Australia and Social Media : State of the Nation

jun. 18 2012

AIMIA and Sensis commissioned a report to investigate Australian's use of social media, and we've pulled out a few nuggets of information that you may find interesting.

• Facebook is a clear winner in the share of the social media space, with 97% of users having a Facebook profile. Twitter is embraced by a younger demographic , and has increased from 8% in 2011 to 14% in 2012. The interesting figure here is Google + and Twitter are both level in terms of market share. 
• If you've been considering setting up a blog, this may help you start writing! 68% of internet users actively read online reviews or blogs, and on average people would expect to read 5 reviews before making a purchase decision.
• It may come as no surprise that discounts are the most sought after items that consumers seek from businesses, with 64% of respondants saying they wanted that from brands or businesses they follow on Twitter or Facebook. 54% are looking for give-aways and a huge 48% are looking for product information, and 41% are seeking tips and advice.
• Clothing, travel and entertainment are the most commonly searched items on social networking sites, and 40% of users would end up making a purchase. Of those who purchase, 28% of them take their transaction offline.
• The second screen phenomenon is wriggling its way into homes across Australia, with 32% saying they're on social media while watching TV. It's not just reality shows that have people interacting online while watching TV – the most popular TV genre that social media fans are watching is news and current affairs at 42%. Reality TV comes in on the same level as sport at 31%. All three of these show types will embrace social media and integrate it as part of their programming even more than they currently are.
• Most social media users wait until they're out of work to unleash themselves on to their Facebook and Twitter accounts, with 30% using it at work, and a hardcore very honest 5% are using social media in the bathroom. 
• Laptops are the most popular way to access social media, with 69% favouring this way. Smartphone access is becoming more popular, with a shift change from 34% in 2011 to 53% in 2012. This opens up a fabulous opportunity for brands looking to engage with users while on the go.

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