Major social platforms fail to return to past popularity in Australia

Rob Clapp

An overview of social media penetration in Australia between 2015 and 2018.

Many major social media platforms have failed to replicate past popularity in Australia, according to the latest data from the Reuters Institute for the Study of Journalism. While seeing year-on-year growth in 2018, the share of Australian adults who have used Facebook, YouTube, WhatsApp and LinkedIn is at a lower level than in 2015.

Despite this, Facebook remains the most popular platform in Australia, with 68.4% of adults using it in the past week. Facebook-owned platforms also dominate the top five, with Messenger (third) and Instagram (fourth) growing by 8.7 percentage points (pp) and 7.2pp year-on-year. YouTube (second) and Pinterest...

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