As the movement of people and goods continues to be restricted due to the corona crisis, and physical marketing is difficult, many companies are increasing their attention to digital marketing.
SNS, which has many users in Japan, is also actively used in Australia.
The ratio of SNS users to the total population is about 80%, and many users are concentrated on global SNS such as Facebook, Instagram, and Youtube.
This time, I will introduce various information about SNS in Australia and consider the connection with Japan that can be considered from there.
In Australia, a large number of people use SNS, and it is said that SNS accounts for about 80% of the total population.
While there are so many users, it seems that Australia's penetration rate and SNS share are not so well known in Japan.
First, I would like to introduce the SNS that are gaining popularity in the country.
Facebook, a community site provided by Meta Platforms, is one of the most popular social networks in Australia.
The usage rate tends to be slightly higher for women, and the percentage of Facebook users who use only mobile phones is about 60%.
In addition, about 2% of people use only a personal computer, and 36% of people access with both a mobile phone and a personal computer.
Considering the smartphone penetration rate in Australia, which will be described later, you can see that there are a tremendous number of users.
The video sharing service Youtube is the most popular SNS, and its usage rate is almost evenly distributed among men and women, with only slightly more women than men.
In search queries, in addition to music-related searches such as "song" and "music", game-related content that is popular mainly among young people, such as "minecraft", "fortnite", and "apexlegends", are among the top searches.
The potential number of people that ads can reach is about 20 million people, which is the highest number among SNS.
While WhatsApp is not so well known in Japan where SNS such as LINE is popular, it is the messenger app with the world's top share with 2 billion users. is.
Even in Australia, WhatsApp has become a relatively major social network.
Since there are people of various nationalities in the country, it is thought that such a global messaging SNS is used a lot.
Although WhatsApp has pictograms and you can check your friends' online status like LINE, you can check their online status, but there is no stamp function.
From here, I will explain what devices and browsers are used to what extent in Australia, which has many SNS users.
Australia has a population of approximately 25 million people, of whom approximately 22 million use the Internet.
On the other hand, the number of mobile devices connected to the Internet has reached about 32 million.
This is about 125% or more of the population, meaning that each person owns more than one device.
The most owned digital device is a smartphone, with ownership rates rising to over 95%, PCs over 75%, and tablets over 45%.
Compared to this, the smartphone penetration rate in Japan will be over 85% in 2021.
Australia spends nearly twice as much time on the internet as they do on TV, averaging around 6 hours a day.
In Japan, it takes about 2 hours on average, so you can see that Internet use is popular in Australia.
In addition, it is thought that the trend away from TV in Japan is the same in Australia.
Furthermore, looking at the breakdown of Internet usage, social media topped the list at 1 hour and 46 minutes, ahead of net news at 1 hour and 14 minutes and music streaming services at 1 hour and 22 minutes.
"Chrome" accounts for nearly half of all browser shares in Australia, boasting an overwhelming usage rate.
On the other hand, "Safari", which is second only to Chrome, is about 35%.
Safari is installed as a standard browser made by Apple, such as Mac and iPhone, but it is rarely installed in other products.
For this reason, you can see the market share of Apple's products in Australia.
In Australia, a developed country, the penetration rate of the Internet, smartphones, and SNS is extremely high.
Web marketing is more popular than in Japan, and there are no major differences from other Western countries, so it can be said that marketing is relatively easy.
In the future, marketing methods using SNS in anticipation of "after corona" are expected to become more widespread.
In Australia, where Internet usage is thriving, competition may intensify further, and it will be necessary to keep an eye on it in the future.
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datareportal: DIGITAL 2021: AUSTRALIA