In Australia in 2022, more than **** of TikTok's users were aged under 24; for users aged between 18 and 24, ***** percent were female, and 11.82 percent were male. For younger users aged between 13 and 17, ***** percent were female and **** percent were male.

In 2020, Generation Z TikTok users numbered a total of **** million people in Australia. Generation Z was the largest generational userbase, followed by Generation Alpha with almost *** thousand TikTok users.

As of October 2025, **** percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed **** percent of the platform's audience. The online audience of the popular social video platform was further composed of **** percent of female users aged between 25 and 34 years and **** percent of male users in the same age group.

In 2025, TikTok was the most popular social media app in Australia, based on average time spent, with users dedicating ** hours and ** minutes per month to the platform. On second place came YouTube with ** hours and ** minutes spent on usage, and Facebook, at ** hours and ** minutes.

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 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 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 Australia in 2020, TikTok influencers with *** to **** thousand followers accounted for **** percent of the total number of influencer accounts. Comparatively, **** percent of influencer accounts on the platform had more than a million followers.

Females and males aged 25 to 34 constituted the largest share of active Facebook users in Australia as of October 2024. Both females and males in that age bracket made up approximately 12.8 percent. Facebook: the world’s favorite online hangout Facebook continues to rank as the world’s most popular social network. With just over three 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 134 billion dollars in revenue, a figure which 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 three 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 25 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.

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.

As of October 2025, Indonesia was the country with the largest TikTok advertising reach, with ****** million users engaging with the popular social video platform. The United States followed, with ****** million TikTok users. Brazil came in third, with ****** million users on TikTok watching short videos. From Reels to Shorts: Social short video takes the internet Between 2021 and 2022, some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached *** billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods, such as live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2025, ByteDance was estimated to have generated around **** billion U.S. dollars worldwide via online advertising.

In Australia in 2020, the most successful TikTok influencer by number of likes was caleb.finn, with a total of ***** million likes. Elsewhere, bijju3210 had ***** million likes and mochapom had **** million likes.

In Australia in 2020, the most successful TikTok influencer by engagement rate was mochapom, with an engagement rate of **** percent. Elsewhere, caleb.finn had an engagement rate of ** percent.

In 2024, around ***** percent of Instagram users in Australia were females and aged between 25 and 34. Similarly, around ** percent of Instagram users in Australia were males and aged between 25 and 34.

In 2022, users worldwide spent approximately ** percent more hours per month using the popular social video app TikTok when compared to 2021. TikTok users in ********* spent around ** percent more time on the app, while TikTok usage in Australia grew by approximately ** percent. TikTok users in the United States interacted with the video app around **** percent more per month in 2022.

According to a late-2024 survey conducted among Australian adults regarding the social media ban for under-16s passed by the Federal Parliament in December 2024, more than ** percent of adults in each age cohort were supportive of the ban. Those aged 55 and over were particularly in favor of the social media ban, at over ** percent of respondents in this age category. In comparison, respondents aged 18 to 34 years were relatively supportive, but less so than other age groups. Australia’s social media ban for under-16s In December 2024, Australia’s parliament passed its social media ban for children and young teenagers, establishing a mandatory minimum age of 16 for social media access, hoping to safeguard the country’s youth from exposure to distressing content, online harassment, and negative mental health impacts. The ban is set to take effect by December 2025, spanning many popular social networking sites, including Facebook, Instagram, TikTok, Snapchat, Reddit, and X (formerly Twitter). Australia’s adult population has been largely supportive of the regulations and the introduction of stronger civil penalties on social media providers failing to comply. However, several major social media platforms have criticized the measures, especially due to YouTube’s exemption, with its rivals saying it creates an unfair, less competitive playing field by granting Google preferential treatment. YouTube dodges ban while competitors required to roll out age-assurance measures In a 2024 survey, YouTube came out on top as the most popular social media network among Australia’s pre-teens and young teenagers. The platform has been initially exempted from the regulations due to aspects including its educational value, parental supervision functions, and its core business model as an online video streaming service. Nevertheless, YouTube is still expected to take responsibility for protecting its young community. On the other hand, major platforms included in the ban are faced with introducing age-verification measures to ensure that users under 16 are unable to create or maintain existing profiles. Yet, historically, minimum age requirements have proved difficult to enforce due to a lack of age-checking infrastructure and young people accessing services via other methods, including using a parent or caregiver’s account, providing a false age, or viewing account-free accessible content.

The variety stores segment was the most popular online shopping segment among Australia's Gen Z shoppers in 2023, with around 25.5 percent of this generational cohort's online spending in this segment. Fashion and apparel and home and garden e-commerce were Zoomers' next most prevalent categories for online spending. Total online spending on goods by Gen Z in Australia came to over 10.5 billion Australian dollars in 2023.

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about **** percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about *** percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.