B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Aussies Spent 30% More Time On Social Media During The Pandemic
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Aussies Spent 30% More Time On Social Media During The Pandemic
Media

Aussies Spent 30% More Time On Social Media During The Pandemic

Coreena Spanos
Published on: 8th October 2020 at 11:27 AM
Coreena Spanos
Share
3 Min Read
BANGKOK, THAILAND- June 26, 2019: Social media app, mobile multi-channel, cross-channel internet online application for people digital lifestyle with logo on iPhone X and ipad pro touchscreen
SHARE

The average time spent on social media has grown by 30 per cent throughout the COVID-19 crisis; that’s according to a recent Social Media Census conducted by L&A Social, Australia’s leading independent social media agency, in collaboration with global data and insights company, Pureprofile.

The Census, which surveyed more than 1,600 people on their social media consumption patterns pre- and during COVID-19, also found that the increase in usage aligned with connectedness and community, with 60 per cent of people claiming to feel connected to friends, family and groups through the power of social media.

Founder and CEO of L&A Social, Gina Lednyak, said that while it’s no surprise that we’ve become more active online, the Census helps paint a picture of exactly how social media has supported Australians (in more ways than one) through such a challenging time.

“Traditionally, an increase in social media usage may have been viewed as a negative, but we’re actually seeing that 64 per cent of Australians are happy with the amount of time they’re spending online,” Lednyak said.

“This presents a huge opportunity for brands who are able to reach more people now than ever before – at nearly all times of the day – and hold a much larger share of voice online.”

Pureprofile CEO Martin Filz, said the insights found in the Census around Australia’s relationship with social media can be used by organisations to re-align themselves towards the new reality of 2020 and beyond.

“The increase in usage, coupled with the shift towards eCommerce, means that the commercial impetus for brands and businesses to understand consumer behaviour across social platforms has certainly become more critical.”

From a business perspective, the Census notably found that:

  • Nearly 1 in 2 Australians used social media to make a purchase in the past six months, with the average spend per purchase over the last 12 months sitting at $245
  • In an average week, Australians report spending 9 hours on Instagram, nearly 10 hours on Facebook, and more than 10.5 hours on Youtube
  • Australians follow an average of 14 brands on social, with the main reasons being for promotions and discounts (53 per cent) and brand or product updates (47 per cent)
  • Quality content (75 per cent), aligned values (66 per cent) and entertainment (62 per cent) are what matter most to users when following a brand on social
  • 43 per cent of Australians consume a majority of their news via social media, with 25-34 year olds more likely to do so over any other age group
  • Health and wellness products have seen an 11 per cent increase in purchases from January to June 2020

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Social Media
Share

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?