Social Media Statistics Australia – January 2017

on February 1, 2017 | Australia | Comments (17)

Readers please note: On the 1st of every month we post a new social media report, the below report is not our latest figures. Please see here the most up to date report.

Over the summer months in Australia we generally see an uptick in social media activity as people take time off work and school to enjoy the summer holidays.

Selfies at the beach, photos with family and friends and getting outdoors gives us plenty of reason to post more content to social media sites.

It is also a time where new users sign up to social networking sites as a result of the increased activity by existing users.

Facebook has also since an increase, now up to 16 million active Australian users. The questions is how many more can they get?

Social Media Statistics Australia - January 2017

1. Facebook – 15,000,000 users
2. YouTube – 14,800,000 UAVs
3. – 5,150,000
4. Instagram – 5,000,000 Monthly Active Australian Users (Facebook/ Instagram data)
5. Snapchat – 4,000,000 DAILY Active Australian Users (Snapchat data)
6. Tumblr – 4,000,000
7. LinkedIn – 3,600,000
8. WhatsApp – 3,100,000 Active Australian Users (30% increase since 2015)
9. Twitter – 2,800,000 Monthly Active Australian Users approx
10. TripAdvisor – 2,800,000
11. Tinder – 2,000,000 Australian users (my estimation)
12. Blogspot- 1,700,000
13. Yelp – 1,550,000
14. Flickr – 500,000
15. Pinterest – 280,000
16. Reddit – 100,000
17. MySpace – 80,000
18. Google Plus – 60,000 monthly active Australian users approx (my estimation *revised*)
19. StumbleUpon – 39,000
20. Foursquare/Swarm – 11,000
21. Digg – 10,000
22. Periscope – 9,000
23. Delicious – 8,000

(All figures represent the number of Unique Australian Visitors [UAVs] to that website over the monthly period – unless otherwise stated above).

Australian Facebook Users As A Percentage Of The Total Population

According to the Australian Bureau of Statistics Population Clock there are approximately 24.3 million Australians.

Facebook’s recent data shows there are now 16 million active Australians on Facebook.

Therefore approximately 60% of the total Australian population is an active Facebook user. This is a huge number.

Penetration of the Australian Population


  • 6 in 10 Australians use Facebook, almost 7 in 10 Australians
  • 1 in 2 Australians use YouTube
  • 1 in 5 Australians use Instagram
  • 1 in 6 Australians use Snapchat

Key Points to Note:

  • 65.8% of the total Australian population is an active monthly user on Facebook.
  • 1 in 6 Australians are a Daily User on Snapchat.
  • Over the year we have seen both Instagram and Snapchat grow their Australian user base considerably.
  • Twitter has experienced stagnant user growth over the past 2 years and has a considerable churn rate of new users signing up but then never using the service.
  • TripAdvisor has seen a slight increase over the month as the summer period entices people to holiday and travel.

Contribute data – Do you have any of your own research from your work or social media agency than can help us with our Australian stats? Feel free to contact us and share your information. Otherwise feel free to leave a comment below and if suitable we will include this data in our reports.

Latest statistics – every month we post a new report with the latest statistics in Australia, view our archive to find the most up to date information.

Want to source our stats/ copy and paste them onto your website? Our work is licensed under Creative Commons License CC BY-ND 3.0.

You are welcome to copy and paste our data, just include the following text and links at the start or end of your article:


Statistics compiled by for January 2017. Stats and research produced by the Vivid Social – Social Media Agency. Figures correct as of 31/01/17.

David Cowling : Editor and Founder of 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

  • Joey

    Hi, i wonder what is the no.of wechat users in Australia? Just want to find out if is worth setting this up to target the Chinese consumers.

    • Roy Xie

      Hi Joey, there are 2.5M to 3M wechat users in Australia. And the number of users is increasing very quickly. Love to talk more about how to target the Chinese people on WeChat.

  • These stats are my favourite part of the month! 🙂

  • Hester Stuart

    Great article! We are wondering if we should include WeChat and Weibo to our social media strategy. Can you share the number of active Australian users on these channels as well?

    • Pamela Joy Crawford

      Hi Hester, Weibo’s important if your target market includes people from China or influenced by Chinese networks of people. WeChat is harder to penetrate due to the ‘walled garden’ environment and most marketers are still trying to work out what a good social media strategy looks like in messenger apps. But it looks like it is the future so we should start thinking about it and look to activity from brands who are in the messenger space. No doubt many brands will get it wrong at first – it’s more private than public and there will be an art to getting it right. Good luck 🙂

      • Hester Stuart

        Thanks Pamela, sounds like it’s Weibo all the way! Best Hester

    • Roy Xie

      Hi Hester,
      some official stats from Weibo & WeChat.
      Weibo: 30K-40K active users out of 1.2M users in Australia
      WeChat: 2.5M – 3M with 62% of them are Chinese speaker
      Hope it will help

      • Hester Stuart

        Thank you Roy – you’re a mine of information as I’ve really not been able to find any reported stats. Can you share where these figures are from? Many thanks once again, they’re a great help best Hester

        • Roy Xie

          Hi Hester, unfortunately i don’t think those data haven been published to anywhere yet. We collected the data from campaigns for our clients in Australia as we work closely with Weibo & WeChat as a Chinese digital agency.

          • Hi Roy, thanks for the stats you’ve provided. Are you happy for us to include this data in our monthly reports?


          • Roy Xie

            Hi David,

            Can you please contact me via email regarding this matter?
            Thanks Roy

          • Hester Stuart

            Thanks for this Roy!

  • Jason Echo

    Question; those Facebook numbers, are they inclusive of the FB messenger app? or is there a separate figure for that?

    • David Cowling

      Inclusive of FB messenger users

  • Noel Wilson

    There was an Aussie social media site a few years back. They were centred in Sydney. Anyone remember

    • David Cowling

      Was it Auspal?

      That was one of the first social networking sites in Australia.

  • Marija Juric

    Love your work guys! Is there a number of how many Indians in Australia use facebook?