The October 2023 Statistics Update // SMPerth

Social media remains a powerhouse in the digital realm, with statistics showing users continuing to grow year after year.

While some reports have suggested a decline in social media usage, the data paints a different picture – social media is very much alive and thriving.

Globally, people are spending approximately 2.5 hours per day on social platforms.

A critical aspect to understand is the variety of platforms people are using. On average, users are active on 6.7 social media platforms each month.

As an Australian marketer, it’s crucial to identify where your target audience spends their time and we’ve got the statistics to tell you.

TLDR; Everything to know now re: statistics

One significant shift in recent times is the decline in social media referrals to news websites. Top publishers like The New York Times and The Guardian have experienced a drop of over 60% in social media referrals. This trend can be attributed to algorithm changes and policy adjustments at platforms like Facebook and Twitter. These platforms have been major sources of news content and traffic, making their shifts impactful.

However, it’s essential to analyse this decline carefully, as it can vary by country and industry. Australian marketers should keep a close eye on how these trends affect their specific audience.

For consumer brands, the picture is mixed when it comes to statistics for organic social media referrals. While some brands have seen an increase in traffic share from social media, the median change has been a decline of 19.6%. This suggests that organic social media referrals have generally decreased over the past year, affecting not only news brands but also consumer brands.

Understanding the reasons behind this decline is essential. Changes in user behaviour, such as the increased use of platforms like TikTok, where external links are less common, play a role. However, paid social media referrals are on the rise, underlining the continued importance of social media as a marketing channel.

The Role of Websites in 2023

In the digital age, websites remain a central component of brand marketing. Surprisingly, over 40% of internet users visit a brand’s website in a month, making it a top source of online brand engagement. Contrary to stereotypes, younger Australians are just as likely to visit brand websites as older generations, highlighting the enduring relevance of websites.

Marketers should view websites as integral to their strategy, complementing their social media efforts. Websites offer a level of control and engagement that social media alone cannot match.

Facebook: Still a Dominant Force

Despite rumors of its decline, Facebook is far from obsolete. Meta’s latest figures reveal that 3.03 billion accounts use Facebook monthly, covering 37.6% of the world’s population. More than two-thirds of the global internet user base accesses Facebook each month.

For Australian marketers, statistics show that Facebook remains a critical platform for reaching a vast audience. While the platform may face challenges and changes, it remains an essential part of any comprehensive social media strategy.

TikTok’s Explosive Growth

TikTok has experienced explosive growth, with ad reach surging by 28.8 percent over the past year. TikTok ads now reach over 1.2 billion users monthly, and more than one in five adults globally saw an ad on TikTok in the past month.

This platform is no longer just for Gen Z; it’s capturing the attention of a broader audience. TikTok’s rapid rise presents Australian marketers with an excellent opportunity to reach a highly engaged user base.

Social media platform preferences are evolving. Facebook’s appeal has steadily declined, with affinity dropping by over 20% in recent years. On the other hand, TikTok’s popularity has soared, growing by 2.7 times in just two years.

For marketers, understanding these shifts in user preferences is crucial for crafting effective campaigns. TikTok, in particular, presents a growing opportunity for engagement.

the world's most used social platforms statistics

Instagram’s Resurgence

Instagram has witnessed a resurgence, with its ad reach growing by 251 million accounts over the past year. Despite facing challenges in 2022, Instagram boasts its highest-ever reach figure. This platform remains a strong contender in the social media landscape.

For Australian marketers, Instagram continues to be a valuable channel for reaching a diverse audience, especially among younger demographics.

The Mystery of Twitter (X)

Twitter, now known as X, has reported impressive growth in ad reach. However, this growth seems at odds with data suggesting a decline in actual platform use. X maintains a substantial user base and remains a prominent destination on the web.

Understanding these discrepancies is essential for Australian marketers. While X offers opportunities for engagement, it’s crucial to consider these trends when planning campaigns.

The amount of time users spend on social media is a critical indicator of a platform’s importance. TikTok leads in average time per user, with users spending over an hour each day on the platform. While TikTok’s time has increased by 6.7% in six months, YouTube still dominates in overall time spent.

Australian marketers should pay attention to these statistics when deciding where to allocate resources and create content.

time spent using social media app statistics

The frequency of app usage provides insights into user engagement. WhatsApp stands out with the highest open rate, with users opening the app more than 30 times a day on average. Understanding user behaviour on WhatsApp is essential for marketers looking to leverage this platform for communication.

Instagram leads in monthly sessions among social networks, indicating high user engagement. However, LinkedIn also maintains a respectable average of 40 sessions per user each month.

As Australian marketers venture into 2024, understanding the evolving social media landscape is paramount. Social media remains a vibrant and influential force, with users spending significant time on multiple platforms. TikTok’s explosive growth, Facebook’s continued dominance, and Instagram’s resurgence present unique opportunities.

Adaptation is key. Marketers should stay informed about shifting user preferences, the decline in organic social media referrals, and the importance of websites. By crafting strategies that align with these trends, Australian marketers can navigate the ever-changing social media landscape effectively and connect with their target audiences in meaningful ways.

Here are the top 10 statistics from Digital Report 2023 October Statshot:

Globally, users spend approximately 2.5 hours per day on social media platforms.
On average, users are active on 6.7 social media platforms each month.
Top publishers have experienced a drop of over 60% in social media referrals to news websites.
Organic social media referrals have generally declined by a median of 19.6%.
Over 40% of internet users visit a brand’s website in a month.
Facebook has 3.03 billion monthly active accounts, covering 37.6% of the world’s population.
TikTok ads now reach over 1.2 billion users monthly.
Facebook’s affinity has dropped by over 20% in recent years, while TikTok’s popularity has grown by 2.7 times in two years.
Instagram’s ad reach has grown by 251 million accounts over the past year.
TikTok users spend over an hour on the platform each day, and YouTube dominates in overall time spent on social media.