Facebook Australia: 2011 Stats Revealed

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The whole world is buzzing about Facebook, but 2011 was a particularly big year for social media here in Australia. Have you or your business joined Facebook this year? Find out just how massive 2011 was for Facebook Australia and which businesses have been rocking social media better than the rest.


Wildfire Growth

With roughly 100,000 Aussies creating accounts on Facebook every single month this year, that means there are now 10,721,800 Australians actively using the Facebook platform. And by “active”, Facebook means those users log in at least once every 30 days. That’s roughly 50% of the entire Australian population. Incredible!


Demographic Breakdown

Facebook users in Australia are nearly as diverse as the country is wide, but there are a few noteworth statistics of who uses Facebook. 54% of Australian Facebook users are female, 46% are male.

The largest age group of Facebook users in Australia is 25-34 year olds, followed by 18-24 year olds. Thinking Facebook is only for kids? Don’t be fooled! In 2011, more than 28% of all Australians on Facebook were between the ages of 35 and 54 (that’s over 3 million people!). Women aged 55+ are the fastest growing demographic on Facebook.

Looking at Location

If you zoom in to look at Facebook usage by city, Brisbane leads the pack with the highest percentage of Facebook penetration, followed by Perth, Sydney, Melbourne then Adelaide.

Even though Melburnians didn’t top the list for Facebook penetration, parts of the Melbourne Airport did snag the number 1, number 2 and number 5 spots of the top 5 most popular places to “check in” in Australia for 2011. Victorians sure must love to fly!


Most Talked About Topics

It’s no secret that social media is where the world goes to gossip, giggle and trade advice. Facebook Australia is no exception to this! In 2011 Facebook kept track of the most popular topics users were talking about on the site, and compiled a list by country. The most talked about topics on Facebook Australia in 2011 were:

  1. Planking
  2. Cyclone Yasi
  3. Census
  4. Death of Osama Bin Laden
  5. Skrillex
  6. Victorian floods
  7. Daniel Morcombe
  8. Charlie Sheen
  9. Death of Amy Winehouse
  10. Cadel Evans.


Consuming Consumers’ Time

If you’re one of the few holding off on joining Facebook because you think it takes too much time, you could be partly correct. Facebook Australia is definitely consuming your customers’ time. The average user spends 26 minutes and 27 seconds on Facebook every single time they log in according to Experian. In an average month, they’ll spend 6 hours and 46 minutes on Facebook according to a Nielsen report. That’s over 80 hours a year!


A Professional Perspective

I know Web123’s Facebook page has seen some impressive growth this year, but we’ve got to hand it to these Australian brands who are doing so incredibly well on Facebook. Pages offer businesses a unique opportunity to connect and converse with customers and potential customers in an informal, non-salesy way.

Australian businesses of all sizes are taking advantage of Facebook business pages. According to a study by eMarketing Connected, of the top 50 brands in Australia, 48% of them have a presence on Facebook. Australian small businesses are fast following in those footsteps, making big waves with nearly 40% of Australian small businesses now using some form of social media to promote themselves.

According to Social Baker, the top 5 most liked Australian brands on Facebook for 2011 were:

  1. Quicksilver (over 1.3 million fans!)
  2. Bubble O’ Bill Ice Creams (growing by nearly 5000 fans every week!)
  3. Ugg Australia
  4. Coca-Cola Australia (one of the most “Talked About” pages in Australia)
  5. Bonds
Sounds pretty impressive to me! If you’re looking for inspiration, these pages can definitely show you a thing or two about how to get your business active and connecting with customers on social media.
Do you agree with these findings? What other Australian pages have you liked on Facebook in 2011?
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