have remained the most widely used platforms for social commerce among Australian online shoppers. Facebook has also been by far the most popular social media channel among small and medium-sized businesses in Australia. In times of the COVID-19 pandemic, apart from television and online newspaper, many Australians have turned to Facebook as their daily source of news.

Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. However, limited information is available on the most effective and efficient use of Facebook for this purpose. This study sought to identify the features of Facebook posts that are associated with higher user engagement on Australian public health organisations’ Facebook pages. We selected 20 eligible pages through a systematic search and coded 360-days of posts for each page. Posts were coded by: post type (e.g., photo, text only etc.), communication technique employed (e.g. testimonial, informative etc.) and use of marketing elements (e.g., branding, use of mascots). A series of negative binomial regressions were used to assess associations between post characteristics and user engagement as measured by the number of likes, shares and comments. Our results showed that video posts attracted the greatest amount of user engagement, although an analysis of a subset of the data suggested this may be a reflection of the Facebook algorithm, which governs what is and is not shown in user newsfeeds and appear to preference videos over other post types. Posts that featured a positive emotional appeal or provided factual information attracted higher levels of user engagement, while conventional marketing elements, such as sponsorships and the use of persons of authority, generally discouraged user engagement, with the exception of posts that included a celebrity or sportsperson. Our results give insight into post content that maximises user engagement and begins to fill the knowledge gap on effective use of Facebook by public health organisations.

As of March 2017, Street FX Motorsport and Graphics was the most popular Facebook community group from Australia with a total of 9.88 million fans worldwide. In August 2018, Australians across the country were also actively using job groups on the social media platform. A total of 68 thousand job seekers from Melbourne were part of job groups and 64 thousand in Sydney. Australian Facebook user profile Around 4.4 million registered Facebook users in Australia are aged between 25 and 34. Moreover, there was an even gender distribution in this age group, thirteen percent were male, and thirteen percent are female. Elsewhere, there were around 1.3 million registered users aged over 65, three percent of which were male and four percent were female. Generational distribution of Facebook users Despite having the smallest number of users, 84 percent of those aged 71 years and older said in a 2018 survey that they spent most of their time with social media using Facebook. By comparison, 70 percent of respondents aged 14 to 28 said they spent most time on Facebook when using social media.

Insights include statistics on how many people posts reached, how many people engaged with each post and how many people talked about the post with their friends

This dataset was collected for usage in the Cross Agency Social Media Forum (CASM). The CASM is a collection of social media practitioners across the Australian Public Service (APS). This dataset contains a list of Facebook accounts operated within the APS, as known to the CASM group, along with their followers.

There has been a continued upward trend in the population share of active social media users in Australia. As of February 2022, approximately **** percent of the Australian population were active users compared to just ** percent in 2015. Preferred social media brands and most popular activities Facebook was the most popular social media brand in Australia in 2019, with ** percent saying they used the platform the most often. Elsewhere, ** percent said they used Instagram and six percent used Snapchat. Social media is used by Australians for a variety of activities. The most popular use is as a means of communication, with over **** of users regularly sending private messages and ** percent commenting on posts. Active users also post pictures and videos, with ** percent of users saying they have posted visual content. When do Australians use social media? In 2018, most social media use took place during Australians free time; ** percent said they used social media platforms in the evening, ** percent were first thing in the morning users, and ** percent said they logged on during breaks. Interestingly, when it comes to users being banned from social media, just over **** said in 2019 that they somewhat agree that bans are ineffective.

This project is the honours thesis of Rachel Heal. The study explored the weight afforded to Facebook evidence by potential Australian jurors and investigated perceived self and others' honesty on Facebook.

Spending on online advertising has surged, and it has become the preferred advertising medium over traditional channels like TV and print. This has been driven by a significant shift in consumer behaviour towards the internet, social media and online shopping, which consumers became more accustomed to during the pandemic. Advertising agencies are navigating increasing privacy concerns and stricter regulations, highlighted by the $60.0 million fine against Google for misleading data practices. Profitability has expanded as companies adopt artificial intelligence, with more than one-quarter of Google's code now being AI-generated and major companies like Facebook reducing labour costs through significant workforce cuts. Industrywide revenue has been climbing at an annualised 8.2% over the past five years and is expected to total $17.1 billion in 2024-25, when revenue will climb by 5.7%. The Online Advertising industry exhibits high market share concentration because of the substantial barriers to entry and the dominance of major players Google and Facebook. Google leads the search engine market, controlling around 95%, largely because it is the default search engine on popular browsers like Chrome and Safari. Access to large user volumes is crucial for online advertisers, as it encourages companies to increase spending on online ads. Extensive user data is also essential for training algorithms to deliver targeted advertising, enabling firms like Google, REA Group and Facebook Australia to charge higher premiums for their services. This data advantage, international firms' larger budgets and fewer regulatory constraints make it challenging for domestic companies to compete. The Online Advertising industry is on track to continue expanding, although at slower rates. Privacy concerns and stricter data usage regulations are set to limit advertisers' access to consumer data, especially with major web browsers' phasing out of third-party cookies. This will compel advertisers to innovate and emphasise first-party data by creating engaging, interactive experiences to encourage users to share information willingly. Adopting artificial intelligence technologies will enable advertisers to optimise ad placements, better understand user behaviour and reduce labour dependence. Industry revenue is forecast to expand at an annualised 6.8% through 2029-30 to total $23.8 billion.

A survey conducted among Australian social shoppers revealed that Facebook was the most used social commerce platform in 2024, with around **** of respondents. YouTube took second place at approximately ** percent. While Facebook was more popular among Boomers, Snapchat was trendy among Gen Z.

This data set was used for my honours thesis and as part of my journal article submission. This data set records observatiions of advertising posted by McDonalds Australia to Facebook during the 1st July to the 31st July 2019. The advertisments were assigned coded in relation to two catagories; being user enagement and creative advertising strategy.

This is the collection of documents related to the paper entitled "Significance of Likes: Analysing Passive Interactions on Facebook during Campaigning" submitted to PLoS ONE.

Both excel files (mge13_bimodal_pvl_all-no_text and afe13_bimodal_pvl_all-no_text) contain the number of posts and likes across the campaigning period.

Both pdf files (mge13_pints_val and afe13_pints_val) contain the P_IntS(posts) scores of all the selected MGE13 and AFE13 candidates.

File figs_charts contains the values used in generating the charts used in the paper.

File pints_compare contains the values used in the comparison off all the P_IntS.