Research conducted by Tumblr into the ‘Status of Social in 2015’ reveals some interesting facts.
The 12.8 million social media users represent 67% of the total Australian online population – extrapolated that is over 19 million people with an internet presence.
Out of a nation of about 24 million - taking into account young children and elderly non-computer users - that is pretty good. The social media market is becoming saturated and will continue to grow at a similar rate as population growth. Ergo, users are becoming more discriminating.
While 72% use social media daily – almost to the point of addiction - an amazing 93% (cumulative) use it more than once a week. This ranges from ‘snack sessions’ to ‘indulgence’ and each social media channel has different characteristics.
Key times of access are wake up (45%) and evening and bed (40/41%). Other interesting figures include:
- 20% access it while commuting
- 32% during work
- 27% during coffee breaks
- 23% at lunch
Access devices include:
- 70% mobile phone
- 52% desktop or laptop
- 34% tablet
- 28% via other means
91% cite interesting content as the highest priority but content that appeals to me, high quality content, and creative content are not far behind.
Max Sebela from Tumblr said, "Our new Social Norms report shows just how much our behaviours are changing online. Australians have moved away from using social media as a way to connect with their loved ones, and are increasingly using these channels as an identity construct. The value placed on individual online personas is higher than it has ever been before, proving that the influential power of social media is only on the rise."
For 91% of Australians, the main priority is finding and sharing content that aligns with their personality, and more than three quarters share content with their networks in a bid to express their creative identity. Whilst Aussies are sharing what they love most, the report reveals that we're not sharing content solely for the benefit of our networks.
In fact, we are extremely narcissistic, and 63% of those surveyed said they prefer using their online presence to create a 'highlights reel' of their life, showcasing the best version of themselves in favour of maintaining valuable connections with family and friends. The research also revealed just how much we care about our presence on social; over a third of Tumblr users reported feeling 'cool' by just being a part of the platform.
Max continued, “Tumblr users are searching for interesting content that shows off an element of their personality. Tumblr is very creative and features beautiful content across so many different interest areas so it’s no surprise our users are spending their time indulging in their passions, from fashion to food, politics to pop culture, on our network. It’s not just about creating but curating beautiful content that speaks to your personal identity.”
We've become so conscious online that a carefully selected like, comment or share is now akin to a public announcement of our thoughts and feelings. We're also picky about what our online activity says about ourselves; 61% of Australians surveyed will only engage with content they love or are truly passionate about.
There are a whole lot more cool facts in Tumblrs report – I think you get the drift.
The report also covers what that means to brands – the subject of another article.
I finish on this note: