Australian Internet Usage

The Internet is, for many of us, a part of daily life. There are 7.77 billion people in the world and, according to Statista, 4.54 billion of those people are active Internet users. However, only 0.6% of those users are in Oceania and Australia (Internet World Stats).

Taking a closer look at Australia, we can see that the Australian Internet market has largely matured. Datareportal reports that:

  • There were 22.31 million Internet users in Australia in January 2021.
  • The number of Internet users in Australia increased by 265 thousand (+1.2%) between 2019 and 2021.
  • Internet penetration in Australia stood at 88% in January 2021.

The amount of Internet subscribers has begun to slow in recent years, suggesting the market is close to saturation. However, while there are signs of it slowing, the amount of data Australians are consuming continues to outgrow the number of subscribers.


Search Engine Statistics

93% of online experiences begin with a search engine.

Australians are spending nearly 40 hours per week online – roughly the same amount of time many of us spend at work. With so many people spending so much time online, for any business, capturing this Internet traffic in 2021 is more important than ever.  With almost all online experiences beginning with a search engine, SEO is a crucial part of any marketing strategy you need a great SEO Agency to win in the SERPs.

Search Engine Market Share in Oceania

Google: 94.56%

Bing: 3.65%

Yahoo!: 0.8%

DuckDuckGo: 0.6%

Statistics On Social Media Use in Australia for 2021

  • There were 18.00 million social media users in Australia as of January 2021.
  • The number of social media users in Australia increased by 735 thousand (+4.3%) between April 2019 and January 2021.
  • Social media penetration in Australia stood at 71% in January 2021. (Datareportal)
  • 1 in every 3 minutes online is spent on social media.

Most popular social media platforms by number of unique monthly active users – January 2021

  1. Facebook – 16 million
  2. YouTube – 15 million
  3. Instagram – 9 million
  4. WhatsApp – 7 million
  5. Snapchat – 6.4 million
  6. WordPress – 5.8 million
  7. LinkedIn – 5.5 million
  8. Twitter – 5.3 million
  9. Tumblr – 3.7 million
  10. Tinder – 3 million

Australian Mobile Phone Statistics In 2021

More and more of us are browsing the Internet with our smartphones.

  • Mobile devices (excluding tablets) accounted for 51.98 percent of web page views worldwide.
  • There were 32.89 million mobile connections in Australia in January 2021 alone.
  • The number of mobile connections in Australia increased by 407 thousand (+1.3%) between January 2019 and January 2021.
  • The number of mobile connections in Australia in January 2021 was equivalent to 130% of the total population. In other words, there are more mobile connections in Australia than there are people.

Growth in video based social media content

Video-based social media ads get a better response than static image ads. That’s the finding of an analysis in Australia by Analytic Partners and Australia-based The Lab (commissioned by Facebook).

They made that conclusion by looking at the ads’ ROI. While they didn’t specify the sample size, the conclusion models what others are seeing.

The group also said they found most of a video’s success comes from the creative elements (video, story, etc.), but a significant portion can be attributed to execution elements such as targeting, formats, timing, duration. They came up with almost a dozen best practices for creating video for social.

Among the tips:

  • Create the video so it also works when viewed with the sound off.
  • Stick to a single, clear message.
  • Use movement or fast edits upfront to capture the scroller’s attention.
  • Use bright colors and closeups.

WHY IT MATTERS: About two-thirds of content marketers (68% of B2B and 62% of B2C) use pre-produced video (as opposed to livestreaming). While the advice in the report was created for social media ads, most of the tips work well for video creation overall. Unless you’re telling a documentary-style story, you probably don’t have the luxury of crafting a video that builds a narrative and eventually arrives at the big payoff. You’ve got a moment to grab their attention and then only a second or two to get to your point before they move on.

Sources: Australian Internet Statistics [Updated 2021] – Prosperity Media

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