There has been a continued upward trend in the population share of active social media users in Australia. As of February 2022, approximately 82.7 percent of the Australian population were active users compared to just 58 percent in 2015.

Preferred social media brands and most popular activities

Facebook was the most popular social media brand in Australia in 2019, with 56 percent saying they used the platform the most often. Elsewhere, 21 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 half of users regularly sending private messages and 50 percent commenting on posts. Active users also post pictures and videos, with 38 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; 61 percent said they used social media platforms in the evening, 59 percent were first thing in the morning users, and 42 percent said they logged on during breaks.

Interestingly, when it comes to users being banned from social media, just over half said in 2019 that they somewhat agree that bans are ineffective.

66 percent of Australian respondents answer our survey on "Most used websites and online services by type" with "Social media websites and apps". The survey was conducted in 2024, among 2,029 consumers.

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 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.

The report covers Australia Digital Marketing Software Companies and the market is segmented by Deployment (On-Premise, Cloud), Type (Email, CRM, Social CRM, Web Analytics, Marketing Automation, E-commerce, Content Management), End-user Industry (Information Technology, Telecom, BFSI, Media & Entertainment, Retail, Manufacturing, Healthcare, Automotive).

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.

The global pharma and healthcare social media marketing market is projected to be worth US$ 12,936.90 million in 2024. Demand for pharma and healthcare social media marketing is expected to increase at a CAGR of 13.5% from 2024 to 2034, attaining US$45,896.30 million by 2034.

Attributes	Details
Market Value for 2024	US$ 12,936.90 million
Market Value for 2034	US$ 45,896.30 million
Market CAGR from 2024 to 2034	13.5%

KOLs Act as Advocates for Pharmaceutical Products on Social Media

Attributes	Details
Market Value for 2019	US$ 7,099.40 million
Market Value for 2023	US$ 11,471.10 million
Market CAGR from 2019 to 2023	12.7%

Category-wise Outlook

Segment	Social Media Marketing Software
Share (2024)	53.60%

Segment	Facebook
Share (2024)	35.40%

Segment	Hospitals and Clinics
Share (2024)	32.60%

Country-wise Analysis

Countries	Australia and New Zealand
CAGR (2024 to 2034)	15.0%

Nation	China
CAGR (2024 to 2034)	13.8%

Nation	United States
CAGR (2024 to 2034)	10.4%

Nation	Germany
CAGR (2024 to 2034)	5.0%

Nation	Japan
CAGR (2024 to 2034)	4.3%

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).

Australia and New Zealand Digital Transformation Digital Transformation Market Report is Segmented by Type (Analytics, Artificial Intelligence and Machine Learning, Extended Reality (XR), Iot, Industrial Robotics, Blockchain, Additive Manufacturing/3D Printing, Cybersecurity, Cloud and Edge, Computing, and Others (digital Twin, Mobility, and Connectivity), by End-Users (Manufacturing, Oil, Gas and Utilities, Retail & E-Commerce, Transportation and Logistics, Healthcare, BFSI, Telecom and IT, Government and Public Sector, Others Others (Education, Media & Entertainment, Environment Etc). The Market Sizes and Forecasts are Provided in Terms of Value in USD for all the Above Segments.

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.

Australia Online Marketing Software Market size was valued at USD 2.7 Billion in 2024 and is projected to reach USD 6.4 Billion by 2031, growing at a CAGR of 11.3% during the forecasted period 2024 to 2031.

The Australia Online Marketing Software Market is driven by the rapid digital transformation of businesses, increasing internet penetration, and the growing adoption of e-commerce. Rising demand for personalized marketing strategies and advanced analytics tools encourages businesses to invest in sophisticated online marketing platforms. The proliferation of social media and mobile advertising, coupled with a focus on improving customer engagement and ROI, further propels the market. Additionally, small and medium enterprises (SMEs) are increasingly adopting cost-effective marketing software to expand their reach, supported by government initiatives promoting digital innovation across industries.

By Medium:Due to the increasing penetration of smart phones and tablets in the country, mobile medium accounted for over ~% of the digital ad spend and received a greater share in the digital advertising expenditure in 2022P. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising more than desktop advertising. By Type of Advertising:Search advertising accounted for the highest share in the industry owing to the rise of keywords-based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more. Key Trends by Market Segment: Our report offers the challenges of advertising when a cost savings technology (that demands standard ad design) limits the ability of an ad format to grab user attention in Australianonline advertisingmarket. We also explore remedies to these challenges.

