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Reading: Facebook And YouTube Top Social Media Rankings, With Pinterest And TikTok Attracting Young Users
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B&T > Technology > Facebook And YouTube Top Social Media Rankings, With Pinterest And TikTok Attracting Young Users
Technology

Facebook And YouTube Top Social Media Rankings, With Pinterest And TikTok Attracting Young Users

Staff Writers
Published on: 17th April 2020 at 11:02 AM
Staff Writers
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Berlin, Germany - 05 28 2016: Apple iPhone 6s screen with social media applications Facebook, Instagram, Twitter, Google, Youtube, Snapchat, Vimeo, LinkedIn, Pinterest, WhatsApp etc.
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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.

 

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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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