Staying ahead in digital marketing means knowing where your audience is and how they’re engaging. In 2025, social media continues to play a dominant role in the daily lives of Australians, influencing everything from purchasing decisions to brand perception.
At Clickify, we’ve reviewed the latest data to help businesses and marketers better understand how Australians are using social media across platforms like Facebook, Instagram, YouTube, TikTok, LinkedIn and X (formerly Twitter) in 2025. Whether you’re planning an ad campaign or refining your content strategy, these insights will help you connect with the right audiences on the right platforms.
Social Media Usage In Australia By Platform
8 in 10 people use social media in Australia in 2025
8 in 10 people use YouTube in Australia in 2025
6 in 10 people use Facebook in Australia in 2025
6 in 10 people use LinkedIn in Australia in 2025
5 in 10 people use Instagram in Australia in 2025
3 in 10 people use TikTok in Australia in 2025
2 in 10 people use X (formally Twitter) in Australia in 2025
Social Media Usage In Australia By Age
| Age Group | YouTube | X (Twitter) | TikTok | |||
|---|---|---|---|---|---|---|
| 13–17 years | 2% | 7% | 2% | 16% | 4% | 17% |
| 18–24 years | 19% | 33% | 21% | 16% | 34% | 33% |
| 25–34 years | 29% | 33% | 60% | 22% | 37% | 36% |
| 35–44 years | 20% | 14% | 15% | 18% | 20% | 15% |
| 45–54 years | 13% | 8% | 3% | 13% | 12% | 8% |
| 55–64 years | 9% | 4% | – | 9% | 8% | – |
| 65+ years | 6% | 2% | – | 10% | 5% | – |
Sources & Notes: Data for Facebook, Instagram, and LinkedIn age breakdowns is sourced from NapoleonCat – Australia, 2025. Age distribution for YouTube, X (formerly Twitter), and TikTok is based on global or generalised regional data due to the absence of publicly available Australia-specific breakdowns: Charle Agency – YouTube Statistics, Hootsuite – Twitter Demographics, and SQ Magazine – TikTok Statistics. These figures reflect estimated advertising reach by age and may not precisely represent monthly active users.
Aligning Strategy With Social Behaviour
Australia’s social media landscape in 2025 reflects a highly engaged, platform-diverse population, with each age group showing distinct preferences. Understanding where your audience spends their time online is essential to making informed marketing decisions, from paid ads to strategic organic content and beyond.
We hope this breakdown helps you better navigate your digital strategy. If you’re ever curious about how to apply these insights to your business, feel free to reach out, we’re always happy to have a chat.
