Social media use continues to grow

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The Sensis Social Media Report 2016, published this June, shows that Australia’s social media landscape is continuing to evolve. The survey of 800 Australian consumers found that 69 per cent of Australians use social media, some clocking up several hours per day across networks ranging from Facebook and Twitter to more niche tools such as LinkedIn and Pinterest.

Unsurprisingly, 87 per cent of Australians access the internet daily. More than half (55 per cent) say they are online more than five times per day, while 32 per cent log on one to four times daily.

Facebook is the most popular social network (95 per cent of respondents, up a modest two per cent since 2015), followed by Instagram (31 per cent, up five per cent), LinkedIn (24 per cent, down four per cent) and Snapchat (22 per cent, featuring in the rank for the first time in 2016). Less popular are Twitter (19 per cent, up two per cent), Pinterest (11 per cent, down six per cent) and Google+ (10 per cent, down 13 per cent). More than one quarter of respondents (26 per cent) reported turning to social media more than five times a day, and 63 per cent noted they typically use it after work and in the evening.

How do we access social media?

Overall, the most popular devices include:

  • smartphone (76%)

  • laptop (70%)

  • desktop computer (54%)

  • tablet (53%)

  • internet-enabled TV (29%).

Looking at those who access the internet five or more times a day, 75 per cent own a wearable device (such as an Apple Watch or Fitbit), 71 per cent own an iPod (or similar) or an internet-enabled TV, and 64 per cent own a tablet. For smartphones, this is 63 per cent. This is 62 per cent for laptops and 57 per cent for desktops.

As for who is most active on social media, it’s the Northern Territory — 64 per cent of Territorians access social networking sites at least once a day. The ACT is next, at 55 per cent, followed by Western Australia and South Australia, each at 54 per cent. There is also an (unsurprising) connection between age and social media use, with 75 per cent of 18 to 29 year olds using social networks at least once a day. This drops for each age bracket: 66 per cent of 30 to 39 year olds, 52 per cent of 40 to 49 year olds, 38 per cent at 50 to 64 years, and 20 per cent for those aged 65 plus.

But why do we use social media? Consistent across the years, Sensis Social Media found that for 91 per cent of respondents it’s catching up with family and friends. This is followed by sharing photos and videos (36 per cent), reading up on news and current events (35 per cent) and watching videos (28 per cent).

Many of those not using social media report a lack of interest (64 per cent). This is followed by time (21 per cent), privacy and security concerns (19 per cent) and a preference for face-to-face interaction (seven per cent).

Social media use by businesses has also grown significantly in the last year — up from 31 per cent to almost half (48 per cent) for small to medium-sized businesses (SMBs), and from 56 per cent to 79 per cent for large businesses. Businesses are most likely to be on Facebook, followed by Twitter and LinkedIn.

Looking at SMBs specifically, Queensland leads the way in social media adoption, with 54 per cent of small to medium businesses maintaining a social presence. South Australia is next, at 51 per cent, then New South Wales, at 50 per cent. They are followed by the Northern Territory, Tasmania and Victoria, at 45 per cent, with the Australian Capital Territory and Western Australia sliding in at 39 per cent. Five years ago, the Sensis Social Media Report 2011 showed that just 15 per cent of SMBs were on social media.

See www.sensis.com.au/about/our-reports/sensis-social-media-report for more information about social media use in Australia.