机构研究报告-Social media in Australia-外文版培训课件

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TRENDSSocialmediainAustraliaCHAPTER

01NationalandregionaloverviewSocialmediapenetrationrateintheAsia-PacificregionasofJanuary2024,bycountrySocialmediapenetrationrateAPAC2024,bycountrySocialmediapenetrationrate40%

50%0%10%20%30%60%70%80%90%100%SouthKoreaHongKongSingaporeMalaysiaTaiwan93.4%86.2%85%83.1%80.2%NewZealandAustraliaJapan78.7%78.3%78.1%ChinaPhilippinesVietnam74.2%73.4%73.3%MongoliaMaldives72%69.9%3Description:AsofJanuary2024,SouthKoreahadthehighestsocialmediapenetrationrateintheAsia-Pacificregion,at93.4percent.ThiswasfollowedcloselybyHongKongwith86.2percent.Incomparison,Afghanistanhadasocialmediapenetrationrateof8.6percentthatyear.SocialmediainAPACWhileTaiwan,Singapore,andMalaysiahaverelativelyhighsocialmediapenetrationrates,thenumberofmonthlyactivemobilesocialmediausersintheAsia-Pacificregionpaintaverydifferentpicture.[...]

ReadmoreNote(s):Asia,APAC;January2024Source(s):DataReportal;Meltwater;Varioussources(U.N.,Governmentauthorities,GSMAIntelligence,ITU,Eurostat,CNNIC,Kantar&IAMAI,PlatformResources,OCDH,BetaResearchCenter,KepiosAnalysis);WeAreSocialNumberofsocialmediauseraccountsintheAsia-PacificregionasofJanuary2024,bycountryorterritory(inmillions)NumberofsocialmediauseraccountsAPAC2024,bycountryNumberofuseraccountsinmillions02004006008001,0001,200ChinaIndia1,060462IndonesiaJapan13996PhilippinesVietnamPakistanBangladeshThailandSouthKoreaMalaysiaAustraliaTaiwan86.7572.771.752.949.148.3428.6820.819.24Description:Chinesecitizensdisplayedastrongonlinepresence,havingapproximately1.06billionsocialmediauseraccountsasofJanuary2024.OtherAsia-PacificcountriesandregionsappearedtotrailbehindChinaintermsoftheirsocialmediaactivity.IndiaandIndonesia,thesecondandthirdrankingcountriesforsocialmedia,had462and139millionsocialmediauseraccountsrespectively.LeadingplatformsFacebookreignsworldwideandintheAsia-Pacificregionasthemost-usedsocialmedia[...]

ReadmoreNote(s):Asia,APAC;January2024Source(s):DataReportal;Meltwater;Varioussources(U.N.,Governmentauthorities,GSMAIntelligence,ITU,Eurostat,CNNIC,Kantar&IAMAI,PlatformResources,OCDH,BetaResearchCenter,KepiosAnalysis);WeAreSocialMostusedwebsitesandonlineservicesbytypeinAustraliaasofDecember2024MostusedwebsitesandonlineservicesbytypeinAustralia2024Shareofrespondents20%

30%0%10%40%50%60%70%66%SocialmediawebsitesandappsVideowebsitesandapps(e.g.,YouTube)Onlinestores61%59%CompanywebsitesandappsNewswebsitesandappsBlogs40%35%15%13%NewslettersNoneoftheabove5%5Description:66percentofAustralianrespondentsansweroursurveyon"Mostusedwebsitesandonlineservicesbytype"with"Socialmediawebsitesandapps".Thesurveywasconductedin2024,among2,029consumers.

ReadmoreNote(s):Australia;JanuarytoDecember2024;2029respondents;18-64yearsSource(s):StatistaConsumerInsightsNumberofinternetusersinAustraliafrom2014to2029(inmillions)InternetusersinAustralia2014-20293027.427.1626.9226.6826.4325.8125.124.3824.125201510523.7523.1721.8920.6320.319.4318.92020142015201620172018201920202021202220232024202520262027202820296Description:ThenumberofinternetusersinAustraliawasforecasttocontinuouslyincreasebetween2024and2029byintotal1.6millionusers(+6.2percent).Afterthefifteenthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach27.4millionusersandthereforeanewpeakin2029.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Australia;2014to2029;allvaluesareestimatesSource(s):StatistaDistributionofinternettrafficinAustraliaasofFebruary2023,bydeviceDistributionofinternettrafficinAustralia2023,bydeviceShareofinternettraffic0%10%20%30%40%50%60%LaptopsanddesktopsMobilephonesTablets53.27%42.58%4.12%Otherdevices

