Around 78% of Australians use social media, with about 20.9 million active users as of early 2025, though figures vary slightly by source and definition (total population vs. adults). This translates to roughly 8 in 10 people being on social platforms, with high usage across the population, particularly among adults (around 87% of those 18+).
Online vs offline Australians
> Nearly all (99%) continued to access the internet – the last increase was up from 90% in 2019. This was likely fuelled by the COVID-19-related lockdowns, where many Australians increased their online communications and access to internet services. >
The “state of digital” in Australia in 2025
There were 26.1 million individuals using the internet in Australia at the start of 2025, when online penetration stood at 97.1 percent. Australia was home to 20.9 million social media user identities in January 2025, equating to 77.9 percent of the total population.
TikTok has 8.5 million active users in Australia.
TikTok currently boasts 8.5 million monthly active users (and counting) in Australia, representing a significant portion of the country's population [1].
Key statistics
Gen Zers are the biggest social media users, with 98% saying they use some form of social media, higher than all other generations. YouTube is the most commonly used social media platform by Gen Z, with 84% saying they had used it recently, followed by TikTok (61%).
The 30-30-30 rule for social media is a content strategy dividing posts into three equal parts: 30% about your brand (promotions, behind-the-scenes), 30% featuring others (curated content, UGC, partners), and 30% for fun/engagement (memes, polls, educational content), with a potential extra 10% for spontaneous, real-time interactions. It emphasizes balancing promotional posts with building community and providing value, ensuring your brand feels human and connected rather than overly salesy.
Social media usage remains highest among:
The most commercially active cohorts are 25–54. Usage among older Australians has stabilised at high levels rather than declining. Age alone is no longer a reliable indicator of platform behaviour.
In general, you'll want to aim for 50% of your posts to engage, 30% to inform, and 20% to promote. Keep reading to learn about the different types of posts and why the 50-30-20 rule is a good guide to follow.
Well the short answer is yes, absolutely. Creators of all sizes are figuring out how to turn their TikTok accounts into $$$. From nano and micro-influencers to full-blown internet celeb status, there are real ways to cash in if you attract an audience.
No, Australia is not 90% white; while a large majority identify with European ancestry (around 76-80% in recent years), a significant and growing portion identifies as Asian, African, Middle Eastern, or Indigenous, making it a highly multicultural nation with diverse ethnic backgrounds, not overwhelmingly white. Recent census data shows European ancestry (English, Irish, etc.) makes up a large chunk, but Asian ancestries are also substantial, with over 17% Asian population and around 3.8% identifying as Aboriginal or Torres Strait Islander, per the 2021 census data from Wikipedia.
The 5-5-5 rule in social media has a few variations, most commonly focusing on engagement (like 5 posts, comment on 5, within 5 minutes) for building relationships, or a content strategy (5 curated, 5 original, 5 promotional posts) to balance value and sales, ensuring your audience gets diverse content without being overwhelmed by ads, say this LinkedIn article and this article from Prontosys.ae. Both aim for consistent, valuable, and manageable social media presence, according to this article from writersfunzone.com.
Social Media Usage Stats
With more than 2.5 million Australians not using the internet,1 digital exclusion has now become a greater driver of inequality than ever before.
What's messaging like in Australia today? As of June 2025, there are 13 million active WhatsApp users in Australia. It's harder to pin down a definitive percentage of Australians using SMS because SMS is baked into every mobile plan. That said, it's still extremely relevant.
The 5-3-1 rule on Instagram is a daily engagement strategy to boost visibility and grow your account: Like 5 posts, leave 3 thoughtful comments, and follow 1 new, relevant account, ideally done each time you post or as a regular routine to build genuine connections and attract followers who are truly interested in your niche. It's about consistent, human-like interaction rather than just posting.
This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let's take a closer look at how you might use the 4-1-1 rule.
Out of 10 social media posts: Five should be content from others, relevant to your audience. Three should be content from you, relevant to your audience (but not directly promoting yourself or your business) Two should be more personal, something non-work-related to help humanize yourself and/or your brand.
The Top 10 Australian YouTubers
The odds of living to 80 in Australia are very high, with life expectancy around 81 for males and 85 for females, meaning many people will pass 80, and data from the early 2020s shows around half of men will reach 80, while women generally exceed it, with recent statistics indicating about 30% of men (and more women) reach their 90s, showing strong longevity trends for older Australians.
The top issues for Australian youth today center around severe financial stress (cost of living, housing), significant mental health challenges (anxiety, isolation), and deep concerns about climate change, with violence/safety also rising, according to recent major surveys. These issues profoundly impact their daily lives, affecting well-being and future prospects, despite resilience and hope for change.
The 5-5-5 rule in social media has a few variations, most commonly focusing on engagement (like 5 posts, comment on 5, within 5 minutes) for building relationships, or a content strategy (5 curated, 5 original, 5 promotional posts) to balance value and sales, ensuring your audience gets diverse content without being overwhelmed by ads, say this LinkedIn article and this article from Prontosys.ae. Both aim for consistent, valuable, and manageable social media presence, according to this article from writersfunzone.com.
The Social Media Battle Ground: Biggest Competitors of Facebook
According to The 2025 Sprout Social Index™, 89% of Gen Z social media users are on Instagram, 84% are on YouTube and another 82% are on TikTok, making these platforms the most popular for Zoomers.