Sensis has just released its latest Social Media Report. It details Australia’s growing obsession with smartphones and how it has driven more people onto social media platforms than ever before.  We’ve shared some of the main take outs.

Number of Australians on social media 

  • Almost eight in 10 people (79%) now use social media, which is 10 points higher than last year.

What people are doing on social media

  • 45% have taken a selfie and this is more common among males (47% vs 43%) and 18-29 year olds (88%).
  • Four in 10 have posted a photo of their food on social media and this is more common among males (43% vs 38%) and 18-29 year olds (82%).
  • One in 3 people have felt excited when their post has received more likes on social media than usual. The number doubles among 18-29 year olds where six in 10 (63%) have felt this way.

Frequency of use

  • More than a third of people now access social media more than five times per day (35%), which is up from 26% last year. Among 18-29 year olds 89% check-in at least once per day.


Most popular times

  • In the evening (up from 49% to 57%) and first thing in the morning (up from 49% to 57%) have become even more popular and are the most popular times for using social media.
  • Almost half are now accessing social media on their break (up from 33% to 47%) or at lunchtime (up from 36% to 47%).


The most popular platforms

  • Visual platforms continue to grow in popularity, with Instagram seeing a 15 point jump in users (from 31% to 46%). Snapchat saw the biggest growth, with usage almost doubling from 22% to 40% this year. Twitter has also seen a surge in usage, up from 19% to 32%.
  • However, Facebook remains the most popular, with 94% of social media users on the platform.


Where people are using social media

  • The most popular place to use social media continues to be in the home (96%), with the lounge room (up from 69% to 84%), bedroom (up from 42% to 59%) and kitchen (up from 22% to 34%) increasing in popularity.
  • Outside of the home usage on public transport (up from 25% to 43%), in restaurants, bars and parties (up from 19% to 33%) and in the car (up from 20% to 37%) has become more common.
  • More than a third (35%) are accessing social media at work.


How do men and women compare on social?

  • On average males have more friends than females on social media (522 vs 418).
  • Males are more likely to use social media in most places such as at work (38% vs 32%) or on public transport (47% vs 39%). Inside the home they are more likely to use social media on the toilet (17% vs 12%) and in the bedroom (64% vs 54%).

Metro vs Regional

  • People is regional areas are more likely to have witnessed bullying or harassment on social media (23% vs 15%) and are more than twice as likely to have been bullied themselves (9% vs 4%).

How the different age groups compare

  • Among 18-29 year olds social media is often the first and last thing they do every day, with eight in 10 (79%) accessing social media first thing in the morning and almost two thirds (65%) last thing before they go to bed.
  • Pretty much everyone aged 18-29 is on social media (99%), while less than half of those aged 65+ are on social media (47%).


Consumer preferences

  • Almost a quarter (24%) of people use social media to follow brands or businesses, and this is even higher among females (27% vs 21%) and those aged 30-39 (41%).
  • Consumers are particularly keen on discounts (54%) and give-aways (48%) from the brands or businesses they follow.
  • Consumers are increasingly accessing social media on their smartphone (up from 72% to 81%). 

What makes consumers trust a brand?

  • Almost two thirds of consumers (64%) will be more likely to trust a brand if interacts with consumers in a positive way on social media. This is up 12 points this year.


To access the full Sensis Report click here  >>>


Source: All details and images from