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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, broadband infrastructure and mobile phones and tablets. 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. In 2013, recent newcomers include Instagram, Pinterest, Pheed, the relaunch of MySpace, or addins for Twitter such as Vine. The social media market becomes awash with older social media applications that include Facebook, Twitter, YouTube, Wikipedia, Foursquare and LinkedIn. Users have so many choices and then decide what is deemed essential and nice to use.

By mid-2013 the number of users from Australia that use social networking sites continues to grow. More than 11.5 million Facebook users, 2.2 million twitter users and 4.1 million LinkedIn users sees some of these sites accessed several times a day by some. 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 also 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, on going developments and crowd-sourced campaigns.

Companies covered in this report include:

Google, Facebook, YouTube, Twitter, LinkedIn, Foursquare, MySpace, Pinterest.


1. Synopsis
2. Social networks market summary
3. Social network trends in Australia
3.1 Social media addiction
3.2 Seniors social media usage increasing
3.3 Social networking sites used to screen job applicants
3.4 Social TV – content delivery of the future
4. Key social networks
4.1 Introduction
4.2 LinkedIn
4.3 Twitter
4.3.1 Overview
4.3.2 7 million tweets a day
4.3.3 EventWatch
4.4 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 The power of mobile media campaigns
7. Incorporating social media
7.1 Building lifelong customer relationships
7.2 The organisation or group challenge
8. Conclusions and trends
9. Related reports
Table 1 – Snapshot of top social networking sites in Australia – 2010 - 2013
Table 2 – Estimated social networking members by major sites in Australia – 2010 - 2013
Table 3 – Use of social media sites in Australia – 2011 - 2012
Table 4 – Business investment in social media sites in Australia – 2012
Table 5 – Worldwide social network advertising spending – 2008 - 2016
Exhibit 1 – Foursquare
Exhibit 2 – LinkedIn at a glance – March 2013
Exhibit 3 – Examples of Web 2.0 developments

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