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Australia - Digital Media - Social Networks


Attention: There is an updated edition available for this report.

Social media developments are fascinating and exciting. They show the great potential of the new communication and information tools that are becoming available thanks to the internet, Web 2.0, email and broadband infrastructure. However, for these new social media tools to succeed, they need to be fully and totally integrated into our daily communication.

Popular social media sites have come and gone over the last five or years as users trend to new features that allow us to experiment and connect. By mid-2011 sites such as Facebook, Twitter, YouTube, Wikipedia, Foursquare, LinkedIn and newcomer Google+ are all attracting our attention.

By early-2012 the number of users of the social networking sites continues to grow, with over ten million Facebook users, 1.8 million twitter users and 3 million LinkedIn users in Australia. This rise in users continues the trend from 2009 where Australians interacting with brands via social networks jumped by more than 60%. Increased use of mobile broadband through mobile devices is driving consumer uptake with many businesses now investing in social media and also expecting a return.

This report includes BuddeComm’s assessment of social media as a communication tool and includes information on some of the most prominent social media sites, including broad statistics both Australian based and global trends.

Key developments:

Social media, users, rankings.

Companies covered in this report include:

Google, Facebook, YouTube, Twitter, LinkedIn, Foursquare, Wordpress, Mashable, MySpace, Specific Media, NewsCorp.


1. Synopsis
2. Social networks market summary
3. Social Network trends in Australia
3.1 Social media addiction
3.2 New generations survey
3.3 A growing market
3.4 Australian employers use social networking sites to screen applicants
3.5 Tweens taking up the technology challenge
3.6 Small business not using social media
4. Key social networks
4.1 Introduction
4.2 Facebook overtakes Google
4.3 LinkedIn
4.4 Twitter
4.4.1 Overview
4.4.2 7 million tweets a day
4.5 MySpace
4.6 YouTube
5. Statistical overview
5.1 The increasing influence of social networks – to online sales
5.2 Sharing, shouting and researching
5.3 Use of social networks
6. Mobile social networking
6.1 Smartphones and LBS leading the surge
6.2 The power of mobile media campaigns
7. Personal social networks
8. Incorporating social media
8.1 The organisation or group challenge
8.2 Crowdsourcing
9. Conclusions and trends
10. Related reports
List of Tables and Exhibits
Table 1 – Top social networking sites in Australia – 2009 - 2012
Table 2 – Estimated social networking members by major sites in Australia – 2007; 2010 - 2012
Table 3 – Use of social media sites in Australia – 2011
Table 4 – Business use of social media sites in Australia – 2011
Exhibit 1 – LinkedIn at a glance – March 2012
Exhibit 2 – Foursquare
Exhibit 3 – The Obama campaign
Exhibit 4 – Examples of Web 2.0 developments

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