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Facebook is by far the most popular channel for social media marketing, on a worldwide basis and for all types of businesses. Small businesses in Australia are following this trend, and for the most part are rejecting uptake of other venues for social marketing.
According to 2015 polling by Sensis, 31% of small and medium-sized businesses in Australia had a presence on social media. That was up from 18% in 2011, though down from a more recent high of 39% in 2014.
Among those that did, more than nine in 10 could be found on Facebook. That share remained relatively unchanged since at least 2013, and dwarfed the number of respondents who had a presence on any other social media property. Twitter came in second, at 22%—down from 28% in 2013 and 27% in 2014. LinkedIn also had shaky usage over the years. Though some platforms were growing, like Instagram, they remained niche.
Facebook is not a bad place for social media marketing, of course. eMarketer estimates that 92.7% of social network users in Australia use Facebook on a monthly basis. And according to Deloitte, 34% of internet users in Australia said social ads had among the most influence over their purchase decisions of any digital ad format.
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