DIGITAL AUSTRALIA 2024

Each year Datareportal.com publishes the Global Digital Report which provides insight into the world’s digital transformation.  The report is further split by country and the Digital Australia 2024 report contains all the latest data, insights, and trends about how people in Australia use digital devices and services in 2024. Here are a few of the top line data updates:

The state of digital in Australia in 2024

• There were 25.21 million internet users in Australia at the start of 2024, when internet penetration stood at 94.9 percent.
• Australia was home to 20.80 million social media users in January 2024, equating to 78.3 percent of the total population.
• A total of 33.59 million cellular mobile connections were active in Australia in early 2024, with this figure equivalent to 126.4 percent of the total population. (Over a quarter of the population have two phones).

Internet use in Australia in 2024

• There were 25.21 million internet users in Australia in January 2024.
• Australia’s internet penetration rate stood at 94.9 percent of the total population at the start of 2024.

Social media statistics for Australia in 2024

• DataReportal’s figures show that there were 20.80 million active social media user identities in Australia in January 2024.
• The number of social media users in Australia at the start of 2024 was equivalent to 78.3 percent of the total population.
• Data published in the ad planning tools of top social media platforms indicates that there were 18.03 million users aged 18 and above using social media in Australia at the start of 2024, which was equivalent to 86.5 percent of the total population aged 18 and above at that time.
• At that time, 50.7 percent of Australia’s social media users were female, while 49.3 percent were male.

Facebook users in Australia in 2024

• Data published in Meta’s advertising resources indicates that Facebook had 16.65 million users in Australia in early 2024.
• Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in Australia increased by 1.8 million (+11.7 percent) between January 2023 and January 2024.
• Facebook’s ad reach in Australia was equivalent to 62.7 percent of the total population at the start of 2024.
• At the start of 2024, 52.0 percent of Facebook’s ad audience in Australia was female, while 48.0 percent was male.

Instagram users in Australia in 2024

• Numbers published in Meta’s advertising tools indicate that Instagram had 13.95 million users in Australia in early 2024.
• The company’s regularly revised figures suggest that Instagram’s ad reach in Australia was equivalent to 52.5 percent of the total population at the start of the year.
• In early 2024, 55.7 percent of Instagram’s ad audience in Australia was female, while 44.3 percent was male.
• Data published in Meta’s planning tools show that Instagram’s potential ad reach in Australia increased by 2.3 million (+19.7 percent) between January 2023 and January 2024.

TikTok users in Australia in 2024

• Figures published in ByteDance’s advertising resources indicate that TikTok had 9.73 million users aged 18 and above in Australia in early 2024.
• Meanwhile, TikTok’s ad reach in Australia was equivalent to 38.6 percent of the local internet user base at the beginning of the year, regardless of age.
• In early 2024, 50.9 percent of TikTok’s ad audience in Australia was female, while 49.1 percent was male.

LinkedIn users in Australia in 2024

• Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 15.00 million “members” in Australia in early 2024.
• The company’s advertising reach figures suggest that LinkedIn’s audience in Australia was equivalent to 56.5 percent of the total population at the start of 2024.
• For additional context, LinkedIn’s ad reach in Australia was equivalent to 59.5 percent of the local internet user base (regardless of age) at the start of the year.
• In early 2024, 46.7 percent of LinkedIn’s ad audience in Australia was female, while 53.3 percent was male.

X users in Australia in 2024

• Numbers published in X (Twitter)’s advertising resources indicate that X had 6.10 million users in Australia in early 2024.
• This figure means that X’s ad reach in Australia was equivalent to 22.9 percent of the total population at the time.
• In early 2024, the company’s own data indicated that 32.5 percent of X’s ad audience in Australia was female, while 67.5 percent was male.

For clubs and pubs

If there’s one top line piece of data in this report that’s really relevant for clubs and pubs in Australia it is the confirmation that 94.9% of Australians are connected and use the internet. Additionally, 86.5 % of the total population aged 18 and over, use social media with Facebook still the highest number of users.

So please… no more assumptions about older generations not being savvy enough to receive an email or use a QR code! Everyone 80 or younger probably used computers at work at some stage. They certainly use the internet and at least one form of social media on the phones that they definitely own!

 

Find the full report here >>> Digital 2024: Australia — DataReportal – Global Digital Insights