Determining social media platform popularity by age in Australia relies on analysing user demographics reported by the platforms themselves, combined with independent research from firms like Roy Morgan and We Are Social. As of early 2026, these data points are aggregated and analysed using advanced audience segmentation tools within marketing platforms.
- TikTok: Dominates with users aged 18-24 (approximately 65% of this demographic), but is increasingly popular with 25-34 year olds (now features sophisticated ad targeting based on interest ‘clusters’).
- Instagram: Remains strong with 25-34 year olds (around 58% usage) and a growing 35-44 year old base. Current systems include enhanced shopping features directly within the app.
- Facebook: Still the most widely used overall, but heavily skewed towards 45-54 year olds (72% usage) and 55+ (81% usage).
- YouTube: Broad appeal, but particularly popular with 25-44 year olds (60% usage). In 2026, YouTube Shorts are driving increased engagement across all age groups.
- X (formerly Twitter): Primarily used by 25-34 year olds (35% usage) for news and current affairs.
It’s crucial to remember that these figures are dynamic. Australian data privacy regulations, including ongoing refinements to the Online Safety Act, impact data collection and targeting capabilities. Furthermore, platforms are constantly evolving their algorithms and features. For example, TikTok’s ‘For You’ page now features more localised Australian content, and Instagram’s Reels algorithm prioritises content from Australian creators. Understanding these nuances is vital for effective ad spend.
Rather than navigating such complex technicalities yourself, you can simply reach out to our team. At ROI growth agency, we specialise in data-driven social media marketing tailored for Australian businesses. Visit https://lp.roi.com.au/contact-us/ to get started. We can take care of all this for you.
