There’s no doubt social media is an undeniable force when it comes to marketing your business. It’s a powerful way to connect with customers, build brand awareness and drive sales. But with so many platforms available, knowing where to focus your efforts can be challenging.
This article will provide an overview of social media statistics in 2025, with a focus on Australia. We’ll look at:
- The latest worldwide social media statistics.
- Australian social media statistics.
- Australian Facebook user demographics and statistics (including age and gender).
- Australian Instagram demographics and statistics (including age and gender).
The global social media landscape
As of December 2024, estimates suggest that over 62.6% of the global population uses social media, translating to a staggering 5.1 billion users. This number continues to grow steadily, indicating a massive potential audience for businesses with a strong social media presence.
In Australia, there were 20.80 million active social media users in January 2024, equivalent to 78.3% of the total population.
On average, people spend a significant amount of time consuming social media content: around two hours and 20 minutes every single day. This presents a unique opportunity for businesses to engage with their target audiences and establish themselves as thought leaders in their industry.
Facebook: Still a major player
Despite facing some slow user growth in recent years, Facebook remains a social media giant with a particularly strong presence in Australia. Here’s a glimpse into Facebook’s Australian audience in 2025:
- Reach: Statistics indicate that Facebook still boasts a significant reach in Australia, with around 79.2% of the population (aged 18+) having a Facebook account. This translates to a potential customer base of nearly 15 million people.
- Demographics: While Facebook users skew slightly female, the platform attracts a diverse demographic, making it suitable for businesses targeting a broad audience.
Facebook demographics in Australia (as of December 2024)
| Age group | Percentage of users | Male users (%) | Female users (%) |
|---|---|---|---|
| 25-34 | 25.6% | 12.8% | 12.8% |
| 18-24 | 19.4% | 10.1% | 9.3% |
| 35-44 | 19.4% | 10.1% | 9.3% |
| 45-54 | 14.1% | 7.5% | 6.6% |
| 55-64 | 10.6% | 5.7% | 4.8% |
| 65 and Above | 11.0% | 6.2% | 4.8% |
* This table summarises the age and gender distribution of Facebook users in Australia as of December 2024
Instagram: A visual powerhouse
Instagram has emerged as a dominant force in the social media landscape, particularly among younger demographics. Here’s a look at Instagram’s Australian user base in 2025:
- Growth: While Facebook’s user base has plateaued somewhat, Instagram is experiencing continued growth. Estimates suggest that over 61.9% of Australians use Instagram, highlighting its popularity in the country.
- Engagement: Instagram excels in fostering user engagement. Australian users are particularly active on the platform, making it an ideal space for businesses to share visually appealing content and connect with their audience on a deeper level.
As of January 2024, Instagram’s user base in Australia was approximately 13.95 million, accounting for 51.2% of the population. Overall, females represent 55.7% of the Australian Instagram user base, while males account for 44.3%
Instagram demographics in Australia (as of December 2024)
| Age Group | Percentage of Users | Male Users (%) | Female Users (%) |
|---|---|---|---|
| 13-17 | Data not specified | Data not specified | Data not specified |
| 18-24 | 24.4% | 10.1% | 14.3% |
| 25-34 | 30.8% | 14.3% | 16.5% |
| 35-44 | 19.4% | 8.6% | 10.8% |
| 45-54 | 12.3% | 5.1% | 7.2% |
| 55-64 | 7.7% | 2.8% | 4.9% |
| 65 and Above | 5.4% | 1.9% | 3.4% |
Australian YouTube statistics
- YouTube currently has 20.8 million users (devices) in Australia. The platform’s current audience in Australia is 50.7% female and 49.3% male.
- YouTube’s ad reach in early 2024 was equivalent to 78.3% of Australia’s total population. Although this figure has decreased by 500,000 (-2.3 %) since last year, it still represents a valuable opportunity for marketers.
Australian TikTok statistics
- TikTok had 9.73 million users aged 18 and above in Australia in early 2024. Of this audience, 50.9% is female and 49.1% is male.
- TikTok is becoming a powerful tool for marketing. Recent figures show that TikTok ads reached 46.6 % of all adults aged 18 and above in Australia at the start of 2024.
- The potential reach of ads on TikTok in Australia has increased by 281,000 (+3%) since last year.
Key takeaways for Australian businesses
- Embrace the power of social media: With social media continuing to be a major time investment for Australians, businesses can’t afford to ignore its potential. By incorporating social media into your marketing strategy, you can connect with a vast audience and build stronger customer relationships.
- Prioritise Facebook and Instagram (Meta platforms): These two platforms hold Australia’s largest social media audiences, making them strong contenders for your social media focus.
- Tailor your approach: While Facebook and Instagram offer significant reach, understanding each platform’s unique demographics and user behaviour is crucial for crafting an effective social media strategy.
Beyond the statistics
While statistics provide valuable insight, social media marketing is more than the numbers. To succeed, you need to create high-quality content that resonates with your target audience. Here are some additional tips to consider:
- Focus on value: Provide informative and engaging content that solves your audience’s problems or entertains them.
- Be visually appealing: Social media is a visual medium, so leverage high-quality images and videos to grab attention.
- Be consistent: Regularly posting fresh content is essential for staying top-of-mind with your audience.
- Engage with your audience: Respond to comments, answer questions, and participate in conversations to build relationships.
By understanding social media trends and implementing these tips, you can leverage the power of Facebook and Instagram to achieve your marketing goals in Australia’s dynamic social media landscape.
Need more information?
This article just scratches the surface of social media marketing in Australia. If you’d like to delve deeper, get in touch with us.
It’s important to note that these statistics are estimates and may vary depending on the source. However, they provide a good overview of Australia’s most popular social media platforms and their demographics.
We’d love to help with your social media advertising strategy. You can book a call with us here.
This article includes references from Meta, Social Media Examiner, Social Media College and Hootsuite, as well as FIBER’s own internal insights.
