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Both age and gender have an effect on the social media activities of internet users in Australia, with women and younger adults most likely to report daily access to Facebook, the country’s leading social destination.
According to research conducted in July 2015 by EY Sweeney, 68% of female internet users in Australia use Facebook each day. That compared to 58% of their male counterparts.
Women also edged out men in daily usage of Instagram (slightly), Pinterest (by three times) and Snapchat (by nearly double). But for daily access of other platforms, men took the lead. They were 2 percentage points more likely to report using Google+ on a daily basis, and more than three times as likely to say the same of LinkedIn. Men were also nearly twice as likely to say they used Twitter each day.
There were also dramatic differences in daily usage across age groups. Nearly eight in 10 respondents ages 18 to 34 said they used Facebook daily, far ahead of any other age group. All other groups had much closer levels of daily Facebook usage, at 60% among 35- to 44-year-olds vs. 57% for 45- to 54-year-olds, for example.
Instagram and Snapchat also had particularly youthful skews, with Pinterest and Twitter leaning young to a somewhat lesser extent.
The only platform with a generally older daily audience was Google+. Even professional focused LinkedIn was more popular among 18- to 44-year-olds for daily use than among their older counterparts.
According to the survey, internet users in Australia had substantially different reasons for using many of the sites studied. Facebook was chosen overwhelmingly because it helped people keep up-to-date with friends and family (84%) as well as to communicate with the same people (73%). Respondents turned to Instagram when they wanted to share stories, photos or news about themselves (55%), and to Twitter when they wanted to learn about topics or general knowledge (52%).
eMarketer estimates that 11.9 million people in Australia will use social networking sites at least monthly in 2016, up 2.3% over 2015. The vast majority (11.0 million) will use Facebook on a monthly basis; 2.6 million will use Twitter with the same frequency.
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