As of December 2025, Australians aged 18-29 are the most active social media users, consistently demonstrating the highest daily usage rates, followed closely by the 30-49 age group. This is determined by platform data aggregated by research firms like Roy Morgan and Statista, and reflected in advertising platform audience insights.
Major platforms like Meta (Facebook, Instagram, Threads) and TikTok utilise demographic data collected during user registration and ongoing activity tracking. This data is then accessible to Australian businesses using their advertising platforms. For example, Meta Ads Manager currently allows businesses to target audiences based on age, gender, location (down to postcode), interests, and behaviours. The system operates on a bidding model; advertisers specify a budget and target audience, and the platform’s algorithm displays ads to users matching those criteria. TikTok’s advertising platform, TikTok Ads Manager, functions similarly, though its demographic data is weighted towards a younger audience. In 2026, both platforms are expected to further refine their data privacy controls in line with updated Australian Privacy Principles (APPs), potentially impacting the granularity of targeting available. Snapchat, popular with the 13-24 demographic, offers similar targeting capabilities, though its Australian user base remains smaller than Meta or TikTok.
Essentially, these platforms function as data-driven advertising ecosystems, allowing businesses to reach specific demographic groups based on user-provided and observed information.
