Facebook and YouTube have the greatest audience potential for Australian online ads

We Are Social and Hootsuite released the Digital 2022 Global Overview report, which examines global data on social media, internet, mobile and e-commerce.

For the potential reach of advertising on a platform in terms of population over 13 in Australia, Facebook reached potentially 69.5% of the population, Snapchat reached 33.6%, Pinterest reached 20.5 %. For the population over 18, YouTube reached 89.3%, LinkedIn reached 65.1% and TikTok reached 37.0%.

Advertising on Facebook Messenger, which is currently not available in Australia, had a potential reach of 66.7% of the population over 13 in New Zealand and a global reach of 16.0%.

On the report, We Are Social Sydney CEO Suzie Shaw said: “Once again, the Digital 2022 report highlights how social media is a key channel for brands to engage their audiences, with growth meaningful both globally and locally, through key metrics such as penetration and time spent. Australians in particular use an average of 6 different platforms every month, with TikTok seeming to grab their attention more than others: TikTok users spent nearly 24 hours a month using the platform’s mobile app in 2021, or more than 30% longer than Youtube. We expect a lot of platform innovation in 2022, which presents great opportunities for brands. »


Maggie Lower, CMO of Hootsuite, commented, “The pandemic has shed light on how intrinsically social media is to the way we live, work, operate and shop. At a time when social distancing regulations and non-essential business closures are impacting businesses around the world, social commerce is often one of the only ways brands can stay open and connected with consumers. . If brands and organizations want to stay relevant, they will need to digitize and implement a social commerce strategy. »

Unsurprisingly, Google leads the global search engine market share, with 91.42% of total web traffic referred by its search engine, although the number is down slightly by 0.8% year-on-year. . The news follows criticism of Google’s dominance in the search engine space, such as by the ACCC in October last year.

[Click to enlarge] Search engine market share

Australia leads globally in cryptocurrency ownership with 11.1% of internet users aged 16-64 owning some form of cryptocurrency, above the global average of 10.2%.

Daily internet time in Australia averages 6 hours and 13 minutes, below the global average of 6 hours and 58 minutes.

To find out how Australians use the internet, the report found that 18.5% of internet users aged 16-64 in Australia used voice assistants to find information each week, below the global average of 24.1%. Australian internet users aged 16-64 who listen to podcasts sit at 20.5%, up from the global average of 20.4%. 75.2% of internet users aged 16-64 play video games in Australia, below the global average of 83.6%.

Globally, for daily time spent with the media, the report found that Internet users aged 16-44 spent less time per day watching broadcast and streaming TV (3 hours and 20 minutes, down 2% from the previous year) and reading print media (2 hours, down 1.6%). % Annual). Listening to broadcast radio remained unchanged (1 hour), and time spent on the Internet (6 hours and 58 minutes, up 1.0% year-on-year), time spent on social networks (2 hours and 27 minutes, up 1.4%), time spent listening to music streaming services (1h33, +2.2%), time spent listening to podcasts (55 minutes, +1.9% ) and the time spent on a game console (1h12, +1.4%) have increased.

[Click to enlarge] Daily time spent on media

9.8% of Australian internet users aged 16-64 believe the ad is representative, down from the global average of 17.5%. 33.6% of Australian Internet users use an ad blocker.

The value of the digital advertising market grew 17% globally, up US$67 billion to US$465.5 billion (AU$67 billion to $662.1 billion respectively ).

A ten-minute summary of the report can be seen below from DataReportal.

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