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15 quick facts from the Yellow Social Media Report 2018

By Adam Fraser

The Yellow Social Media Report 2018 has been released. It’s a report I look forward to as, as I have previously discussed in 2017, 2016 and 2015, there are lots of stats about global social media usage, but limited stats specific to Australia. Previously branded as the “Sensis Social Media Report” this year Yellow get the naming rights for what is, in my opinion, Australia’s preeminent report on social media usage and habits.

1,516 Australian consumers were sampled this year (increasing from 800 in the prior year) with the survey shifting from a telephone to online methodology. For the purposes of the report, the term social media refers to platforms such as Facebook, Google+, LinkedIn, Twitter, Instagram, as well as online blogs and online rating and review mechanisms. A separate report covered business use of social media.

There are stats and insights aplenty from the report, but here are 15 highlights for those without the time to read all 47 pages of the detailed document:

  1. Almost nine out of ten Australians are now on social media. Penetration is up to 88% (from 79% in 2017 and 69% in 2016) of Australians, an incredible growth rate when many would possibly assess social as having hit maturity,
  2. Sixty percent of Australians use the internet more than five times a day. The average number of internet-enabled devices owned is 3.5.
  3. Smartphone penetration is 87% which compares with 76% for laptops, 59% for tablets and 52% for desktop computers.
  4. The two most popular times for social networking are in the evening (61%) and first thing in the morning (59%).
  5. The top four reasons users highlighted for social networking are to catch up with family and friends (85%), to share photos or videos (46%), for news and current affairs (36%) and to watch videos (32%).
  6. Nearly all social media users access it at home (94%) with the lounge or living room (78%) and the bedroom (58%) being the two most popular areas of the house where people use it. The toilet was mentioned by 20%!
  7. Almost two-thirds use social media while watching TV and this occurs across a range of genres with news, current affairs and reality shows mentioned most. Almost one in three discuss the program on social media whilst viewing. Only 5% primarily watch free-to-air TV replays via social media.
  8. More than nine in ten (91%) social media users are on Facebook, accessing the site 37 times a week for 16 minutes each time on average. This translates into an average of nearly 10 hours a week on Facebook (same as indicated in the 2017 survey).
  9. Facebook Messenger is used by 79% of social media users, 28% have used Facebook Live to watch live or recently recorded videos with 9% publishing their own live video. Forty-four percent have published videos or pictures via the story function on Facebook (35%), Snapchat (16%) or Instagram (16%).
  10. YouTube is the second most popular social media site with usage at 53% ahead of Instagram (39%), Snapchat (23%), LinkedIn (22%), Pinterest (22%), Twitter (19%) and Google+ (13%).
  11. Users of Instagram and Snapchat access these sites almost as much as Facebook users access that site – respectively 33 and 36 times weekly on average. Instagram users have many more friends, contacts or followers than Snapchat users – 241 on average compared to 93.
  12. The proportion of users follow a social media group associated with a brand or business is 44% (Instagram 44%, Facebook 39%); the types of brands most likely to be followed operate in the fields of holidays/travel/accommodation, entertainment, music and movies/TV shows. The benefits most desired by those who follow brands or businesses are discounts (62%) and giveaways (51%).
  13. Social media consumers are inclined to believe it impacts negatively on their privacy, sleeping, concentration, productivity, patience, grammar and spelling.
  14. Twenty-three percent use social media for retail research. Items most likely to be researched via social media are movies / TV shows (66%), holidays / travel / accommodation (65%), entertainment (63%) and clothing / fashion items (60%).
  15. Over two-thirds of consumers read online reviews and blogs (68%) averaging eight before making a purchase decision.

This is a thorough, professional and comprehensive piece of research on the Australian social media landscape. Having prepared the research since 2012, it is also a good indicator of trends over time. Well worth a read and a great reference doc.

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Report highlights podcasting growth in Australia

By Adam Fraser

There is certainly no shortage of data, analysis and reporting into media and marketing trends globally but Australian specific data can be trickier to access (hence my appreciation for the annual social media report from Sensis which is Australian specific).

Accordingly, I was delighted to stumble across some quality Australian data into podcasting trends, just released by the ABC. The report unequivocally showed that more Australians are tuning into podcasting.

The second annual Podcast Research Survey from the ABC is a tremendous piece of research for anyone trying to deep dive into podcasting trends and habits in Australia.

Some of the key take-aways were:

  • Podcast awareness is high in Australia, with 89% of Australians 18-75 claiming to be aware of podcasts.
  • Just over half of Australians 18-75 claim to have tried listening to podcasts. This is highest among 25- 34s (76%) and lowest among 50-75s (40%).
  • 16% of Australians have listened to a podcast in the last week, while 29% have listened to a podcast in the last month.

