Meltwater, a global leader in media, social and consumer intelligence, and We Are Social, the socially-led creative agency, have released Digital 2024, their latest annual report on social media and digital trends worldwide.
Key Findings include:
- TikTok has the highest average time per Android user of any social platform globally, clocking in at an impressive 34 hours per month globally, with Australia being the sixth country with the highest average time, clocking in 42 hours and 13 minutes
- 46.1% of Australian users aged 16 to 64 pay for a TV or movie streaming service each month compared to a global average of 30.1% – and similarly paying for streaming music services (35.4% compared to global average of 22.5%)
- Australia has one of the highest percentage of online gambling or betting website or app users (17.2% compared to global average of 9.4%)
- 44% of Australian internet users are worried about companies’ use of their personal data online compared to 31.2% globally.
In a year full of digital milestones, Digital 2024 shows that active social media user identities* have passed the 5 billion mark (5.04 billion), equivalent to 62.3 percent of the world’s population. The global total increased by 266 million over the past year – an annual growth of 5.6 percent.
The typical social media user now spends 2 hours and 23 minutes per day on their social platforms of choice, and uses 6.7 platforms each month. TikTok has the highest average time per Android user of any social platform globally, clocking in at an impressive 34 hours per month – equating to more than an hour per day using the platform. In second place is YouTube, with the average user spending just over 28 hours per month on its Android app.
In terms of the world’s ‘favourite’ social platform, Instagram has taken the crown from last year’s winner, WhatsApp. Digital 2024 shows that 16.5 percent of internet users between the ages of 16 and 64 consider Instagram their most loved platform, pushing WhatsApp into second place with 16.1 percent.
Digital 2024 is a 550+ page report that covers data points from across the entire online ecosystem, from social media to smart devices, gaming to social commerce.
