Even after a scandal-plagued past few years, Facebook is still the preferred social media site for Australians, but a recent study shows the rest of the field is quickly catching up.
Over 17 million Australians aged over 14 check out Facebook in an average four weeks, says market research firm Roy Morgan.
This is up 4.2 million from 2015, representing a 32.4 per cent spike.
Although impressive, most of this growth occurred between 2015 and 2017, with only 540,000 new Australian users taking to the site since 2017.
YouTube takes out second place, with 15.3 million Australians visiting the site in an average four weeks – a 29.7 per cent increase from 2015.
And while Facebook and YouTube are at the top of the pile when it comes to total traffic, it is Instagram (owned by Facebook) that is growing the fastest.
The number of Australians visiting the photo and video sharing site was up by over 238.1 per cent from 2015, growing from 2.4 million to 8 million.
This makes Instagram Australia’s third most popular social media platform.
Pinterest also attracted impressive growth of 173.4 per cent, finishing fourth.
Roy Morgan CEO Michele Levine said the changing face of social media in Australia represents the interests of different demographics.
“Although Instagram and Pinterest are undoubtedly the ‘hottest’ Social Networks in Australia for attracting new users, the two are attracting different audiences,” she said.
“Instagram appeals strongly to a younger audience with 68 per cent of Generation Z and 52 per cent of Generation Y using Instagram in an average four weeks.
“The two youngest generations are over 70 per cent of Instagram’s total users.
“In contrast only 33 per cent of Generation Z use Pinterest and the highest penetration of Pinterest users is found with Generation X of whom 40 per cent use Pinterest.
“The majority of Pinterest’s users (53 per cent ) are in the three older generations of Pre-Boomers, Baby Boomers or Generation X.”
Facebook attracts the most users aged between 43 and 58 (Generation X), with 87 per cent of the demographic accessing Facebook at least once every four weeks.
YouTube is the favourite for the younger Generation Z, visited by 89 per cent of Australians aged between 14 and 27 in an average four weeks.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]