Facebook Australian Statistics

Facebook now has over 50% market penetration in Australian with nearly 10.7 million users (Nov 2011). This is up 600,000 from 6 months ago.

Australian’s lag behind the US in terms of market penetration but only by 0.15 percentage points.

According to Socialbakers, penetration by city is:

  • Sydney – 71.57%
  • Melbourne – 62.26%
  • Brisbane – 117.18%
  • Perth – 95.36%
  • Adelaide – 54.24%

The average user in Australian spends 26 mins 27 sec per session (Experian, August 2011) and the average amount of time spent per month on the platform is 6hr 46 mins. (Nielsen, Q3, 2011). There are 46% male users and 54% female users in Australia.

As can be seen in the chart below, the largest age group is currently 25 – 34 with total of 2 771 491 users, followed by the users in the age of 18 – 24.


Conclusion: Facebook continues to be the social media powerhouse but growth does seem to slowed. Facebook remains an attractive vehicle to promote products and services. Costs to advertise are still relatively low with an average Cost Per Click (CPC) of 0.55 cents.

Social Bakers Social Media Report