Australian Internet and Social Media Statistics – 2017 Usage Data

The digital world is always evolving, so what do the very latest numbers tell us?

Social media now dominates marketing, consumerism and general lifestyle, and we’ve collated the most recent internet usage stats for Australia that reflect just this.

The Australian Bureau of Statistics reported that there were around 13.5 million internet subscribers at the beginning of 2017 – a 4.7% increase on the previous year. In addition, Sensis finds that 87% of Australians access the internet daily with averages showing that each spends 10 hours a day on an internet connected device.

The most important data for business is where Australians are spending this browsing time, and social media blows all other channels out of the water. 17 million Australians are active Facebook users out of a total population of 24.4 million; a staggering statistic that shows just how much the changes in the way in which we receive information continue to accelerate.

Facebook is therefore leading the way, but other popular social platforms are putting up similarly impressive numbers with 5 million Aussies using Instagram, 4 million signed up to LinkedIn, the same number using Snapchat, 3 million on Twitter and a total of 15 million unique Australian visitors to YouTube.

Mobile Internet vs Desktop Internet Usage – 2017 Statistic

Device specific data shows the split with desktop responsible for 59.56% of usage and mobile, 40.44%. This should be considered in all social media marketing strategy, as the mobile proportion only promises to grow. All campaigns, content and posts should be optimised for mobile feeds and displays. If they’re not you’re disengaging almost half of your potential audience immediately.

Sensis’ report gives a great insight into a huge gap in social media that shows businesses failing to capitalise on a prominent digital presence. 52% of small businesses, 46% of medium businesses and 21% of large businesses have no social media presence. On top of this, of those that do 80% of small businesses, 73% of medium businesses and 39% of large businesses are failing to use paid social media advertising. These figures show a stark contrast to those that display the vast frequency and time that individuals are now spending online, and therefore an incredibly large audience and opportunity missed.

The statistics show us, not a surge in social and internet usage, as this has long been the case, but more a reminder that digital is king and social media is it’s kingdom. Australian businesses simply have to compete, promote and engage online to grow their customer base and empower their audience to, in turn, grow their own brand.

As proactive and energetic as they are insightful and date-driven, our Social Media team creates a social strategy that reflects the unique aims, culture and selling points of your business. Our specialists work with you to develop comprehensive campaigns that deliver powerful messages to precisely tailored audiences. Results are then measured through sales, not follower counts or shares. Find out more about what we can do for you here.

Statistics sourced from:


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