Thursday, 23 May 2019 11:54

17m Australians use Facebook in average four-week period

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17m Australians use Facebook in average four-week period Pixabay

Nearly 83% of the population of Australia above the age of 14 — 17.1 million people — uses the social media site Facebook during an average four weeks, the research agency Roy Morgan says, adding that this figure has grown by 4.2 million, or 32.4%, from 2015.

YouTube was second with 15.3 million visitors, an increase of more than 3.5 million since 2015.

But Instagram and Pinterest, both primarily image-sharing sites, had shown much faster growth over recent years, Roy Morgan said, pointing out that Instagram had more than eight million visitors in an average four weeks, a rise of more than 5.6 million (238%) from 2015.

For Pinterest, the number of visitors was about 7.3 million, an increase of 4.6 million or 174.3% in the last four years.

All figures were based on single-source interviews with more than 50,000 Australians over the 12 months to March 2019 and compared to March 2015.

roy morgan bs

The figures showed that Twitter now had 6.6 million visitors from Australia in an average four weeks, a rise of three million. The Microsoft-owned LinkedIn had 4.9 million visitors (up 1.4 million or 40.9%) while Reddit enjoyed the patronage of 2.9 million (up 1.2 million or 71%).

Facebook had strong representation among all five age groups: generations X, Z, and Y, baby boomers and pre-boomers. Among Generation Z, YouTube use was much more.

Roy Morgan chief executive Michele Levine said: "Although Instagram and Pinterest are undoubtedly the ‘hottest’ social networks in Australia for attracting new users, the two are attracting different audiences.

"Instagram appeals strongly to a younger audience with 68% of Generation Z and 52% of Generation Y using Instagram in an average four weeks. The two youngest generations are over 70% of Instagram’s total users.

“In contrast only 33% of Generation Z use Pinterest and the highest penetration of Pinterest users is found with Generation X of whom 40% use Pinterest. The majority of Pinterest’s users (53%) are in the three older generations of Pre-Boomers, Baby Boomers or Generation X."

Graphic: courtesy Roy Morgan

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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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