0.03%7Description:AsofFebruary2023,mobilephonesmadeupabout42percentofallinternettrafficaccessedinAustralia.Laptopsanddesktopsarebecomingincreasinglypopularforaccessingtheinternet,andexceededtheshareofwebpagesaccessedwithmobilephones.ReadmoreNote(s):Australia;February2023Source(s):DataReportal;Hootsuite;StatCounter;WeAreSocialCHAPTER

02FacebookNumberofFacebookusersinAustraliafrom2019to2028(inmillions)FacebookusersinAustralia2019-20282017.717.331816141210816.8816.1515.815.0914.714.3113.9613.62642020192020202120222023202420252026202720289Description:ThenumberofFacebookusersinAustraliawasforecasttocontinuouslydecreasebetween2024and2028byintotal1.5millionusers(-9.94percent).Aftertheeighthconsecutivedecreasingyear,theFacebookuserbaseisestimatedtoreach13.62millionusersandthereforeanewminimumin2028.ReadmoreNote(s):Australia;2019to2028;allvaluesareestimatesSource(s):StatistaDistributionofFacebookusersinAustraliaasofOctober2024,byagegroupandgenderDistributionofFacebookusersinAustralia2024,byageandgenderMaleFemale14%12.8%12.8%12%10%8%10.1%10.1%9.3%9.3%7.5%6.6%6.2%5.7%6%4.8%4.8%4%2%0%13-17*18-2425-3435-4445-5455-6465andolder10Description:Femalesandmalesaged25to34constitutedthelargestshareofactiveFacebookusersinAustraliaasofOctober2024.Bothfemalesandmalesinthatagebracketmadeupapproximately12.8percent.

ReadmoreNote(s):Australia,AustraliaandOceania;October2024;13yearsandolder;*lessthan1000forthiscategory.ReadmoreSource(s):NapoleonCatMonthlyFacebookappdownloadsinAustraliafromJanuary2018toJanuary2024(in1,000s)FacebookappmonthlydownloadsinAustralia2018-20244003503002502001501005011Description:InJanuary2024,around153.09thousanddownloadsoftheFacebookappwerereportedinAustraliaaccordingtoAppMagic.ThehighestnumberofdownloadswasrecordedinJuly2018inthatperiod.

ReadmoreNote(s):Australia;January2018toJanuary2024Source(s):AppMagicFacebookMessengerappmonthlydownloadsinNewZealandfromJanuary2019toJanuary2024FacebookMessengerappmonthlydownloadsinNewZealand2019-2024135,000116,442115,00095,00075,00055,00035,00015,00088,43584,04077,30674,05667,53165,17065,49456,73755,37354,99254,60252,67946,89445,46340,87339,32135,80435,12030,26328,52912Description:InJanuary2024,AppMagicreportedarecordlownumberofFacebookMessengerapplicationdownloadsinNewZealand,withonlyaround45thousand.Meanwhile,thenumberofinstallationsinJanuary2019crossed120thousand.Thefiguresthenreceded,androcketedaroundthesecondquarterof2020,hikingtoalmost183thousandinMay2020,beforediminishingagaintowardstheendoftheperiod.ReadmoreNote(s):NewZealand;January2019toJanuary2024Source(s):AppMagicCHAPTER

03InstagramNumberofInstagramusersinAustraliafrom2019to2028(inmillions)InstagramusersinAustralia2019-20281211.3311.211.2410.7610.2910.269.861089.569.259.276420201920202021202220232024202520262027202814Description:ThenumberofInstagramusersinAustraliawasforecasttocontinuouslydecreasebetween2024and2028byintotal1.5millionusers(-13.94percent).Accordingtothisforecast,in2028,theInstagramuserbasewillhavedecreasedforthesixthconsecutiveyearto9.27millionusers.ReadmoreNote(s):Australia;2019to2028;allvaluesareestimatesSource(s):StatistaDistributionofInstagramusersinAustraliain2024,byageandgenderShareofInstagramusersinAustraliain2024,byageandgenderFemale21%Male30%25%20%15%10%5%24.8%21.3%12.6%6%5.3%3.7%2.2%1.5%1.1%0.2%0.2%0%13-1718-2425-3435-4445-5455-6415Description:In2024,around24.08percentofInstagramusersinAustraliawerefemalesandagedbetween25and34.Similarly,around21percentofInstagramusersinAustraliaweremalesandagedbetween25and34.

