Digital in Australia: Time Spent Online Has Increased By 10% Year-On-Year
Australians spend an average of 32 minutes longer on the internet per day today compared to a year ago, according to Digital 2021: Australia – a report released today by socially-led creative agency We Are Social and Hootsuite, the global leader in social media management, covering digital, social and mobile use in our country.
The report shows that daily time spent on the internet has increased from 5 hours 41 minutes to 6 hours 13 minutes in the past year, or close to 40% of their waking hours using the internet.
Social media, now at 1 hour 46 minutes per day, accounts for roughly one-third of the time spent online, making it the second most popular media activity for Australians after watching television. The report shows that YouTube, Facebook, Facebook Messenger and Instagram are still Australia’s most popular social platforms for internet users aged 16-64, but newer platforms are climbing the rankings.
Over the past year, TikTok has seen its usage almost triple amongst internet users aged 16-64, jumping from 8% to 23.6%. It has also become one of Australia’s top mobile activities, with Android users spending an average of almost 17 hours per month using the app. TikTok was the second most downloaded mobile app in Australia last year, after Zoom.
Social media is also driving change in search behavior. 98% of Australian internet users aged 16-64 still use a conventional search engine, but 35% now turn to social media to search for brand information.
While overall digital ad spend only grew by 1% across the board, there was a 2% increase in social ad spend during 2020, with total investment in Australia reaching almost USD 2 billion (which equates to AUD 2.51 billion at today’s exchange rate).
The report also shows that Australians are prolific gamers, with 3 in 4 internet users aged 16-64 playing video games for an average of nearly one hour per day. Mobile takes the crown as the preferred gaming device, with more than half of Australian internet users aged 16-64 playing games on smartphones (51%), compared with 23% on tablets, 32% on games consoles and 35% on laptops or desktops.
The three most downloaded mobile games in Australia in 2020 were Among Us!, Roblox, and Fishdom: Deep Dive. When ranked by active users, Among Us! comes first again, followed by Pokémon Go and Roblox, with the latter also taking the second spot in the ranking of mobile gaming apps by consumer spend.
Suzie Shaw, managing director at We Are Social Sydney, commented: “Even though the lockdown period in Australia was shorter than in most other countries, this report shows how much of an impact COVID-19 had on our digital life and the way we socialise, get our entertainment fix, and shop, among many other things.
New social platforms, like TikTok, are growing exponentially, and social gaming is proving to be a prominent presence in the digital diet of most Australians, representing a unique and broadly untapped opportunity for many brands. It’s never been more important for marketers to understand online and social media cultures in order to reach and engage people in a meaningful way.”
Henk Campher, VP of corporate marketing at Hootsuite, said: “The Digital 2021: Australia report demonstrates the incredible digital and social media shifts that have typified nations throughout the world over the past twelve months.
Australians’ embrace of online shopping and retail spending is a trend that continues to emerge, with more than 3 in 4 Aussie internet users aged 16 to 64 revealing they bought something online in the past month and 28% sharing they discover brands through ads on social media.
On the social side, 4 in 5 Australians are now active on social, spending an average of 1 hour and 46 minutes on social per day, with YouTube (78.2%) leading Australians’ use of social media platforms on a monthly basis, ahead of Facebook (77.7%), Facebook Messenger (65.4%), Instagram (55.3%) and WhatsApp (38.8%).
Interestingly, while almost all Australians (98%) use a conventional search engine and close to 35% use social media to search for brand information, only 63.9% of Aussie internet users are concerned about how companies are using their data, with 36% using ad-blocking tools in the past month.
So what can brands make of all these trends and data? Australians are turning to social for brand information and brand discovery (particularly through ads on social) as part of their daily social habits, with this increased time and engagement on social leading to more open wallets and purchasing decisions.”
To view and download the free report go to: https://wearesocial.com/au/digital-2021-australia
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.