The digital landscape is changing in Australia – where we are, and where we’re going
There’s no doubt that social media is now at the forefront of marketing, consumerism and everyday life. We’ve collated the most recent stats for Australia that reflect the surge of social media and internet usage in 2018.
At ROI, we like to step back every now and then to look at the bigger picture. We like to ask: how is the broader digital landscape changing? Here, we’ve put together a general summary of Internet usage in Australia.
As of January 2019, there were 21.74 million Internet users in Australia, constituting 87% of the Australian population. 93% of these internet users use the internet every day.
The number of internet subscribers (ISP subscriptions) is reaching market saturation levels, remaining relatively stable in recent years. However, Australians’ appetite for data is increasing exponentially.
Source: Australian Bureau of Statistics (https://www.abs.gov.au/ausstats/abs@.nsf/mf/8153.0/)
Internet users in Australia spend an average of 5.5 hours per day using internet services, including approximately 3 hours viewing streaming services and internet broadcasts, ~45 minutes streaming music, and ~1.5 hours using social media. Telstra’s Head of Fixed Products Jana Kotatko, said in 2018 that video streaming is the biggest driver of the changes in data use being observed.
Download volumes from mobile devices are growing particularly quickly. There was 40% growth in data downloaded from mobile devices from June 2017 to June 2018.
Social media is now an integral part of Australian society, with 18 million active users of social media websites (69% of the population) as of January 2019. Facebook is the most popular social media platform, with ~16 million monthly users of the website.
Facebook’s audience size remains relatively stable, while Instagram (owned by Facebook) is experiencing ~2% quarterly growth in audience size. Twitter and Snapchat are experiencing declining rates of audience growth.
The widespread adoption of smartphones and the growing prevalence of affordable mobile data plans means that mobile devices are likely to become an increasingly important factor in Australians’ internet consumption.
Source: Business Insider (https://www.businessinsider.com.au/the-massive-australian-mobile-industry-2013-9)
In a 2018 mobile consumer survey, Deloitte found that ~90% of Australians have direct access to a smartphone. This was more than 3 times the rate of smartphone access in 2008.
In 2009, only 0.7% of web traffic worldwide was generated through mobile phones. In 2017, mobile accounted for 50.3% of all web traffic generated worldwide. 50% of Australians check their email using mobile devices and close to 90% of social media users access social media via mobile. Research by BrightEdge indicates that 57% of all search traffic on Google now comes from mobile devices.
Google is another major factor in how Australians experience the Internet. Google is by far the most used search engine in Australia, holding a market share of 95% as of May 2019, followed by Bing with 3.5% and DuckDuckGo with 0.52%. 93% of online experiences begin with search engines and 75% of Google users never scroll past the first page of search results. Google’s ranking algorithm thus has a major impact on what websites Australians access, and is of great concern to Australian businesses.
The increased use of mobile search and the introduction of voice assistants like ‘Alexa’ and ‘Google Home’, has contributed to growing numbers of users searching Google with ‘voice search’. 20% of all Google mobile searches today are voice searches. Voice searches tend to be quite different from typed queries, as they often use more conversational expression. For example, 70% of searches on Google assistant use ’natural language’.
Gartner reports that by 2030, 30% of web browsing sessions will be done without a screen. The way that this new digital frontier will operate is so far unclear, though one can be sure that businesses and websites will rapidly begin adapting their services to facilitate direct dialogue with their customers.
The recent development of Google’s ’Duplex’ AI system, with the ability to conduct natural conversations, reflects Silicon Valley’s pivot toward utilizing human speech to effectively browse online.
Gartner also predicts that augmented reality (AR) will become an increasingly important component in E-commerce. AR software blurs the line between the real and digital worlds, allowing customers to better inspect products before they purchase them. The combination of advanced conversational AI and allowing digital customers to physically inspect products in 3-D space could spell the end for many brick and mortar retail businesses.
The opportunity and threat that new technology poses for traditional modes of business; Australian businesses should remain vigilant and maintain efforts to remain digitally relevant. We only need to reflect on how the Taxi industry transformed in such a short time
Digital marketing strategies are essential for conducting business in the 21st century. If you would like to have one of our expert team discuss how these trends are impacting your business, call us on 1300 650 274
 Global Web Index (https://www.globalwebindex.com/)
 Digital 2019: Australia Social Media Usage is Growing (https://wearesocial.com/au/blog/2019/02/digital-report-australia)
 Mobile Consumer Survey (https://www2.deloitte.com/au/mobile-consumer-survey)
 Search Engine Statistics 2018 (https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/)
 The Ultimate Guide to Email in Australia (https://litmus.com/blog/the-ultimate-guide-to-email-in-australia)
 Digital 2019: Australia Social Media Usage Is Growing (https://wearesocial.com/au/blog/2019/02/digital-report-australia)
 The Gap Between Mobile & Traditional Desktop Search Widens (https://www.brightedge.com/news/press-releases/gap-between-mobile-and-traditional-desktop-search-widens)
 How to Optimize Your SEO Results Through Content Creation (https://www.forbes.com/sites/ajagrawal/2017/08/30/how-to-optimize-your-seo-results-through-content-creation/#4b2e1c072aa3)
 Stats About Inbound Marketing That Will Make Your Jaw Drop (https://blog.hubspot.com/insiders/inbound-marketing-stats)
 Hello Google, tell me the key voice search stats for B2B (https://www.digitaldoughnut.com/articles/2019/february/hello-google-tell-me-the-key-voice-search-stats)
 Gartner Predicts a Virtual World of Exponential Change (https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/)