In Australia 1.2 Milion people above the age of 65 use Facebook. Find out how digital marketing can help your business reach a targeted dem,ographic.
What age group uses social media the most in Australia in 2025?
Unsurprisingly, social media usage is highest among adolescents and young adults aged 18-24. Australians spend an average of 1 hour and 51 minutes per day on social media [1] , with younger demographics spending significantly more time on platforms.
As of January 2025, 87.8% of Australia’s population aged 18 and above uses social media, making Australia one of the most connected digital markets in the Asia-Pacific region on media portals like Facebook, Instagram, Snapchat and LinkedIn.
Updated for 2025 with the latest data and trends
Social Media has rapidly taken hold of our lives. It is convenient, enjoyable and interactive. However like any product, social media attracts some age groups more than others.
The demographic breakdown shows that engagement remains strong across age groups, though patterns vary by platform. What’s evident from current statistics is that while social media usage remains highest among younger users, the gap between generations is narrowing as older Australians increasingly embrace digital platforms.
2025 Australian Population & Digital Landscape
Australia’s population now sits at 26.8 million, with 97.1% online and 77.9% active on social media. The demographic profile shows a median age of 38.3, with an even gender split of 50.4% female and 49.6% male. Key digital connectivity facts for 2025:
- 97.4% of users aged 16+ use mobile phones to access the internet
- 92.6% of users are active on social media
- Mobile usage continues to dominate Australian digital habits
Which social media platforms are most popular in Australia in 2025?
Top Social Media Platforms by Monthly Active Users (2025):
- Facebook – 17.4 million Monthly Active Australian Users
- YouTube – 20.9 million potential ad reach (making it the largest by reach)
- Instagram – 14.3 million users
- WhatsApp – 48.3% of users (approximately 12.9 million)
- TikTok – 8.5 million active users
- LinkedIn – 11 million users
The top platforms by monthly users include Facebook (77.7%), Messenger (68.9%), Instagram (65.2%), and WhatsApp (48.3%), followed by TikTok (44.1%).
- Snapchat – 33.1% usage rate
- X (Twitter) – 4.03 million users expected in 2025
The top platforms by monthly users include Facebook (77.7%), Messenger (68.9%), Instagram (65.2%), and WhatsApp (48.3%), followed by TikTok (44.1%).
2025 Facebook Demographics in Australia
Facebook remains Australia’s most popular social platform. Facebook’s ad reach in Australia was equivalent to 66.0% of the local internet user base in January 2025. Meta Platforms (Facebook, Instagram, Messenger) Combined Demographics:
- 18-24: 9.6% female and 8.7% male
- 25-34: 12.9% female and 12.7% male (largest group)
- 35-44: 10.1% women and 9.4% men
- 45-54: 7.5% female, 6.6% male
- 55-64: 6.1% female, 4.9% male
- 65+: 6.6% female and 4.9% male
There are more than 1.9 million Facebook users over 65 in Australia, showing that older Australians are indeed active on the platform.
Key Australian Facebook Facts (2025)
- 51.9% of Facebook’s ad audience in Australia is female, while 48.1% is male
- Facebook users remain among the most active ad clickers globally
- Facebook has an estimated 80% market share of the Australian Social Media Advertising market
Instagram Demographics Australia (2025)
Instagram had 14.3 million users in Australia in early 2025, equivalent to 53.1% of the total population. 60% of Australian internet users engage with Instagram, making it a significant platform for brand discovery. The platform shows strong engagement among the 25-34 age group, with marketers focusing predominantly on this demographic as they use Instagram as a discovery tool.
TikTok’s Rise in Australia (2025)
TikTok has experienced remarkable growth in Australia. As of 2025, there are 8.5 million active TikTok users in Australia, making it the fourth most popular social media platform in the country. TikTok Demographics (2025):
- 38% of Australians aged 18 and over use TikTok
- 53% of Australian TikTok users are female
- The majority of users are between 18 and 24
- Users spend an average of 1.5 hours daily on TikTok
Important Note: In November 2024, the Australian Government announced a minimum age of 16 for social media, taking effect in December 2025. This will significantly impact TikTok’s under-16 user base.
YouTube in Australia (2025)
YouTube continues to be a dominant platform in Australia. YouTube has a potential ad reach of 20.9 million people in Australia, reaching 77.9% of the population. YouTube Demographics:
- YouTube’s Australian audience is 50.7% female and 49.3% male
- Australians spend 17.1 hours per month on YouTube
- YouTube is expected to surpass Facebook in total number of Australian users in 2025
LinkedIn Usage in Australia (2025)
LinkedIn maintains its position as Australia’s premier B2B social media platform. LinkedIn’s ads reached 80.5% of Australia’s population aged 18 and above in early 2025. LinkedIn Demographics:
- 47.0% of the ad audience is female, while 53.0% is male
- Strong representation across professional age groups
- Continues to be essential for B2B marketing and professional networking
Generational Differences in Social Media Use (2025)
Gen Z (Born 1997-2012)
- Heavily favour TikTok, Instagram, and YouTube
- 57% of Gen Z list TikTok as one of their favourite platforms
- 34% of Gen Z consume news on TikTok
- 40% use social media as an income source
Millennials (Born 1981-1996)
- 73% of Millennials have TikTok accounts
- Strong presence across Facebook, Instagram, and YouTube
- Active in social commerce and shopping
Gen X and Baby Boomers
- Primarily use Facebook and YouTube
- Increasing adoption of other platforms
- Facebook usage stabilizing among older demographics
Time Spent on Social Media by Platform (2025)
Average Monthly Time Spent:
- TikTok: 42 hours and 13 minutes per month (highest engagement)
- YouTube: 17.1 hours per month
- Facebook: Approximately 20 hours and 15 minutes per month
Social Commerce and Shopping Trends 2025
Approximately 57% of Australians have engaged in social shopping activities. Platform preferences for social commerce include:
- Millennials: Prefer Facebook for social shopping
- Gen Z: Favour Instagram and TikTok for shopping
- Millennials are expected to account for roughly one-third of social media shopping worldwide in 2025
When are social media users most active in 2025?
While specific 2025 data on peak usage times wasn’t found in recent studies, historical patterns suggest Australians remain most active on social media between 8:00 am – 10:00 am, with engagement tapering after 7:00 pm.
Key Takeaways for Marketers in 2025
- Multi-platform strategy essential: Four of the top seven platforms are messaging-focused, emphasising the importance of direct communication
- Short-form video dominance: TikTok and Instagram Reels continue driving engagement
- Mobile-first approach: 94.9% of users access the web via mobile
- Platform-specific content: Each generation has distinct platform preferences requiring tailored strategies