ReadmoreNote(s):Australia;2024Source(s):HypeAuditorMonthlyInstagramappdownloadsinAustraliafromJanuary2018toJanuary2024(in1,000s)InstagramappmonthlydownloadsinAustralia2018-20244504003503002502001501005016Description:InJanuary2024,around153.73thousanddownloadsoftheInstagramappwerereportedinAustraliaaccordingtoAppMagic.ThehighestnumberofdownloadswasrecordedinDecember2019inthatperiod.

ReadmoreNote(s):Australia;January2018toJanuary2024Source(s):AppMagicMostpopularInstagramaccountsinAustraliain2024(inmillions)MostpopularInstagramaccountsinAustralia2024NumberofInstagramfollowersinmillions01234567891011katherinelangfordflaminia_romanikyrieirving9.92.11.71.51.41.2benjamin_hennockandyhearndenfabricio_pereira1robertirwinphotographyhimynameispriyamaiamitchell1.21.21.1davidwarner31117Description:InAustralia,themostpopularInstagramaccountin2024wasofkatherinelangfordwhogainedjustunder10millionfollowersin2023,Thenextmostpopularaccount,flaminia_romani,gainedjustovertwomillion.ReadmoreNote(s):Australia;2024Source(s):HypeAuditorDistributionofInstagraminfluencersinAustraliain2024,bycategoryShareofInstagraminfluencersinAustralia2024,bycategoryShareofInstagraminfluencers0%2%4%6%8%10%12%LifestyleMusic10.2%8.31%Beauty5.88%Photography5.66%5.14%FamilyFitnessandgymTravel3.64%2.95%2.49%2.46%Humor,funandhappinessCinemaandactors/actresses18/statistics/1248994/australia-distribution-of-instagram-influencers-by-categoryJustoverpercentofAustralianinfluencersonInstagramwerecategorizedaslifestyleinfluencersin2024.Thiscategorywasthelargestcategorysegment,followedbymusicandbeautywithandeightpercentandfivepercentsharerespectively.

ReadmoreNote(s):Australia;2024Source(s):HypeAuditorAverageyearlygrowthofInstagramtopicsinAustraliain2024AverageyearlygrowthofInstagramtopicsinAustralia2024Averageyearlygrowth0.0%Extremesportsandoutdooractivities0.5%1.0%1.5%2.0%2.5%3.0%3.5%4.0%3.7%RacingBallsports3.5%3.4%CarsandmotorbikesWintersports3%2.9%2.8%2.7%WatersportsArtistsMusic2.4%2.3%ComicsandsketchesNatureandlandscapes2.1%19Description:InAustralia,thetopicofextremesportsandoutdooractivitiesonInstagramgrewby3.7percentin2023.Racinggrewby3.5percent,andsportsplayedwithaballby3.4percent.

ReadmoreNote(s):Australia;2024Source(s):HypeAuditorCHAPTER

04OtherplatformsNumberofusersofTwitterinAustralia2019-2028(inmillions)NumberofusersofTwitterinAustralia2019-20284.54.094.074.084.024.044.054.063.993.953.914.03.53.02.52.01.51.00.50.0201920202021202220232024202520262027202821Description:Thereachbysocialnetworkinthe'Twitter'segmentofthedigitaladvertisingmarketinAustraliawasforecasttocontinuouslyincreasebetween2023and2028byintotal0.1millionusers(+2.49percent).Accordingtothisforecast,in2028,theindicatorwillhaveincreasedfortheeighthconsecutiveyearto4.08millionusers.ReadmoreNote(s):Australia;2019to2028;monthlyactiveusersSource(s):Statista;StatistaDigitalMarketInsightsNumberofYouTubeusersinAustraliafrom2020to2029(inmillions)YouTubeusersinAustralia2020-20291815.8115.6115.6915.4815.5116141210815.3415.2615.4215.414.886420202020212022202320242025202620272028202922Description:ThenumberofYoutubeusersinAustraliawasforecasttocontinuouslyincreasebetween2024and2029byintotal0.4millionusers(+2.6percent).Afterthefifthconsecutiveincreasingyear,theYoutubeuserbaseisestimatedtoreach15.81millionusersandthereforeanewpeakin2029.ReadmoreNote(s):Australia;2020to2029;allvaluesareestimatesSource(s):StatistaNumberofSnapchatusersinAustraliafrom2019to2028(inmillions)SnapchatusersinAustralia2019-202897.748765432107.67.677.537.467.387.176.946.745.54201920202021202220232024202520262027202823Description:ThenumberofsnapchatusersinAustraliawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3millionusers(+4.02percent).Aftertheninthconsecutiveincreasingyear,thesnapchatuserbaseisestimatedtoreach7.74millionusersandthereforeanewpeakin2028.Notably,thenumberofsnapchatusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Australia;2019to2028;allvaluesareestimatesSource(s):StatistaNumberofLinkedInusersinAustraliafrom2019to2028(inmillions)NumberofLinkedInusersinAustralia2019-20281613.8913.7713.6413.51141210813.3813.2412.8212.2711.64116420201920202021202220232024202520262027202824Description:ThenumberofLinkedInusersinAustraliawasforecasttocontinuouslyincreasebetween2024and2028byintotal0.5millionusers(+3.74percent).Aftertheninthconsecutiveincreasingyear,theLinkedInuserbaseisestimatedtoreach13.89millionusersandthereforeanewpeakin2028.Notably,thenumberofLinkedInusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Australia;2019to2028;allvaluesareestimatesSource(s):StatistaCHAPTER

