Facebook and YouTube top potential reach for Australian ads online

We Are Social and Hootsuite have released the Digital 2022 Global Overview report, which examines global data across social media, internet, mobile and e-commerce.

For the potential reach of advertising on a platform in terms of the over 13 population in Australia, Facebook was found to potentially reach 69.5% of the population, Snapchat was found to reach 33.6%, Pinterest was found to reach 20.5%. For the over 18 population, YouTube was found to reach 89.3%, LinkedIn was found to reach 65.1% and TikTok was found to reach 37.0%.

Facebook Messenger advertising, which is currently unavailable in Australia, had a potential reach of 66.7% of the over 13 population in New Zealand and a worldwide reach of 16.0%.

On the report, We Are Social Sydney CEO Suzie Shaw said: “Once again, the Digital 2022 report highlights how social media is a key channel for brands to engage their audience, with significant growth both globally and locally, across key metrics like penetration and time spent. Australians in particular use an average of 6 different platforms every month, with TikTok seeming to grab their attention more than others: TikTok users spent nearly 24 hours per month using the platform’s mobile app during 2021, over 30% longer than Youtube. We’re anticipating a lot of platform innovation in 2022, which presents great opportunities for brands.”

Hootsuite CMO Maggie Lower commented: “The pandemic has brought to light how social media is intrinsically intertwined with how we live, work, operate, and shop. In a time when social distance regulations and non-essential business closures impact businesses everywhere, social commerce is often one of the only ways for brands to stay open and connected with consumers. If brands and organizations want to remain relevant, they will need to digitize and implement a social commerce strategy.”

Unsurprisingly, Google topped the global search engine market share, with 91.42% of total web traffic referred by its search engine, although the number is down YoY slightly by 0.8%. The news comes following criticism of Google’s dominance in the search engine space, such as by the ACCC in October last year.

[Click to enlarge] Search Engine Market Share

Australia is ahead globally for cryptocurrency ownership with 11.1% of internet users aged 16 to 64 owning some form of cryptocurrency, above the worldwide average of 10.2%.

The amount of daily time spent on the internet in Australia averages to 6 hours and 13 minutes, below the global average of 6 hours and 58 minutes.

For how Australians are using the internet, the report found that 18.5% of internet users aged 16 to 64 in Australia used voice assistants to find information each week, below the worldwide average of 24.1%. Australian internet users aged 16 to 64 that listen to podcasts were found to be at 20.5%, up from the global average of 20.4%. 75.2% of internet users aged 16 to 64 play video games in Australia, below the 83.6% average worldwide.

Globally, for daily time spent with media, the report found that internet users aged 16 to 44 spent less time daily watching broadcast and streaming television (3 hours and 20 minutes, down 2% YoY) and reading press media (2 hours, down 1.6% YoY). Listening to broadcast radio was unchanged (1 hour), and time on the internet (6 hours and 58 minutes, up 1.0% YoY), time spent on social media (2 hours and 27 minutes, up 1.4%), time listening to music streaming services (1 hour and 33 minutes, up 2.2%), time spent listening to podcasts (55 minutes, up 1.9%) and time spent on a games console (1 hour and 12 minutes, up 1.4%) all increased.

[Click to enlarge] Daily Time Spent on Media

9.8% of internet users aged 16 to 64 in Australia feel advertising in representative, down from the global average of 17.5%. 33.6% of Australian internet users use an ad blocker.

The value of the digital advertising market grew 17% globally, up US $67 billion to US $465.5 billion (A $67 billion to $662.1 billion respectively).

A ten-minute summary of the report can be seen below from DataReportal.



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