Other highlights were:

  • A 56% increase in podcast listening compared to the prior year, with growth highest amongst females and 14-34 year olds.
  • Weekly Podcast listeners are highly engaged, claiming to have listened to an average of six podcast episodes and four podcast series per week.
  • The average time spent listening to a podcast episode is 48 minutes for weekly podcast listeners who commit beyond the first five minutes.
  • The smartphone is increasingly the device most often used for listening to podcasts, at 62 per cent of podcast listeners.
  • Whilst the home remains the most common location for podcast listening, the report showed seen year on year growth in podcast listening in a car/truck/taxi

As long time readers of this blog will know, I am massively bullish on podcasting and a passionate consumer (as well as producer) of podcasts. In my recent podcast with marketing professor Mark Ritson we discussed the importance of market orientation, and marketers not assuming ‘they are the audience’. This report, however, confirms that in this case I am not alone! Australians are jumping on board the podcast train in increasing numbers.

I wouldn’t expect this trend to disappear anytime soon. Thanks to the ABC for producing this important annual research.

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12 key facts from Sensis Social Media Report for 2017

By Adam Fraser

The Sensis Social Media Report for 2017 has been released. It’s a report I look forward to as – as I have previously discussed in 2016 and 2015 – there are lots of stats about global social media usage, but limited stats specific to Australia.

Sensis surveys 800 consumers and 1100 businesses in Australia about their social media usage across a broad range of metrics; the final reports are comprehensive, this year split into separate reports for the findings on consumers and businesses.

There are stats and insights aplenty from the report, but here are 12 highlights for those without the time to read all 56 pages of the whole document:

  • Almost eight out of ten of Australians are now on social media. Penetration is up 10% to 79% (from 69% in 2016) of Australians, an incredible growth rate when many would possibly assess social as having hit maturity.
  • The age splits are fascinating, with social almost universal amongst 18-29 year olds (99% penetration) compared to 40-49 year olds (86%) and 65+ (47%).
  • A new question this year showed the growing importance of messaging platforms, with 88% of social media users also using messaging; Facebook Messenger was the dominant platform of choice with 81% of users; surprisingly WhatsApp penetrated only 18%.
  • Mobiles are the most popular device (81% own v 76% last year), having eclipsed laptops (59% own v 70% last year) – accordingly, social networks are most often accessed via a mobile device (81%) versus a laptop (30%) and tablet (25%).
  • 59% of social media users check social networks daily (up from 50% last year), with 35% (up from 26% last year) checking in more than 5 times per day.
  • Facebook is by far the most popular social network with 94% of users accessing it; by comparison penetration for Instagram is 46% (up from 31% last year), Snapchat 40% (up from 22%), Twitter 32% (up from 19%) and LinkedIn 18% (down from 24%) .The growth in Twitter and the decline in Linkedin were notable.
  • Snapchat users are the most frequent users of any platform (41.7 times/week versus 25 times/week for Facebook); next ranked are Twitter (39.6 times/week) and Instagram (37.7 times/week)
  • The average number of friends/contacts on each of the platforms is Facebook (234), Twitter (260), Instagram (258), LinkedIn (199), Google Plus (59) and Snapchat (53) – an average total of 469 across all 6 platforms (increase vs 409 last year).
  • 68% of mobile users access social networks via an app only compared to only 9% using a website only (23% use both).
  • 35% of users are on social media while watching TV, with the 40-49 year old demographic the most likely to do this and 18-29 year olds the least likely.
  • The primary reason (by some distance) people are on social media is to “catch up with family and friends” (89%) – something brands always need to remember! – with sharing photos/videos (57%) and watching videos (43%) the next most common reasons.
  • 16% of users use social media to research a product prior to purchase – the most popular products researched were electrical goods, furniture and clothing/fashion.

A hugely comprehensive piece of research on the Australian social media landscape, and having prepared the research since 2012, a good indicator of trends over time. Well worth a read and a great reference doc.

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12 Australian Social Media Trends from Sensis 2016 Report

By Adam Fraser

The Sensis Social Media Report for 2016 has been released. It’s a report I look forward to – as I have previously discussed, there are lots of stats about global social media usage, but limited stats specific to Australia.

Sensis surveys 800 consumers and 1100 businesses in Australia about their social media usage across a broad range of metrics; the final product is a comprehensive 71 page report.

