New data from Roy Morgan shows Facebook and YouTube have a commanding lead when it comes to social media use in Australia.
Facebook, which is now used by 84 per cent of Australians, and YouTube, used by 76 per cent, are the two leading platforms across all ages.
However, segmented data shows lesser known platforms TikTok and Pinterest have a large following in certain age groups.
Clearly Social Networks like Facebook and YouTube, which are used by 84 per cent and 76 per cent of Australians respectively, are key channels Governments must use. However, there are other Australians who are more effectively reached through platforms such as Pinterest, Instagram and TikTok,” said Roy Morgan CEO Michele Levine.
“Pinterest is now used by over 7.2 million Australians. Its reach is strong across all generations, but among Australians aged 60 and above it is the third most popular Social Network for both Baby Boomers and Pre-Boomers. These age groups are at the biggest risk from COVID-19, with 98 per cent of the Australians who have died so far from COVID-19 being 60 or older.
“Gen X, Millennials and Gen Z are at a much lower risk from COVID-19 themselves but they can pass on the virus to more vulnerable members of society without even realising it. The high usage of Instagram amongst these generations makes it an ideal channel to reach younger Australians who may feel tempted to flout current restrictions because COVID-19 is an ‘old person’s disease’.”
Pinterest is the third most popular Social Network for both Pre-Boomers (used by 20 per cent) and Baby Boomers (32 per cent) while Instagram is the third most popular choice for Gen X (40 per cent), Millennials (61 per cent), Gen Z (69 per cent) and Generation Alpha (19 per cent).
TikTok is also proving popular, particularly among younger generations.
Of the 1.6 million Australians on TikTok, two-thirds are under the age of 25.