The digital landscape continues to evolve in Australia – where we are, and where we’re heading

At ROI, we like to step back every now and then to look at the bigger picture. We like to ask: how is the broader digital landscape changing? Here, we’ve put together a comprehensive summary of Internet usage in Australia for 2025.

Internet Stats in Summary – Australia 2025

Search Engine Market Share Australia – 2025

Australian Internet Statistics 2025

As of January 2025, there were 26.1 million internet users in Australia, representing an internet penetration rate of 97.1% of the total population. This represents a significant increase from the 23.9 million users recorded in 2023. The number of internet users in Australia increased by 256 thousand (+1.0 percent) between January 2024 and January 2025. While the growth rate has slowed, indicating market saturation, the amount of data Australians consume continues to outpace the growth in subscriber numbers. Key Internet Usage Facts 2025

• Total Internet Users: 26.1 million (97.1% of population)
• Growth Rate: +1.0% year-over-year
• Daily Usage: Australians spend an average of 6 hours and 5 minutes online daily

• Mobile vs Desktop: 48.9% mobile, 51.1% desktop/tablet usage

Internet users aged 16 to 24 spend an average of 7 hours and 11 minutes online daily, while those aged 25 to 34 spend 7 hours and 4 minutes per day. This demonstrates the digital-first lifestyle of younger Australians.

Australian Mobile Phone Statistics 2025

A total of 34.4 million cellular mobile connections were active in Australia in early 2025, equivalent to 128% of the total population. This indicates multiple connections per person, including smartphones, tablets, and IoT devices. Mobile Internet Usage

• Mobile Connections: 34.4 million (128% of population)
• Internet Access via Mobile: 97.4% of users aged 16+
• Mobile Web Traffic: Mobile accounts for 48.9% of total online time
• Smartphone Penetration: Approximately 97% of Australians own at least one smartphone

Median mobile internet download speed increased to 103.46 Mbps (+10.2% year-over-year), while fixed internet speed reached 77.90 Mbps (+43.2% increase). This improvement in connectivity supports the growing demand for high-bandwidth activities like streaming and video conferencing.

Voice Search and AI Trends 2025

As of 2025, around 20.5% of people worldwide use voice search, representing a slight increase from 20.3% in 2024. Voice search continues to be an important trend for Australian businesses to monitor. Voice Search Statistics:

• Global Usage: 20.5% of internet users
• Mobile Voice Search: 27% of people use voice search on mobile devices
• User Preference: 90% believe voice search is easier than traditional search
• Speed Advantage: Voice search results load 52% faster than average search results

There are approximately 8.4 billion voice assistants in use globally, exceeding the world’s population of 8.2 billion. This ubiquity of voice technology presents significant opportunities for businesses to optimise for voice search.

Future Trends and Predictions 2025-2030

Emerging Technologies:

• Augmented Reality (AR): Growing importance in e-commerce, with AR advertising market in Australia/Oceania projected at $121.6 million in 2024
• Voice Technology: Continued integration of conversational AI
• Screen-free Browsing: Gartner predicts 30% of web browsing sessions will be screen-free by 2030

Platform Evolution:

• Short-form Video: Continued dominance across platforms
• Social Commerce: Expected significant growth
• AI Integration: Increased use of AI for content discovery and personalisation

Marketing Implications for 2025

Key Strategies for Australian Businesses:

1. Mobile-First Approach: With 97.4% using mobile for internet access, mobile optimization is essential
2. Multi-Platform Strategy: Diversify across platforms to reach different demographics
3. Short-Form Video Content: Invest in TikTok and Instagram Reels content
4. Voice Search Optimisation: Prepare for continued growth in voice queries
5. YouTube Investment: Consider increased YouTube presence given its exemption from age restrictions

Platform-Specific Recommendations:

• Facebook: Focus on re-targeting and community engagement, particularly for Gen X and Boomers
• Instagram: Leverage discovery features for 25-34 demographic, especially women
• TikTok: Embrace authentic, trend-driven content for younger audiences
• YouTube: Invest heavily given regulatory advantages and growing user base
• LinkedIn: Maintain B2B focus with strong professional content

Conclusion

Australia’s digital landscape in 2025 shows continued maturation and evolution. With 97.1% internet penetration and 77.9% social media usage, Australia remains one of the world’s most connected nations. Voice and AI preparation: Optimise for emerging AI search behaviours. The data shows that while growth rates are slowing as markets mature, engagement continues to deepen. Australian businesses must adapt their strategies to these evolving patterns to remain competitive in 2025 and beyond.

Opportunities – ROI can help The opportunity and transformation that new technology brings to traditional business models means Australian businesses must remain vigilant and maintain efforts to stay digitally relevant. Just as we witnessed rapid transformation in industries like transportation (Uber) and accommodation (Airbnb), digital adaptation is essential for survival. Are you a marketer? Check out our new AI Search Evolution Guide.

Author Ewan Watt Founder & CEO – ROI Growth Agency 1300 650 274 Bachelor of Business in Marketing 25 years digital marketing experience

Data Sources: DataReportal Digital 2025 Australia Report Meltwater Social Media Statistics 2025 Sprout Social Index 2025, We Are Social, Statista, and various industry reports All statistics compiled and verified for Australian market accuracy as of January 2025.