By Adam Fraser
Whilst stats about global user numbers for the main social networks are reasonably accessible, it can be quite a challenge to source Australian specific user numbers.
Hence I am grateful for the work done each month by SocialMediaNews.com.au who release a monthly analysis on local user numbers.
Whilst the numbers in the table below may not be perfect (global numbers have some mismatches in whether monthly or daily users disclosed; local numbers based on certain assumptions), it is interesting to analyse the trends in Australian social media user numbers versus the global patterns.
The table below summarises the best available information on global and Australian social media users; the ratios show Australian users as % of that network’s global users, as well as a % of the total Australian population of 24.25m:
|Worldwide users (millions)||Australian users (millions)||Share of Global Users %||Share of Australian Population %|
Some interesting take-outs:
- As it does in so many “league tables” on social networks, Facebook leads the way – more Australians use Facebook than any other social network, with 62% of all Australians using the platform
- Australians are passionate YouTubers; the highest share of Australian/Global users is YouTube; the lowest shares are Pinterest and WhatsApp
- Despite the hype, there are still more Australian Twitter users than Snapchat users
- Whilst WhatsApp’s share of global users is at the lower end of the table, in absolute numbers, it exceeds Twitter and Snapchat
- Instagram remains a very important social platform, ranking third in users globally and fourth within Australia
- Both globally and in Australia, Pinterest seems to be getting relegated to “niche specialist” rather than “global powerhouse”
As an overall takeout, the table probably fairly summarises Australian’s position in worldwide social media adoption; a deep, relatively mature market but niche in the global context and slightly behind the USA and the UK in terms of broader business adoption.