Digital in Australia: Time Spent Online Has Increased By 10% Year-On-Year

Digital in Australia: Time Spent Online Has Increased By 10% Year-On-Year
SHARE
THIS



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

Please login with linkedin to comment

hootsuite We Are Social

Latest News

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

IKEA Festival Set To Launch In Sydney And Online
  • Marketing

IKEA Festival Set To Launch In Sydney And Online

The IKEA Festival, a global celebration of life at home taking place from 26 August – 10 September 2022, will showcase creativity and inventiveness at home, from around the world. Built on the theme ‘From Dreaming to Doing’, the festival, which takes place both online and in every IKEA store in Australia, aims to inspire […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]

YouTube Foodie How To Cook That Joins Jellysmack Creator Program
  • Media

YouTube Foodie How To Cook That Joins Jellysmack Creator Program

Global content creator company Jellysmack today announced the signing one of Australia’s top food creators, Ann Reardon (pictured) from How to Cook That, to its Creator Program. Food is one of Jellysmack’s most popular content verticals and its 100 culinary creator partners generated 20 billion views globally last year. This year alone, Jellysmack has added […]

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue
  • Media

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue

Shareholders are advised that the Board of Seven West Media has approved an on-market buyback of up to 10 per cent of shares on issue. The on-market share buyback program will be conducted on an opportunistic basis over the coming 12 months. The news follows the release of SWM’s end-of-year numbers this morning. Read all […]

New York, June 22, 2016: The BuzzFeed sign at the company headquarters.
  • Advertising
  • Media

Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond

BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
  • Media

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis

News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]