05UsageanddemographicsTimespentusingsocialmediaappsinAustraliain2024TimespentusingsocialmediaappsAustralia2024Timespentonlineinhours.minutes051015202530354045TiktokYoutube42.1321.3620.15FacebookSnapchat17.02InstagramLine11.468.39FacebookMessengerWhatsappX(Twitter)Telegram4.432.562.312.25Pinterest1.461.06Linkedin26Description:In2024,TikTokwasthemostpopularsocialmediaappinAustralia,basedonaveragetimespent,withusersdedicating42hoursand13minutespermonthtotheplatform.ThisfigurewasnearlydoublethetimespentonYouTube,whichwas21hoursand36minutes,andFacebook,at20hoursand15minutes.ReadmoreNote(s):Australia,APAC;2024;16-64yearsSource(s):GWI;Meltwater;WeAreSocialMostcommonsocialmediaactivitiesinAustraliaasofDecember2024MostcommonsocialmediaactivitiesinAustralia2024Shareofrespondents0%10%20%30%40%50%60%60%SentprivatemessagesLikedpostsbyotherusersorfollowedpeopleCommentedonposts53%49%Postedpictures/videos/texts/statusupdatesLikedpostsbyinfluencers/contentcreatorsorfollowedinfluencers/content…Sharedpostsbyotherusers39%35%33%30%LikedcompanypostsorfollowedcompaniesSharedpostsbyinfluencers/contentcreatorsSharedcompanyposts21%15%IhaveonlyusedsocialmediapassivelyIhaven'tusedsocialmedia8%5%3%Other27Description:"Sentprivatemessages"and"Likedpostsbyotherusersorfollowedpeople"arethetoptwoanswersamongAustralianconsumersinoursurveyonthesubjectof"Mostcommonsocialmediaactivities".

ReadmoreNote(s):Australia;JanuarytoDecember2024;12145respondents;18-64yearsSource(s):StatistaConsumerInsightsFavouritesocialmediaplatformsinAustraliain2024FavouritesocialmediaplatformsAustralia2024Shareofusers0%5%10%15%20%25%30%FacebookInstagram24.2%19%Tiktok12%FacebookMessengerWhatsapp8.8%6.5%Snapchat3.7%3.3%ImessageReddit3.1%3.1%X(Twitter)Pinterest2.3%28Description:InAustraliain2024,Facebookwasthemostpopularplatform,with24.2percentofusersexpressingapreferenceforit.Instagramfollowedclosely,with19percentofusersfavoringit.

ReadmoreNote(s):Australia,APAC;2024;16-64yearsSource(s):GWI;Meltwater;WeAreSocialMainreasonsforusingsocialmediainAustraliain2024MainreasonsforusingsocialmediaAustralia2024Shareofusers0%10%20%30%40%50%60%70%KeepingintouchwithfriendsandfamilyFillingsparetime59%44.4%Findingcontent(e.g.articles,videos)FindinginspirationforthingstodoandbuyReadingnewsstories28.6%26.7%26.3%25.5%Seeingwhat'sbeingtalkedaboutFindinglike-mindedcommunititesandinterestgroupsPostingaboutyourlife22%21.8%FindingproductstopurchaseSeeingcontentfromyourfavouritebrandsWatchingorfollowingsports19.3%19.3%17.6%Avoidingmissingoutonthings(FOMO)SharinganddiscussingopinionswithothersWarchinglivestreams17.1%16.8%16.5%Followingcelebritiesorinfluencers14.7%29Description:InAustraliain2024,theprimaryreasonAustraliansusedsocialmediaplatformswastokeepin