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

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

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne
  • Campaigns

NAB Launches Latest Take On “More than Money” Via TBWA\Melbourne

NAB, in partnership with TBWA\Melbourne and Mindshare, has unveiled its latest campaign dubbed “Wrangle Your Money”. The national campaign demonstrates how NAB is supporting and empowering customers to make better financial moves. As part of the “More Than Money” brand platform, the latest work comes at a pivotal time as the country continues to grapple […]

Activation Union Hires Bree Mankin As Managing Partner
  • Media

Activation Union Hires Bree Mankin As Managing Partner

Activation Union is thrilled to announce the appointment of Bree Mankin as Managing Partner. In this pivotal role, Bree will spearhead the agency’s growth initiatives and client strategy, leveraging her extensive experience and innovative approach in delivering exceptional results for her clients. With over two decades of experience in marketing and communications, Bree is a […]

Toyota Launches Integrated Electric Vehicle Campaign Via HERO
  • Campaigns

Toyota Launches Integrated Electric Vehicle Campaign Via HERO

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign. Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of […]

Canva Launches First Ever Podcast: Design Surfaces
  • Media

Canva Launches First Ever Podcast: Design Surfaces

Canva has announced its very first podcast: Design Surfaces. Covering all areas of design, from brand campaigns to UX flows, the podcast digs deep into the intricate parts of designers’ brains to unearth valuable insights, unique perspectives, and what makes them tick. The Design specialty at Canva is made up of some of the most […]

SBS Launches Development Fund To Find Australia’s Next Top Documentaries
  • Media

SBS Launches Development Fund To Find Australia’s Next Top Documentaries

SBS is searching for its most daring, unflinchingly fearless and boundary-smashing factual format yet, issuing a call out for impactful ideas for new documentary series unlike anything seen on Australian screens before, with up to $50,000 in development funding on offer. Announced this morning at the Australian International Documentary Conference (AIDC) in Melbourne, SBS is […]

Resolution Nabs Sarah Truong From PHD
  • Advertising

Resolution Nabs Sarah Truong From PHD

Full-service media agency Resolution has appointed Sarah Truong as head of investment to lead the agency’s investment product. Sarah joins from PHD where she was Group Investment Director for half a decade. With 14 years’ experience in the media industry including seven years at media agency, Carat, Sarah a proven track record for delivering results-driven […]

Brisbane Unveils Bold New Tourism Campaign
  • Campaigns

Brisbane Unveils Bold New Tourism Campaign

Brisbane Economic Development Agency (BEDA) has launched a new domestic tourism campaign, Brisbane Favours the Bold, this week, appealing to those who search for the unexpected to discover the new Brisbane. Created in partnership with VML and dentsu Queensland, the campaign aims to redefine perceptions of Queensland’s thriving capital, strengthen awareness of Brisbane’s leisure offering, […]

Elle Returns To Australia
  • Media

Elle Returns To Australia

Are Media, Australia’s leading omnichannel content company for women, today unveiled the keenly anticipated first issue of the new ELLE Australia magazine. The 244-page Bright Young Things issue – featuring actor Sophie Wilde on the cover – clearly stamps ELLE Australia as the fashion bible for smart, stylish Gen Z and millennial women who love […]

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations
  • Marketing

Potential Fallout For The Sydney Roosters In The Wake Of Racial Slur Allegations

The Sydney Roosters are facing a huge amount of fallout over allegations that Spencer Leniu made an on-field racial slur against Broncos player Ezra Mam in yesterday’s Las Vegas season opener. Mam filed an official complaint against Leniu after the Roosters prop allegedly called the Broncos five-eighth a “monkey” on the field. Leniu tried to […]

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024
  • Marketing

Nominate Your Marketing Heroines: ADMA Celebrates Women’s Achievements On International Women’s Day 2024

To celebrate International Women’s Day, The Association for Data-Driven Marketing and Advertising (ADMA), has launched a new initiative to honour and spotlight the dynamic women in the marketing sector across the country. Lead image: ADMA Website This year, as the world embraces the theme #InspireInclusion for International Women’s Day on March 8, ADMA is asking […]

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign
  • Campaigns

Nine.com.au & Drive Join Forces To Launch P-Plate Drive Safe Campaign

With the Easter break historically one of the busiest on our roads, Nine.com.au and Drive today launched a month-long campaign to raise awareness of the importance of defensive driver training courses. Too many young drivers are killed or injured on our roads each year. Younger drivers are the most overrepresented group in this tragic statistic, […]