There are a large number of advertising agencies operating in Australian Online Advertising Market. The top five holding companies including Saatchi & Saatchi Australia, The Works, 303 Mullen Lowe, BCM Group, ROICOMAU Growth Agency, Ogilvy Australia, dominated the market in terms of billings. These agencies compete on various parameters such as pricing of the services offered (average hourly rate), minimum project size, service portfolio, major clientele and flexibility. The supply side of the digital advertising market on the other hand is dominated by the duopoly of Google (including YouTube) and Facebook (including Instagram). Competitive Landscape By Medium:Due to the increasing penetration of smart phones and tablets in the country, mobile medium accounted for over ~% of the digital ad spend and received a greater share in the digital advertising expenditure in 2022P. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising more than desktop advertising. By Type of Advertising:Search advertising accounted for the highest share in the industry owing to the rise of keywords-based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more. Key Trends by Market Segment: Our report offers the challenges of advertising when a cost savings technology (that demands standard ad design) limits the ability of an ad format to grab user attention in Australianonline advertisingmarket. We also explore remedies to these challenges.

Social media presence plays an important role in Australia, with more than 90 percent of Australians between the ages of 12 to 55 years old claiming to have an account on a social networking site. This high figure applies to senior citizens as well: more than half the people above the age of 55 years have an account on a social networking platform.

Most used social media platform  

Australia has one the highest active social media penetration rates internationally, with most of the population holding an account on a social network platform. This is partially due to the country’s high internet penetration rate and heavy influence from the western world with regard to internet and social media trends. For a country of slightly more than 24 million people, it is estimated that more than 18 million citizens have an account on a social media. Furthermore, Facebook dominates the market with more than double the number of users compared to the second-placed platform Instagram.

Reasons for using social networking sites  

There are various reasons that Australians use social networking sites with the main reason being to catch up/keep in touch with family and friends. While this applies to all age groups, the younger generation have more reasons to stay engaged on social media while the elderly mainly uses social media solely for friends and family.

By Type of Advertising:Search advertising accounted for the highest share in the industry owing to the rise of keywords-based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more. Key Trends by Market Segment: Our report offers the challenges of advertising when a cost savings technology (that demands standard ad design) limits the ability of an ad format to grab user attention in Australianonline advertisingmarket. We also explore remedies to these challenges.

According toKen Researchestimates, theAustralia Online Advertising Market– which grew from approximately AUD ~ Bn in 2017 to approximately AUD ~ Bn in 2022P – is forecasted to grow further into AUD ~ Bn opportunity by 2027F, owing to the rising internet and smart phone penetration in the country as well as the rapid adoption of social media in the country among all age-groups. Market Overview: Its market segmentations include by Medium, by Types of Advertising, by Sectors/Industries, by Pricing Models, by Ad Buyers and more; growth enablers and drivers; challenges and bottlenecks; trends driving adoption trends; regulatory framework; end-user analysis, industry analysis, competitive landscape including competition scenario and market shares of major players. The report concludes with future market projections of each market segmentation and analyst recommendations. The report provides a comprehensive analysis of the potential of Online Advertising industry inAustralia. The report covers an overview and genesis of the industry, market size in terms of revenue generated.

The number of social media users in Australia was forecast to continuously increase between 2024 and 2029 by in total 2.1 million users (+8.55 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 26.68 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.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 social media users in countries like Fiji and New Zealand.

