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Social Media Statistics Australia – October 2012

on October 31, 2012 | Australia | Comments (0)

Happy Halloween. Now we have that out the way let’s look at the most popular social networking websites in Australia over October 2012.

For the past couple of month’s figures have been fairly static across the board, but we are still seeing some networks experiencing strong growth – mainly Instagram and to some degree Pinterest.

We are now also using data from reputable web analytics firms Quantcast and Comscore to help confirm the estimates we are reporting.

Every month we measure the stats in the following order of importance: 

1. Number of Active Australian users going to that particular social network each month.
2. Number of Unique Australian Visitors (UAVs) going to that social network each month
3.  Total Australian User numbers reported by that particular social network (not necessarily active users).

Social Media Statistics Australia – October 2012

1. Facebook – 11,500,000 Australian users/accounts (steady - as reported by Facebook Australia Chief, Liam Walsh).
2. YouTube – 11,000,000 UAVs (steady)
3. Blogspot – 3,700,000 (down 100,000)
4. WordPress.com – 2,900,000 (steady)
5. Tumblr – 2,900,000 (steady)
6. LinkedIn – 2,400,000 (up 200,000)
7. Twitter – 2,114,000 Active Australian Users (steady, below formulae/ calculation).
8. Instagram – 1,510,000 Active Australian Users (steady) – using Facebook estimate, see calculation below.
9. TripAdvisor – 960,000 (steady)
10. Flickr – 800,000 (steady)
11. Pinterest – 650,000 (up 10,000)
12. MySpace – 390,000 (steady)
13. Google Plus – approx 377,500 (see calculation below).
14. Yelp – 200,000 (steady)
15. Reddit – 150,000 (steady)
16. StumbleUpon – 100,000 (steady)
17. Digg – 50,000 (down 15,000)
18. Foursquare – 53,000 (down 5,000)
19. Delicious – 30,000 (steady)

* All figures above are UAVs unless otherwise stated.

Facebook in Australia

According to the Australian Bureau of Statistics (ABS) the Australian population is 22,798,149.

Facebook has 11,500,000 Australian users.

This means approximately 50.4% of the total Australian population is signed up to Facebook. Consider that those under 13 years of age are technically not allowed to use the service.

This figure has been continuing to climb over 2012.

Instagram User number Calculation

For a long time the Australian Facebook population was about 1.51% of the total global Facebook user base. If we use this metric to work out how many Australian Instagram users there are:

1.51% of 100 million users globally = 1,510,000 Australian Instagram Users. There is no doubt this service is getting a lot of attention in Australia and we haven’t heard from Facebook any recently updates figures past 100 million global users.

Twitter User number Calculation

Twitter has reported that they have 140 Million Active users globally. If we use the same formulae as Facebook whereby 1.51% of the global population are Australian users – this equates to Twitter having 2,114,000 Active Australian Users.

Twitter hasn’t released any new stats for a couple months, and their ‘Twitter Australia’ Twitter Account has no interest in sharing any specific stats.

Google Plus user number Calculation

Google recently reported that they have 100 million monthly active users on Google Plus. This is actually down on previous figures reported of 150 million active users. Using the Facebook formulae of 1.51% of the total audience being Australian – this simple calculation means there are 1.51 million Australian’s as active users on Google Plus. From my experience and research this level of users is far too high and the true figure would be around 1/4 of this number – 377,500.

Average Time per Visit 

1. Facebook - 27 minutes 50 seconds
2. YouTube – 21 minutes 16 seconds
3. Reddit – 15 minutes 58 seconds
4. Twitter – 9 minutes 17 seconds
5. Tumblr – 8 minutes 17 seconds 
6.
 Pinterest - 8 minutes 17 seconds
7. LinkedIn - 7 minutes 41 seconds
8. StumbleUpon - 5 minutes 46 seconds
9. Flickr – 5 minutes 10 seconds
10. Blogspot - 4 minutes 38 seconds
11. TripAdvisor - 4 minutes 18 seconds
12. WordPress.com – 3 minutes 50 seconds
13. Delicious – 3 minutes 15 seconds
14. Foursquare - 2 minutes 56 seconds
15. MySpace – 2 minutes 51 seconds
16. Yelp – 2 minutes 34 seconds
17. Instagram – 1 minute 57 seconds
18. Digg – 1 minute 47 seconds
19. Google Plus – no data.

Key Points to Note:

  • Facebook, Twitter and LinkedIn maintain their user base in Australia.
  • Pinterest growth has almost halted
  • Instagram is still growing strong and as soon as we can bring you updated figures, we will.
  • We have adjusted our data for WordPress.com and Tumblr. There was a large discrepancy between Adplanner and Quantcast. It looks like Quantcast data is actually more accurate. Blogging and blog consumption in Australia is high and both these sites now compete closer with blogger.com.
  • A large amount of users are leaving Digg.com after their sale and redesign by the new owners.

Feel free to share and post our stats on your site – please note Creative Commons License CC BY-ND 3.0 in use.

Stats courtesy: Quantcast, Comscore Google Ad Planner tool, Google Trends, Google Insights, Facebook Self-Serve advertising tool, Alexa & Official Facebook representatives. Figures correct as of 31/10/12.


David Cowling : Editor and Founder of SocialMediaNews.com.au. I also run a Social Media Agency where I do consulting work and another blog dedicated to Instagram news. Connect with me: Twitter | LinkedIn | Google + or contact me here. Alternatively, you can send me an email at david@socialmedianews.com.au











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