Socially-led creative agency We Are Social and media intelligence leader Meltwater have collaborated on a comprehensive annual report called “Digital 2024 Australia.” This report delves deep into Australia’s digital, social, and e-commerce landscape, revealing a significant shift in consumer behavior.
With 25.21 million internet users, accounting for 95% of the population, and 20.80 million social media identities, representing 86.5% of the adult population, it’s clear that digital has become increasingly important in Australia.
The report uncovers that Australians aged 16 to 64 spend an average of 6 hours and 14 minutes per day using the internet and 1 hour and 51 minutes on social media. However, traditional media consumption has experienced a decline, with less time spent watching broadcast and streaming TV (-15%), reading online and press content (-44%), streaming music (-13%), listening to broadcast radio (-15%) and podcasts (-33%), and using game consoles (-30%).
Notably, TikTok has emerged as a prominent player in the social media landscape, with the highest average time per Android user of any social app, amounting to almost one and a half hours per day. YouTube follows closely in second place. These statistics indicate TikTok’s rising prominence and its ability to captivate users’ attention through engaging content and a sophisticated algorithm.
It’s become evident that social media platforms are no longer just an option but a necessity for brands to connect and engage with their audience. Facebook remains the favorite platform for nearly one in four Australians, while Instagram shows significant growth, with three in five internet users engaging with the platform.
The report also highlights social media’s importance as a key source of information about brands and products, with 58% of users aged 16 to 64 turning to social networks for this purpose. Additionally, digital platforms have reshaped the retail landscape, with a surge in online shopping activities, particularly in categories like electronics, fashion, food, and beverages.
Furthermore, the gaming industry has witnessed substantial growth, with nearly 8 out of 10 Australian internet users aged 16 to 64 playing video games. Hand-held gaming devices have shown the strongest growth, indicating a momentum behind on-the-go gaming.
Digital advertising spend in Australia reached US$13.5 billion in 2023, accounting for 72.4% of total ad spend. Social media advertising remains a significant share of the digital advertising market, while influencer marketing spend is increasing.
Overall, this report sheds light on the evolving consumer behavior in Australia, emphasizing the need for marketers to understand and leverage key insights from digital platforms. The ever-growing digital landscape presents immense potential for brands to connect with audiences and maximize their returns on investment.
FAQs: Digital 2024 Australia Report
1. What is the “Digital 2024 Australia” report?
The “Digital 2024 Australia” report is a comprehensive annual report created by socially-led creative agency, We Are Social, and media intelligence leader, Meltwater. It explores Australia’s digital, social, and e-commerce landscape, revealing changes in consumer behavior.
2. How important is digital in Australia?
Digital has become increasingly important in Australia, with 95% of the population (25.21 million people) using the internet and 86.5% of adults (20.80 million people) having social media identities.
3. How much time do Australians spend on the internet and social media?
On average, Australians aged 16 to 64 spend 6 hours and 14 minutes per day using the internet and 1 hour and 51 minutes on social media.
4. How has traditional media consumption changed?
Traditional media consumption has declined in Australia. Time spent on activities like watching broadcast and streaming TV, reading online and press content, streaming music, listening to broadcast radio and podcasts, and using game consoles has decreased.
5. Which social media platform is rising in prominence?
TikTok has emerged as a prominent player in the social media landscape in Australia. It has the highest average time per Android user of any social app, with users spending almost one and a half hours per day on the platform.
6. What are the favorite social media platforms in Australia?
Facebook remains the favorite platform for nearly one in four Australians, while Instagram shows significant growth, with three in five internet users engaging with the platform.
7. How do social media platforms influence brand and product information?
Social media platforms are an essential source of information about brands and products for users aged 16 to 64, with 58% of them turning to social networks for this purpose.
8. How has online shopping changed in Australia?
Digital platforms have reshaped the retail landscape in Australia, with a surge in online shopping activities, particularly in categories like electronics, fashion, food, and beverages.
9. What has been the growth in the gaming industry?
The gaming industry in Australia has witnessed substantial growth, with nearly 8 out of 10 Australian internet users aged 16 to 64 playing video games. Hand-held gaming devices have shown the strongest growth.
10. How much is spent on digital advertising in Australia?
Digital advertising spend in Australia reached US$13.5 billion in 2023, accounting for 72.4% of total ad spend. Social media advertising remains a significant share of the digital advertising market, with an increase in influencer marketing spend.
Definitions:
– Digital landscape: The overall digital environment, including internet usage, social media platforms, e-commerce activities, and digital advertising.
– Influencer marketing: A marketing strategy that involves collaborating with influencers (individuals who have a large following on social media) to promote products or brands.
– Traditional media: Traditional forms of media, such as television, radio, newspapers, and magazines.
Related links to main domains:
– wearesocial.com (We Are Social)
– meltwater.com (Meltwater)
The source of the article is from the blog windowsvistamagazine.es