There are stats and insights a plenty from the report, but here are 12 highlights for those without the time to read the whole document:

  • Nearly three quarters of Australians are now on social media – this is not a fad! Penetration is flat at 69% of Australians, but those on social media are using it more frequently
  • Australians now spend more than half a day per week (12.5 hours) on Facebook alone, a significant rise from 4 hours last year
  • Business participation on social media is growing with 48% of SMBs (31% last year) and 79% of large businesses (56% last year) having a presence on social
  • Mobiles are now the most popular device (76% own), having eclipsed laptops (70% own) – accordingly, social networks are most often accessed via a mobile device (72%) versus a laptop (39%) and tablet (30%)
  • 50% of social media users check social networks daily, with over 25% checking in more than 5 times per day
  • Facebook is by far the most popular social network with 95% of users accessing it; by comparison penetration for Instagram is 31%, LinkedIn 24%, Snapchat 22% and Twitter 19%
  • Whilst Twitter’s penetration ranks behind the other networks, those on Twitter use it the most frequently of any platform (35 times/week versus 32 times/week for Facebook); 47% of Twitter users tweet most days compared to 22% a year ago
  • The average number of friends/contacts on each of the platforms is Facebook (272), Twitter (257), Instagram (234), LinkedIn (131) and Google Plus (43) – an average total of 403 across all 5 platforms
  • 74% of mobile users access social networks via an app compared to only 14% using the website
  • Around 40% of users are on social media while watching TV, with the 40-49 year old demographic the most likely to do this
  • The primary reason (by some distance) people are on social media is to “catch up with family and friends” – something brands always need to remember!
  • 14% of users use social media to research a product prior to purchase – the most popular products researched were travel, clothing and electrical equipment.

A comprehensive piece of research on the Australian social media landscape, and having prepared the research since 2012, a good indicator of trends over time.

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10 Interesting Stats from the Sensis Survey on Australian Social Media

By Adam Fraser

With the major social networks all residing overseas, it can be challenging to source Australian specific social media data.

Hence my delight at the smörgåsbord of information packed into the recently released  Sensis Social Media Report – How Australian people and businesses are using social media.

I encourage you to dive into the full report if you love your data, but for those without the time to review 65 pages, here are some key highlights:

  • Australian businesses are still lagging underlying media usage trends: while 68% of consumers use social media sites (50% check social media every day rising to 79% of 18-29 year olds), only 33% of businesses have a social media presence. This misalignment is consistent with a trend highlighted in the Mary Meeker Internet Trends Report 2015. Of the 32% of consumers who don’t use social media, the results are heavily skewed to the over 50s; only 15% of 18-29 year olds said they never used social
  • A lack of maturation is still evident in business use of social media, with 80% of SMEs and 37% of large businesses having no social media strategic plan, and  only 16% of SMEs and 29% of larger enterprises measuring the ROI on their social efforts
  • Facebook dominated usage of the surveyed consumers with 93% using this platform followed by LinkedIn (28%), Instagram (26%), Google+ (23%) and Twitter (17%). (the Google+ number definitely surprised on the upside and Twitter perhaps on the downside). The use of visual platforms (Instagram, Snapchat, Tumblr) skewed heavily to the under 30s
  • The most common times for Australians to be checking social media is first thing in the morning (45% of users) and last thing at night before bed (41% of users)
  • The typical Australian user spends 8.5 hours per week on Facebook; interestingly in terms of the length of individual user sessions on each network, Pinterest had the highest result, showing what an engaging platform it is (and consistent with global analysis)
  • Smartphones remain by far the most popular device for checking social networks, with 70% using a smartphone, followed by laptop (52%) and tablet (34%); 75% access the sites via only via an app, versus only 14% checking via only the actual website
  • Something that should be obvious but is often misunderstood was emphasised by this report: 92% quote “catching up with family and friends” as a reason for using social media (ie the social bit) vs 20% who said they use social to “follow brands to access offers and promotions” (as I previously discussed brands should primarily be listening not shouting in this environment)
  • In terms of what consumers want from brands on social, an interesting stat was that 34% said “nothing”. I would interpret this as a “speak when you are spoken to” sentiment – if consumers want something from a brand they will ask. A somewhat startling 55% of consumers said they take no notice of ads on social media sites, while 72% ignore sponsored posts
  • Encouragingly, the most common use for businesses to be on social is to have a 2 way communication system (67% of SMEs, 84% large businesses). The trend for businesses of all sizes to use social media to advertise is noticeably increasing with nearly half of large businesses paying to advertise on social (Facebook by far the most popular platform)
  • Very few Australian businesses outsource their social media management with 90% managing in house (most typically the marketing department)

The take out from the take outs – Facebook dominates thinking across the board, many businesses have a way to go before truly maturing their social media strategies and outsourcing is clearly not a popular option in this area.

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