Hootsuite and We Are Social have released their annual Digital 2022 Australia report which highlights the most notable findings on digital trends and social media in Australia.
The report showed that the number of Australians adopting social media increased by 4.6%, with 21 million social media users across the country and almost a million new users since this time of year. latter, which is equivalent to 83% of the total population.
Letrecia TippettHead of Australia and New Zealand at Hootsuite, said: “As the use of social media in Australia is steadily increasing, it is more important than ever for businesses to embrace social media to strengthen their connection. with their customers.
“As Australians face another challenging year of the pandemic, we encourage businesses to use data from our Digital 2022 report to help them determine which social media platforms will be most effective in connecting them to their audiences.”
In addition to the increase in the number of social media users, Australians aged 16-64 are spending more time on social media each day, at 1 hour and 57 minutes, an increase of 10%. Facebook remains the most used social platform, followed by Facebook Messenger and Instagram in Australia.
Highlighting the need to invest in social commerce, the report also found that 15 million (58% of the total population) of Australians can be reached by advertising on Facebook, while TikTok has a potential advertising reach of 7. 38 million people aged 18 and over.
With a global audience available online, Australian businesses are increasingly investing in digital advertising, spending an additional A$551 million (US$392 million), an 18% increase, and $2.2 billion Australian dollars (US$1.6 billion), an increase of 27%, on social media and programmatic advertising respectively, than the previous year.
Social media accounts for 27% (AU$3.6 billion/US$2.6 billion) of the total share of digital ad spend, and total programmatic share accounts for 78% (AU$10.5 billion/ US$7.5 billion).
Tippett added: “The significant increase in digital advertising spend over the past 12 months shows Australian businesses competing for share of voice and looking to maximize their customer reach across all avenues online. As we move forward, organizations must continue to prioritize a digital-first strategy, so they don’t miss key opportunities for growth and new customers. »
Although Facebook continues to be the most popular app, Australians are spending more time on TikTok, with users spending an average of 23.4 hours per person per month (40% increase) on the app, up from 17 .6 hours (3% decrease) on Facebook. and 8.3 hours per month (2% increase) on Instagram.
TikTok’s advertising audience also continues to grow at a rapid pace. Digital 2022 Australia reports that the platform now has a reach of 37% (audience aged 18+) and was the third most downloaded mobile app over the past year, behind Service Victoria and Service NSW.
The report also highlights how mainstream gaming has become for Australians, with 3 in 4 internet users aged 16-64 playing video games, using a game console for an average of 1 hour 7 minutes per day (increase of 24%). As a result, Australian digital media spending on video games has increased by 25%, now reaching A$1 billion (US$716.9 million).
Mobile remains the preferred gaming device, with nearly half of adult Internet users playing games on smartphones (49.5%).
Susie Shaw, CEO of We Are Social Australia, said: “Online gaming has really become a mainstream activity in Australia, with many hours spent per week doing so. Throughout the pandemic, audiences have stayed connected through gaming, and it’s truly grown from just a solitary source of entertainment to one where people socialize, interact with friends and family, and form meaningful connections.
“Navigating the gaming space can be challenging, but given the size of the audience, the time spent doing it, the immersion of gaming environments, and the creative flexibility it offers, brands should consider gaming as part of their strategy in 2022.”