In Australia in 2025, 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.

In Australia in 2025, Instagram was the most popular platform, with **** percent of users expressing a preference for it. WhatsApp followed closely, with ***percent of users favoring it.

** 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.

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 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.

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.

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.

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.

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.

74 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 2,754 consumers.

In 2025, the most engaged Australian social media users on Meta’s platforms were aged ***** years old. The next most active groups are ***** and ***** for both men and women.

Universities are now observed using social media communications channels for a variety of purposes, including marketing, student recruitment, student support and alumni communication. This paper presents an investigation into the use of the Twitter social media platform by universities in Australia, using publicly available Twitter data over a two year period. A social media network visualisation method is developed to make visible the interactions between a university and its stakeholders in the Twitter environment. This analysis method provides insights into the differing ways Australian universities are active on Twitter, and how universities might more effectively use the platform to achieve their individual objectives for institutional social media communications.

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 607.2 thousand, followed by Threads, Telegram, and Snapchat. Facebook: The industry giant With over three 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 one billion active users. The number of Australia-based Facebook users is estimated to decrease to around 13 million over the next few years, but still accounting for approximately two-thirds 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.

This database is comprised of 951 participants who provided self-report data online in their school classrooms. The data was collected in 2016 and 2017. The dataset is comprised of 509 males (54%) and 442 females (46%). Their ages ranged from 12 to 16 years (M = 13.69, SD = 0.72). Seven participants did not report their age. The majority were born in Australia (N = 849, 89%). The next most common countries of birth were China (N = 24, 2.5%), the UK (N = 23, 2.4%), and the USA (N = 9, 0.9%). Data were drawn from students at five Australian independent secondary schools. The data contains item responses for the Spence Children’s Anxiety Scale (SCAS; Spence, 1998) which is comprised of 44 items. The Social media question asked about frequency of use with the question “How often do you use social media?”. The response options ranged from constantly to once a week or less. Items measuring Fear of Missing Out were included and incorporated the following five questions based on the APS Stress and Wellbeing in Australia Survey (APS, 2015). These were “When I have a good time it is important for me to share the details online; I am afraid that I will miss out on something if I don’t stay connected to my online social networks; I feel worried and uncomfortable when I can’t access my social media accounts; I find it difficult to relax or sleep after spending time on social networking sites; I feel my brain burnout with the constant connectivity of social media. Internal consistency for this measure was α = .81. Self compassion was measured using the 12-item short-form of the Self-Compassion Scale (SCS-SF; Raes et al., 2011). The data set has the option of downloading an excel file (composed of two worksheet tabs) or CSV files 1) Data and 2) Variable labels. References: Australian Psychological Society. (2015). Stress and wellbeing in Australia survey. https://www.headsup.org.au/docs/default-source/default-document-library/stress-and-wellbeing-in-australia-report.pdf?sfvrsn=7f08274d_4 Raes, F., Pommier, E., Neff, K. D., & Van Gucht, D. (2011). Construction and factorial validation of a short form of the self-compassion scale. Clinical Psychology and Psychotherapy, 18(3), 250-255. https://doi.org/10.1002/cpp.702 Spence, S. H. (1998). A measure of anxiety symptoms among children. Behaviour Research and Therapy, 36(5), 545-566. https://doi.org/10.1016/S0005-7967(98)00034-5

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.

According to a 2023 survey conducted among Australian shoppers, clothing and accessories were the most bought product category on social media platforms, at around ** percent of respondents, followed by tickets at approximately ** percent. Moreover, home and garden, books and magazines, and sporting goods were the top-three categories social shoppers would consider purchasing.

During an October 2024 survey among marketers in Asia, Australia, Europe, and North America, approximately 28 percent included Facebook among the social media platforms delivering the highest return on investment (ROI). Instagram and YouTube followed, mentioned by 22 and 12 percent of the participants, respectively.

This statistic shows the devices used to access social media in Australia as of **********. During the survey, ** percent of respondents said they used smartphones to access social networking sites in Australia.

This statistic shows the average number of friends, contacts or followers on social media sites in Australia as of April 2018. During the survey, Instagram users said they had on average *** contacts in Australia.

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.