Primary communication platforms for adults in Australia 2024
In Australia in 2024, Facebook was the leading communication platform, with 47 percent of adults using it. WhatsApp was the second most popular, with just under 20 percent of adults using the service.
Facebook usage in Australia
Facebook continues to be a prominent player in Australia's social media landscape, even though its popularity has waned. Despite its initial success as the first social network to surpass one billion registered accounts globally, Facebook's user base in Australia is expected to decline further between 2024 and 2028, with an estimated loss of 1.5 million users. As of August 2022, the largest group of active users in Australia consisted of males and females aged 25 to 34, each accounting for around 11.8 percent of the user base, while teens aged 13 to 17 represented the smallest share. As Facebook continues to adapt to changing user preferences and new social media trends, its role in connecting Australians and shaping online interactions remains significant.
Australian social media trends
Social media trends in Australia are constantly changing, influenced by a diverse and tech-savvy population. Platforms like Instagram, TikTok, and Facebook are extremely popular, with TikTok gaining traction among younger audiences. For instance, in 2022 more than half of TikTok's users were aged under 24. Influencer culture is strong, with Australian influencers and content creators shaping trends in various sectors like fashion and travel. In 2024, slightly over ten percent of Australian influencers on Instagram were classified as lifestyle influencers. The preference for spontaneous and quick sharing is evident in the rise of short-form formats like Stories on Instagram and Snapchat. As these trends continue to develop, they will further highlight Australia's unique digital culture while aligning with global shifts in social media.
