Adult daily users of social media and messaging by platform Australia 2024
In 2024, the most popular social media and messaging platforms among adults in Australia were Facebook, WhatsApp, and Instagram. Facebook was used by 60 percent of adults, WhatsApp by 26 percent, and Instagram by 38 percent.
New popular formats of social networks
In addition to traditional social media platforms like Facebook and Instagram, alternative formats are gaining popularity in Australia. Snapchat, known for its ephemeral content, is steadily growing nowadays. Between 2024 and 2028, the platform's user base is expected to increase by 0.3 million, reaching a peak of 7.74 million users. Similarly, LinkedIn, a prominent platform for professional networking, is projected to expand by 0.5 million users during the same period, reaching a peak of 13.89 million users by 2028. This consistent growth across both platforms highlights the diverse ways Australians are engaging with social media, whether for personal expression or professional connections.
Social media growth increasing
In Australia, social media remains a dominant force in digital engagement, with 65 percent of respondents in a 2024 survey identifying social media websites and apps as their most used online services. This aligns with the global increase in social media engagement. As of February 2022, about 82.7 percent of Australians were active on social media, a significant increase from 58 percent in 2015. This rapid growth shows the expanding role of social media in daily life, indicating its increasing significance and integration into various forms of communication and entertainment.
