In Australia in 2024, Facebook had the highest share of users, with **** percent of Australians saying they used the platform. Its counterpart messaging app, Facebook Messenger, was used by just under ** percent of Australians.

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.

** percent of Australian respondents answer our survey on "Most used social media platforms by type" with "Social networks (e.g., Facebook)". The survey was conducted in 2023, among ****** consumers.Find this and more survey data on most used social media platforms by type in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

In 2020, YouTube had the most number of active users in Australia with around *********** people using the platform. TikTok showed rapid growth with *********** users actively using the social media app in Australia.

70 percent of Australian respondents answer our survey on "Most used websites and online services by type" with "Social media". The survey was conducted in 2025, among 2,393 consumers.

In Australia in 2024, Facebook was the most popular platform, with 24.2 percent of users expressing a preference for it. Instagram followed closely, with 19 percent of users favoring it.

This statistic displays the most popular social media platforms used by members of fitness clubs in New Zealand in 2014. During the survey, around 18 percent of respondents currently holding a fitness club membership in New Zealand used Instagram as a form of social media.

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.

In Australia in 2024, the most popular social media and messaging platforms for Australian teens were Snapchat, TikTok and Instagram. Snapchat had ** percent of teens using the app, TikTok had ** percent, and Instagram had ** percent.

The number of LinkedIn users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.5 million users (+3.74 percent). After the ninth consecutive increasing year, the LinkedIn user base is estimated to reach 13.89 million users and therefore a new peak in 2028. Notably, the number of LinkedIn users of was continuously increasing over the past years.User figures, shown here with regards to the platform LinkedIn, 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 150 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).Find more key insights for the number of LinkedIn users in countries like Fiji and New Zealand.

In 2024, the most popular social media and messaging platforms among adults in Australia were Facebook, WhatsApp, and Instagram. Facebook was used by ** percent of adults, WhatsApp by ** percent, and Instagram by ** percent. New popular formats of social networks In addition to traditional social media platforms like Facebook and Instagram, alternative formats are gaining popularity in Australia. Snapchat, known for its ephemeral content, is steadily growing nowadays. Between 2024 and 2028, the platform's user base is expected to increase by *** million, reaching a peak of **** million users. Similarly, LinkedIn, a prominent platform for professional networking, is projected to expand by *** million users during the same period, reaching a peak of ***** million users by 2028. This consistent growth across both platforms highlights the diverse ways Australians are engaging with social media, whether for personal expression or professional connections. Social media growth increasing In Australia, social media remains a dominant force in digital engagement, with ** percent of respondents in a 2024 survey identifying social media websites and apps as their most used online services. This aligns with the global increase in social media engagement. As of February 2022, about **** percent of Australians were active on social media, a significant increase from ** percent in 2015. This rapid growth shows the expanding role of social media in daily life, indicating its increasing significance and integration into various forms of communication and entertainment.

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.

The number of Facebook users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-9.94 percent). After the eighth consecutive decreasing year, the Facebook user base is estimated to reach 13.62 million 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 150 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).Find more key insights for the number of Facebook users in countries like Fiji and New Zealand.

In 2022, YouTube was the most popular social media platform in Australia with around ** million active users every month. Instagram had approximately ** million users, and TikTok had around * million monthly active users.

The number of Instagram users in Australia was forecast to continuously decrease between 2024 and 2028 by in total 1.5 million users (-13.94 percent). According to this forecast, in 2028, the Instagram user base will have decreased for the sixth consecutive year to 9.27 million users. User figures, shown here with regards to the platform instagram, 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 150 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).Find more key insights for the number of Instagram users in countries like New Zealand and Fiji.

The number of snapchat users in Australia was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+4.02 percent). After the ninth consecutive increasing year, the snapchat user base is estimated to reach 7.74 million users and therefore a new peak in 2028. Notably, the number of snapchat users of was continuously increasing over the past years.The user numbers, depicted here regarding the platform Snapchat, 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 150 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).

In 2024, TikTok was the most popular social media app in Australia, based on average time spent, with users dedicating 42 hours and 13 minutes per month to the platform. This figure was nearly double the time spent on YouTube, which was 21 hours and 36 minutes, and Facebook, at 20 hours and 15 minutes.

The number of Youtube users in Australia was forecast to continuously increase between 2024 and 2029 by in total 0.4 million users (+2.6 percent). After the fifth consecutive increasing year, the Youtube user base is estimated to reach 15.81 million users and therefore a new peak in 2029. User figures, shown here regarding the platform youtube, 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.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 150 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).Find more key insights for the number of Youtube users in countries like Fiji and New Zealand.

In 2024, the primary communication platform for Australian teenagers was Snapchat, with ** percent of them using the service. WhatsApp followed as the second most popular, with only ** percent of teenagers using it. Communication trends in Australia's social media use Social media plays a vital role in how Australians connect and engage online. Among adults, Facebook is the leading platform, with nearly ** percent of users relying on it to stay connected. Instagram is the second most popular social media site, attracting users with its visual content and interactive features, while WhatsApp comes in third, valued primarily for its reliable messaging. According to a recent 2024 survey on social media activities, the most common answers among Australian consumers were "sent private messages" and "liked posts by other users or followed people", highlighting the importance of both communication and content engagement across these platforms. Social media's impact on shopping and news Social media platforms have evolved far beyond their original purpose of communication. They now serve various functions that significantly impact consumer behavior and information dissemination. In 2023, approximately ** percent of Australian social shoppers reported making purchases influenced by social media or streaming content, emphasizing the growing role of these platforms in e-commerce. Beyond shopping, social media also plays a crucial role in information sharing. According to a survey on media consumption conducted in Australia in 2023, 32 percent of respondents reported that they had used Facebook to share news content, while ten percent of respondents used WhatsApp for these purposes. These trends highlight social media's expanded influence.

In a September 2024 conducted survey among children and teenagers in Australia regarding their social media usage, around ** percent of 13 to 15 year olds surveyed said they had used YouTube in the period from January to September. Snapchat was the next most commonly used service for children of this age cohort, followed by TikTok.