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Social Media Statistics July 2012, Australia & New Zealand

Top 10 Social Media Platforms In Australia and New Zealand July 2012: Facebook, Youtube, Blogspot, LinkedIn, Twitter, Foursquare, Tumblr, Trip Advisor, FlickR, Pinterest


The popularity of social media is booming in every corner of the globe, and in our region it’s no different.

In both Australia and New Zealand, the amount of people on Facebook equates to approximately 50% of the population (Australia 48.48% and New Zealand 58.57%).

This is one of many amazing statistics on the internet about Social Media.

But why are social media statistics important to keep on top of? (Or keep up to date with?)

Firstly it tells us where people are online. As an advertising agency we want to know where people are, so that we can engage people in the most effective way.

Collecting data is important because it shows us the current trends in social media – for example, what are the popular sites, which are the fastest growing sites, and which sites are losing users, the fastest. We can also discover how users interact with the platform; is it just a quick check to see what’s happening while they are out and about or do they login for 20 minutes.

We follow this data so that we not only know what’s happening now in the social media world but so that we can track developments and keep ahead of the times by predicting, or at least making educated guesses about where the next big thing or hottest trend will come from. With this knowledge we can gain useful insights and offer our clients the most up to date and innovative solutions.

As of July 2012, the top 15 Social Media sites in Australia and New Zealand are as follows:

Top 15 Social Media Sites July 2012 : Facebook, Youtube, Reddit, Tumblr, Pinterest, Myspace, Twitter, LinkedIn, TripAdvisor, StumbleUpon, FlickR, Delicious, Blogspot, WordPress, Digg, Foursquare, Instagram, Google Plus

While the top 15 are pretty similar in both countries, July saw some notable differences.

Blogspot is ranked in 3rd position in Australia even with a 10,000 user decline, pushing LinkedIn and Twitter down the list. This is a reflection of the current blogging culture as WordPress and Tumblr also rank well.

Bebo isn’t on Australia’s list at all, but it ranks 12th for New Zealand. According to Google Adplanner Bebo in Australia has only 52,000 users. Is New Zealand still making the switch between previously popular platforms like Bebo to Twitter and Facebook? Both Twitter and Facebook have experienced massive growth in the last 6 months in New Zealand.

Another interesting way we look at how Social Media is used, is observing the time that people spend on each site:

Average Time Spent on Social Media SItes July 2012: Facebook, Youtube, Reddit, Tumblr, Pinterest, Myspace, Twitter, LinkedIn, TripAdvisor, StumbleUpon, FlickR, Delicious, Blogspot, WordPress, Digg, Foursquare, Instagram, Google Plus

Australians spend considerably more time then New Zealanders on Facebook, whereas New Zealanders spend more time on Reddit.

Myspace and Bebo still manage to grab the Kiwi’s attention for longer than Aussies.
What are the reasons for this?

Social media in New Zealand is still experiencing a massive growth period with people joining Facebook and Twitter, whereas Australian users have been comfortable with these platforms for a while now and are even starting to venture out, exploring novel platforms such as Pinterest and TripAdvisor.

Unfortunately we could not gain data on Google plus and this data is something to keep a look out for in the next few months as they surpassed 100 million users in February at a rate that if it holds steady will see 400 million users by the end of the year.

So what can we take away from all this information?

The platforms that offer multimedia (video, images) capabilities along with targeted, categorized rich-content are not only the most popular but hold their audiences attention for longer.

We are also seeing a distinct and budding partiality for sites that emphasis the visual, creative and intrepid.

When considering how to best target your audience, it is imperative to understand that there is a social media world well beyond Facebook. Each platform offers its users different functionalities and ways to solve their problems.

How can you take advantage of the amazing opportunity in social media marketing?



1. Ng, F. The Latest Social Media Statistics for 2012. The Followers, August 14, 2012.
2. TSC Social Media Team. New Zealand Social Media Statistics July 2012. The Shannon Company, July 26, 2012.
4. Thornhill, T. Google Plus…- will it overtake Facebook?. Daily Mail, December 20, 2011.
5. Social Bakers. New Zealand Facebook Statistics. Social Bakers, August 2012.






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