![]() The report also shows that Australians are prolific gamers, with 3 in 4 internet users aged 16-64 playing video games for an average of nearly one hour per day. While overall digital ad spend only grew by 1% across the board, there was a 2% increase in social ad spend during 2020, with total investment in Australia reaching almost USD 2 billion (which equates to AUD 2.51 billion at today’s exchange rate). 98% of Australian internet users aged 16-64 still use a conventional search engine, but 35% now turn to social media to search for brand information. ![]() Social media is also driving change in search behavior. TikTok was the second most downloaded mobile app in Australia last year, after Zoom. ![]() It has also become one of Australia’s top mobile activities, with Android users spending an average of almost 17 hours per month using the app. Over the past year, TikTok has seen its usage almost triple amongst internet users aged 16-64, jumping from 8% to 23.6%. The report shows that YouTube, Facebook, Facebook Messenger and Instagram are still Australia’s most popular social platforms for internet users aged 16-64, but newer platforms are climbing the rankings. Social media, now at 1 hour 46 minutes per day, accounts for roughly one-third of the time spent online, making it the second most popular media activity for Australians after watching television. The report shows that daily time spent on the internet has increased from 5 hours 41 minutes to 6 hours 13 minutes in the past year, or close to 40% of their waking hours using the internet. Australians spend an average of 32 minutes longer on the internet per day today compared to a year ago, according to Digital 2021: Australia – a report released today by socially-led creative agency We Are Social and Hootsuite, the global leader in social media management, covering digital, social and mobile use in our country.
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