The ANZ (Australia and New Zealand) cloud computing market exhibits robust growth, mirroring the global trend. While precise ANZ-specific data isn't provided, extrapolating from the global CAGR of 22.42% and considering the region's strong digital adoption and economic development, we can project significant expansion. The $8.81 billion global market size in the specified year (assuming this is the 2025 value) suggests a substantial ANZ market share, likely in the hundreds of millions. Drivers such as increasing digital transformation initiatives by enterprises (particularly large enterprises and SMEs in sectors like BFSI, telecommunications, and government), rising demand for enhanced data security and scalability, and the increasing adoption of hybrid and multi-cloud strategies are key factors propelling this growth. The market is segmented by cloud deployment models (public, private, hybrid), organizational size, and industry verticals, with public cloud services (IaaS, PaaS, SaaS) experiencing the most rapid growth. Competitive dynamics are intense, with global giants like Microsoft, AWS, Google, and IBM alongside significant regional players vying for market share. While challenges exist such as data sovereignty concerns and cybersecurity risks, the overall trajectory points to sustained expansion in the coming years, fueled by ongoing technological advancements and evolving business needs. Growth is expected to be particularly strong in areas such as artificial intelligence, machine learning, and big data analytics within the cloud environment. The ANZ cloud computing market's growth trajectory is expected to remain positive throughout the forecast period (2025-2033). Sustained investment in digital infrastructure, government initiatives promoting cloud adoption, and the increasing maturity of cloud-native applications will contribute to this expansion. However, potential restraints include the need for skilled professionals, the complexities of managing multi-cloud environments, and the need for robust data privacy and security frameworks. Nonetheless, the long-term outlook remains optimistic, with significant opportunities for cloud providers and businesses alike to leverage the power of cloud technologies to achieve business objectives. We anticipate continuous innovation within cloud services, leading to further market segmentation and specialization in niche areas. This report provides a comprehensive analysis of the ANZ Cloud Computing Market, offering invaluable insights for businesses operating within or considering entry into this dynamic sector. Covering the period from 2019 to 2033, with a focus on 2025, this study meticulously examines market size, growth drivers, challenges, and future trends, enabling informed strategic decision-making. The report leverages a robust methodology, incorporating extensive primary and secondary research to deliver accurate and actionable intelligence. Recent developments include: August 2024: the TEAM Cloud platform announced that it would provide more than 100 Oracle Cloud Infrastructure (OCI) services. These services are designed to help New Zealand organizations comply with regulatory and data sovereignty mandates, ensuring sensitive data stays within the nation's borders. Consequently, this guarantees that all data is securely housed and safeguarded within New Zealand, bolstering both data residency and digital sovereignty.July 2024: Microsoft Corporation partnered with CCL, establishing Microsoft's first large-scale cloud in the upcoming New Zealand cloud region. As a result of this collaboration, CCL is expected to lead the large-scale migration of customers to Microsoft's North Cloud region in New Zealand.January 2024: Macquarie Cloud Services, in collaboration with Microsoft and Dell Technologies, unveiled "Macquarie Flex." This newly launched hybrid solution would use the power of Microsoft Azure Stack HCI (Hybrid Cloud Infrastructure) and Dell Technologies' APEX Cloud Platform for Microsoft Azure. The company also aims to offer workload flexibility, a unified management interface, a consistent user experience, round-the-clock mission-critical support, and continuous compliance across public, private, and hybrid cloud environments.. Key drivers for this market are: Growth of Cloud-Native Technologies, Rising Enterprise Demand for Cloud Services. Potential restraints include: Growth of Cloud-Native Technologies, Rising Enterprise Demand for Cloud Services. Notable trends are: Growing Demand of Hybrid Cloud in Australia and New Zealand.

The Advertising Agencies industry provides advertising services to clients across all types of media. The industry has been volatile in recent years, spurred by shrinking print and broadcast media demand and a challenging operating environment. Demand for advertising agency services slumped in response to negative business confidence and economic uncertainty, prompting many downstream businesses to tighten their marketing budgets. Advertising agencies are struggling despite clients spending more on online and digital advertising and a growing focus on customised online advertising based on user characteristics and website preferences and use. Intense price-based competition and mounting wage and purchase costs are subduing growth in profit margins. Overall, revenue is projected to inch downwards at an annualised 1.0% over the five years through 2024-25, to $3.7 billion. This includes an anticipated 0.5% hike in 2024-25, as a recovery in internet publishing and broadcasting and a hike in business profit support demand for advertising services. The ways that advertising agencies implement strategies for clients to reach their audiences are changing. Mass media advertising's high costs and the fragmentation of consumer media viewing habits are prompting some clients to expand their below-the-line advertising, like targeted email, SMS and direct mail campaigns. New forms of media, alongside changing media usage trends, are also affecting advertising agencies' operating conditions. Advertising firms are responding to these trends by transforming their traditional advertising strategies. Most major and middling advertising agencies are developing or acquiring complementary public relations, market research and analytics, digital advertising, and web development businesses. Advertising agencies are set to continue changing their services alongside ongoing media fragmentation over the coming years. Greater investment will be required to adjust to new mobile and online advertising trends. Revenue is forecast to grow an annualised 1.7% through the end of 2029-30 to an estimated $4.0 billion. This growth will be driven by increases in total business profit, positive business confidence and further digital advertising growth buttressing demand for advertising services.

Discover the latest market trends in Australia for television, video, and digital cameras as demand continues to rise. Get insights on the expected consumption trend over the next decade with forecasted growth rates and market volume and value projections.