Australia's Fashion and Travel Sectors Find Higher Engagement on Facebook - eMarketer

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Australia's Fashion and Travel Sectors Find Higher Engagement on Facebook

Businesses vie for attention as the popular platform gains more consumer influence

May 10, 2017 | Marketing

Facebook continues to grow in importance as a key engagement channel for Australian businesses. eMarketer estimates that 72.3% of internet users in the country will access their Facebook account at least once a month this year.

eMarketer last investigated Facebook users’ engagement with various industries in Australia—as measured by digital agency Online Circle Digital—in June 2016, when media organizations dominated the list.

However, Q1 2017 data published by the agency suggests that companies in the fashion retail and travel industries are moving up the ranks. The fashion retail industry now ranks in third place, with its average number of weekly Facebook engagements hitting 67,100. That’s up from the 30,400 weekly average reported in June 2016.

Meanwhile, the travel industry now ranks in fourth place, with an average of 60,600 weekly engagements in the first quarter of the year. In June 2016, that figure was reported at an average of 36,100 engagements per week.

Top 25 Industries on Facebook in Australia Ranked by Weekly Engagement, Q1 2017 (thousands)

Facebook remains an important piece of many Australian marketers’ content mix and distribution strategies. An August 2016 Content Marketing Institute (CMI) and Association for Data-Driven Marketing & Advertising (ADMA) survey found that 78% of content marketers in Australia used Facebook as a distribution channel, behind only email (92%) and LinkedIn (88%).

And social media already has a track record of shaping the habits of shoppers in Australia. A separate study by Deloitte from April 2016 found that social media recommendations from friends had surpassed TV ads in terms of influence on internet users’ purchase decisions. Only “real life” recommendations from friends, family members and acquaintances ranked higher in the study.

—Jeremy Kressmann

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