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How popular is social media in Australia in 2018?

With new data released just last year from our recent census, there’s no doubt that social media has changed the way we interact as humans.

Links and search functions are slowly being replaced by in-depth algorithms that learn our personal tastes without us having to do a thing - combine this with the dramatic increase in mobile device use, and we’re more connected than we ever have been.

The recent census report showed that us Aussies are spending more time on social media than ever before. Almost 8 in 10 Australians are signed up to a social media platform and over 1/3 of these people are accessing social more than 5 times per day. Usage amongst all demographics is up and as a business, you’d be silly not to jump on the social media bandwagon.

The influence of social media on younger Australians is undeniable, with a whopping 99% of them present and active on social media.

Which network is the most popular? 

When it comes to us Aussies, Facebook takes the lead with a whopping 94% of users on the platform, however, the biggest increase we have noticed is in image and video sharing, this is where Instagram comes in, now with over 46% of Aussies on the platform.

With this rise in visual platforms making social media our primary method of communication, it seems we are communicating more with images than with calls and texts. Visual communication skills are more important than ever before.

The report also concluded that social media is particularly on the rise when we are out and about, usage at restaurants, bars and parties has increased from 19% to a whopping 33% - it’s no longer just filling in time, it’s the main method we use to communicate, sharing our experiences directly with others from wherever we are in the world.

What we at Born Social HQ found most interesting is the lack of increase of social media uptake amongst small to medium size businesses in Melbourne. It seems they are just missing the mark, with just 47% of these businesses using social media to connect with their customers.

The businesses that do have a social presence are primarily using Facebook and LinkedIn but not utilising the strong visual power of Instagram, Snapchat and other key image/video sharing platforms.

We can’t stress enough how vital social media should be in your marketing mix - with such low costs associated with creating a stunning, engaging feed - we think everyone should be on there! From customers deciding where to dine with the use of Instagram or businesses interacting directly with their customers via social platforms, it’s no secret that social is where it’s at.

Source: Australia, S. (2017). [online] Sensis.com.au. Available at: https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2017-Chapter-1.pdf [Accessed 30 May 2018].

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