Time spent on social media by Australians declines over past three months
How Australians use the internet and social media has been dissected in a quarterly report.
Published by media monitoring company Meltwater and creative agency We Are Social, the Digital 2024: April Global Statshot Report dives into global insights and trends on social media, media consumption and digital usage across the globe.
Two-thirds of the world’s population now use the internet, according to the report. At the beginning of 2024, there were over 25 million internet users and 20 million social media users (78.3% of the population) in Australia.
Notably, the average Australian spends just over six hours per day online with nearly two hours dedicated to social media. While seemingly substantial, it falls short of the global average social media usage of 2 hours and 20 minutes, and overall, the social media usage of Australians is down 2.3% compared to last year.
Despite Facebook being the nation’s most favourite social media platform, the report highlighted TikTok as a standout platform, with the average Australian user dedicating over 38 hours of their time a month on the site, compared to the global average of just under 32 hours.
One standout statistic from the research is Australians’ approach to online privacy and personal data. Over 40% of Australians declined cookies at least some of the time in the first three months of 2024, surpassing the global average of 34.8%.
Australia’s penchant for gambling extends into the digital realm, with 17.6% of Australians reportedly using a betting website, which is considerably higher than the global average of 9.7%.
In addition, Australians exhibit a strong inclination towards digital entertainment consumption. The report indicated that 45.7% of users aged 16 to 64 pay for TV or movie streaming services each month, while 36.9% pay for music streaming services. Podcasts are a popular medium, with Aussies spending an average of 46 minutes per day listening.
Keep up to date with the latest in media and marketing
How was the data derived? Online survey maybe?
User ID not verified.