Our research conducted with a sample of Australians aged 18 and above reveals that social media remains a strong space for digital engagement across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform usage and daily active usage (logging in at least once a day) can differ considerably. A platform may have a lower overall reach but high daily engagement, or the opposite. For more details, extended sample sizes, and the full report, you can contact Datambar to purchase the country‑level dataset. The insights below are shared in limited scope for decision-makers such as market researchers, advertisers, academics, and students.

• Facebook leads daily engagement: Daily login rate is 75%, peaking at 79.7% among the 25–34 age group. It is also a strong choice among older audiences.
• Instagram stands out among younger audiences: Daily usage is 67%, reaching 62.7% in the 18–24 group and 78.2% in the 25–34 segment—making it essential for youth-focused targeting.
• TikTok continues the short‑video momentum: Daily usage sits at 67%, with strong engagement among 18–24‑year‑olds (69%) and 25–34‑year‑olds (72.7%).
• YouTube remains a stable video hub: Daily usage is 62%, showing balanced distribution with 65.8% in the 18–24 group and 70.5% in the 25–34 group.
• Snapchat appeals to young and female audiences: Daily usage reaches 61%, climbing to 70% among 18–24‑year‑olds and 62.1% among women.
• Pinterest is well‑suited for lifestyle content: Daily usage is 23%, rising to 30.9% among men and 34.5% in the 25–34 age group.
• X (Twitter) is preferred for news and current affairs: Daily usage is 44%, especially strong among men (44.5%) and the 35–44 group (65.8%), making it ideal for news and commentary.
• Telegram attracts mature audiences: Daily usage stands at 40%, reaching 50% in the 35–44 group—suitable for community and announcement‑driven content.

🎯 Strategic Recommendations

• Broad reach and strong daily engagement: Facebook + YouTube
• Youth targeting: Instagram + TikTok + Snapchat
• Female‑focused campaigns: Instagram
• Male‑skewed and news‑driven content: X (Twitter)
• Mature audiences: Facebook + YouTube + Telegram