Facebook And YouTube Top Social Media Rankings, With Pinterest And TikTok Attracting Young Users
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.
Latest News
Google Has “No Real Choice” But To Disable Search In Australia If Media Code Legislation Is Passed
If Google turns off search in Australia, B&T can no longer guarantee outright plagiarism of other media sites.
Cannes Lions Jury Has Highest Representation Of Women In Festival’s History
In arguably bad news for ladder, chainsaw and ute ads, Cannes now boasts it's biggest number of female judges.
Bush Heritage Honours Heroes Of Bush Conservation In Latest Campaign
Here's one of those nice stories B&T likes to run. Makes a refreshing change from our usual evil & gutter journalism.
Australian Open Controversy No Cause For Concern For Sponsors
Could Nick finally do the nation proud at this year's Oz Open? Or will he bow out early in a huffy tantrum as usual?
Get On The Beers: BrewDog To Gift Brewery To Mashd N Kutcher If They Chart In Triple J’s Hottest 100
As a warning, if you're unaware of the Mashd N Kutcher song then this story will make little to no sense.
TV Host Jimmy Kimmel Farewells Trump With Glorious Spoof Send-Off Video
Admit it, much like the Sizzler restaurant chain, Gangnam Style & chlamydia you're going to miss the Donald, aren't you?
Can’t Cook Pasta Al Dente? Barilla Now Has Spotify Playlists That’ll Help
With all due respect, surely the perfect tune to cook pasta al dente would have to be Joe Dolce's 'Shaddap Your Face'.
Outdoor Industry Launches First $3M Pro Bono Health Campaign For Department Of Health
B&T's always happy to report on the industry doing good. Except if it requires a financial donation on our part.
Facebook Launches Mardi Gras Parade Viewing Events Grants Program
It's mid-January & that means two things: abandoning all New Year resolutions & the start of Mardi Gras stories on B&T.
Zenith Appointed To SBS’ Performance Media Account
Surely this SBS news would be more appropriate in Flemish or Hungarian, yet, sadly, it's all in English, we're afraid.
IMG Wins Asian Television Award For NBL20 Grand Final Series
Admittedly, we're not huge basketball fans here at B&T. Although we always enjoyed OJ Simpson's movies.
Wunderman Thompson Launches Annual Future 100 Report
New report says immunity wellness, cloud gaming & micropreneurs are in & storming the Capital dressed as a viking's out.
Google Agrees To Pay For News Content In France
Google has agreed to pay for news content in France. Says snail recipes & hatred of the English will remain free.
Enigma Snares CHEP’s Emma Ashworth For Group Account Director Role
Sure, CHEP may be churning them out but everyone else in the industry is reeling them in. As you'll read here.
What It Takes To Help Build Brand Trust Online In 2021
Is online brand trust on your 2021 "must do" list? Move it above "office fridge clean out" with these expert tips.
Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.
Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.
Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]
Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.
Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.
Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.
2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.
Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.
David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.
Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.
Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.
Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.
Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.
Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.
