Stay Ahead in 2024: Insights from We Are Social's 'Digital 2024 Australia' Report
Navigating the ever-evolving landscape of digital marketing can be daunting, but staying ahead of the curve is crucial for any business looking to thrive in 2024. The recently released 'Digital 2024 Australia' report by We Are Social is a treasure trove of data and insights, spanning 135 pages. To save you the time and effort, I've distilled the most striking trends and statistics from the report into this article. Regardless of your industry, these highlights will help you strategically leverage social media and digital marketing to propel your brand's success.
1. The Dominance of Mobile Usage
One of the most significant trends is the overwhelming use of mobile devices for internet access. In Australia, a staggering 96.4% of internet users access the web via their mobile phones. This mobile-first approach means that optimising your digital content and advertising for mobile devices is no longer optional—it’s a necessity.
Key Stat:
96.4% of internet users in Australia access the internet via mobile phones.
2. High Engagement with Digital Media
Australians are highly engaged online, spending an average of 6 hours and 14 minutes online daily, with nearly 2 hours dedicated to social media. This significant engagement underscores the importance of having a robust digital presence.
Key Stats:
Average time spent online daily: 6 hours 14 minutes.
Average time spent on social media daily: 1 hour 51 minutes.
3. The Rise of Video Content
Video content continues to be a dominant force in the digital world. An astonishing 87.5% of internet users in Australia watch video content online every week. This includes everything from music videos and comedy clips to live streams and educational content. Video’s high engagement rate presents a golden opportunity for brands to connect with their audience.
Key Stat:
87.5% of internet users watch video content weekly.
4. Social Media for Brand Discovery and Market Access
Social media platforms have evolved far beyond their original purpose of socialising; they are now pivotal for brand discovery and market penetration. A substantial number of internet users leverage social media to find inspiration and discover new products, making it an indispensable channel for building brand awareness and driving sales. Additionally, social media offers unparalleled access to large online markets.
Key Stats:
46% of users aged 16 to 64 use social media to find inspiration and information about brands and products.
Social media provides access to vast online markets. The table below illustrates the advertising audience of each major platform in Australia.
5. The Shift to 'Pay to Play' on Social Media
One of the most striking trends in the We Are Social report is the decline in organic reach and engagement on Facebook. Organic reach (posts/activity without paid promotion as opposed to paid advertising) on Facebook has dropped to just 0.26%, meaning only three out of every 1000 followers engage with a post from a page they follow. This underscores the shift towards a 'pay to play' model, where brands must invest in paid promotions to ensure their content is seen.
Key Stats:
Organic reach on Facebook: 0.26% engagement rate from page followers.
Implication: Brands need to invest in paid promotions to achieve visibility and engagement.
6. Dominance of Meta Platforms
Facebook remains the most used social media platform in Australia with 78.2% of internet users engaging with the platform each month. Users spend an average of 20 hours and 15 minutes per month on the platform. Contrary to popular belief, Facebook is not just for older demographics; it has a significant user base among younger age groups as well. Meta platforms, including Facebook, Instagram, and Messenger, remain the strongest advertising performers and reach higher proportions of the population between 18 and 44 years old. Instagram, another Meta platform, also shows significant engagement, with users spending nearly 12 hours monthly. Facebook is also the standout performer when it comes to driving traffic from social media to your website with 65% of web traffic referrals arriving via Facebook.
The rise of Meta’s What’s App platform globally is likely to strengthen Meta’s place
Key Stats:
78.2% of internet users in Australia use Facebook each month
Facebook users spend an average of 20 hours and 15 minutes per month.
Instagram users spend an average of 11 hours and 46 minutes per month.
Meta’s platforms reach higher proportions of the population aged 18-44.
65% of web traffic from social media arrives via Facebook.
7. TikTok's Growing Influence
TikTok has rapidly risen in prominence, boasting the highest average time per Android user of any social app, with 42 hours and 13 minutes per month. Its significant ad reach, now close to 10 million, and high volume of downloads and consumer spend highlight its importance in the social media landscape.
Key Stats:
TikTok users spend an average of 42 hours and 13 minutes per month.
TikTok’s ad reach is close to 10 million.
8. E-commerce and Online Shopping Surge
The digital landscape has reshaped retail, with a surge in online shopping activities. Notably, 52.8% of internet users aged 16 to 64 in Australia purchased a product or service online each week.
Key Stats:
52.8% of internet users aged 16 to 64 purchased a product or service online each week.
9. Digital Advertising and Influencer Marketing Growth
Australian digital advertising spend reached US$13.5 billion in 2023, with social media ads accounting for US$3.8 billion. Influencer marketing spend in Australia also increased by 15% to US$460 million, reflecting its growing importance in the digital marketing mix.
Key Stats:
Digital advertising spend in Australia: US$13.5 billion.
Social media ads in Australia: US$3.8 billion.
Influencer marketing spend in Australia: US$460 million.
Key Takeaways for Your Social Media Strategy
Optimise for Mobile: With 96.4% of internet users accessing the web via mobile phones, ensuring your digital content is mobile-friendly is crucial.
Invest in Video Content: Given that 87.5% of internet users watch video content weekly, incorporating engaging and informative videos can significantly boost your reach and engagement.
Leverage Social Media for Brand Discovery: Maintain a strong social media presence and utilise advertising to reach potential customers as 58% of users aged 16 to 64 use social media to find information about brands and products.
Understand the 'Pay to Play' Model: Recognise that organic reach on platforms like Facebook has dropped to 0.26%, necessitating investment in paid promotions to ensure your content reaches your audience.
Focus on User Engagement: Understand the platforms where your audience spends the most time and tailor your content accordingly.
Stay ahead of the curve and make the most out of your social media strategy by incorporating these insights into your marketing strategy for 2024/25.