2018 Digital Report - Australia - We Are Social Australia

06/11/2018 2018 DIGITAL REPORT - AUSTRALIA - We Are Social Australia
SOCIAL THINKING
2018 DIGITAL REPORT – AUSTRALIA
CARLOS DESPINOLA | 15 FEBRUARY 2018 GO TO BLOG HOMEPAGE 
In case you missed it last week, we launched the new 2018 Global Digital Report in
collaboration with Hootsuite. With nearly 400k views to date, it’s clear there’s a
healthy appetite for insight into what’s happening in digital around the world.
However, it hasn’t escaped us that a report with 5,000 charts covering 230
countries might be heavy lifting for those seeking a quick overview of what’s going
on in Australia. If that’s you, then look look no further, because the Australian
market data can be found here: Digital in 2018 in Oceania and at the bottom of this
article. Allow us to unpack it for you.
We weren't surprised to find that Australia has some of the highest penetration
numbers in the world - 88% internet usage, 69% of the population are active social
media users with mobile penetration at the 78% mark, which puts Australia in the
top quintile globally across all measures. Additionally, AU’s social usage on mobile
is the fastest growth area at 7% year-over-year.
What we did find surprising, however, is how much time Aussies spend on the
internet - 5 hours and 34 minutes daily - up 15 minutes since last year. Granted,
this is a far cry from Thailand’s 9+ hours a day on the top end, but it’s still a
meaningful amount of time, which is broadly attributed to Australian’s further
integration of digital technology into everyday life. Our key takeaway? The majority
of that time - 1 hours and 39 minutes - is spent on social media.
https://wearesocial.com/au/blog/2018/02/2018-digital-report-australia 1/9
So which social platform reigns supreme? Yes, it's still Facebook. Staying in touch
with other people is a core behaviour for Australian internet users, with Facebook
Messenger being our messaging app of choice. To give you context, Facebook
Messenger is our third most-used platform, beating out the likes of Instagram,
Snapchat, Twitter and LinkedIn. Still, they're not the only contender in the
messenger market - WhatsApp and Skype feature quite prominently in our top 10
social media platforms. This chat trend is not unique to Australia, however.
Messaging apps feature heavily across global markets, which should prompt the
question “have you got a ‘chat’ strategy for your business yet?” It’s definitely
something we’re considering for all clients moving forward.
Unsurprisingly, Google was crowned our favourite search engine and Netflix our
favourite place to get entertained (which is pretty much on par with the rest of the
western world). One notable exception? Aussies do under-index in adult websites.
We haven’t quite looked into why, but feel free to theorise in the comments...
And for sceptics who do think Facebook is dying...well, it grew 6% in Australia last
year alone. Organic engagement rates and reach also did quite well in 2017.
Unfortunately, we don’t expect this trend to continue in 2018, as sweeping new
changes are rumoured to hit the platform in the next few weeks/months.
The data also shows that online commerce is having a bit of a renaissance, and we
expect the expansion of Amazon to only increase this further. While eBay was our
most popular online retailer in 2017, we're not convinced they'll claim that category
much longer. Most Aussies, 73% of us in fact, have searched online for a product or
service to buy, with 59% having actually made a purchase online (with over a
quarter of us making these purchases via a mobile device). This places us just
marginally above the global average when it comes to spending our hard-earned
cash online, but we still have a ways to go if we are to compare ourselves to other
developed nations. As these numbers continue to increase, we’re hoping to unearth
more data around what exactly it is Australians are spending their digital dollars
on.
From e-commerce behaviours to digital life management activities to social media

behaviours, the Oceania report is packed with useful and relevant data points that
help paint a thorough picture of the Australian digital landscape. To dive a bit
deeper, find the full report here.
1 of 230
Digital in 2018 in Oceania Part 1 - West from We Are Social
This post courtesy of Carlos De Spinola
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06/11/2018 2018 DIGITAL REPORT - AUSTRALIA - We Are Social Australia

2018 DIGITAL REPORT – AUSTRALIA

CARLOS DESPINOLA | 15 FEBRUARY 2018 GO TO BLOG HOMEPAGE 

From e-commerce behaviours to digital life management activities to social media

Digital in 2018 in Oceania Part 1 - West from We Are Social

This post courtesy of Carlos De Spinola

VIEW MORE POSTS 

WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH

#BETTERSTATEDEBATE: NRL BOLSTERS ORIGIN WITH

SUBSCRIBE VIA EMAIL

YOUR FIRST NAME *Required

YOUR LAST NAME

TUESDAY TUNE-UP #358

THE STATE OF THE INTERNET IN Q4 2018

TUESDAY TUNE-UP #357

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