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Number Crunch: Australian Facebook Statistics

Facebook's had a busy year, launching its public IPO and recently surpassing 1 billion users. 

We take a look at the latest Australian facts and figures for the social network. 

Almost 12 million Facebook users

There are currently 11,710,480 Australian Facebook users, according to Socialbakers analytics data.

This is an increase of 730,900, or six per cent in the last six months. Australia is ranked 21st internationally for Facebook popularity, declining two places since SMK’s last Facebook number crunch in May.

Time spent 'Facebooking'

Australians spend an average of 26 minutes and 27 seconds on Facebook every day.

This is more than United States users, who average 20 minutes and 46 seconds but less than New Zealanders, who average 30 minutes and 31 seconds.

More than half of Australia likes Facebook

More than half of Australians are Facebook users, some 55 per cent of the total population.

The penetration rate is blown out to 68 per cent when compared to the amount of internet users in Australia.

25-34 most popular age demographic

The largest age demographic for Australian Facebook users is 25-34, accounting for 3.1 million, or 27 per cent of total users.

The 18-24 is the next largest age demographic, and 53 per cent of Facebook users in Australia are women. 

Average CPC and CPM in Australia

The average CPC (cost per click) is $0.94 and the average CPM (cost per thousand impressions) is $0.23

Engagement and growth rate

The banking and financial sector has the largest engagement rate on Facebook in Australia at 8.6 per cent, according to a report by The Online Circle.

The sector also had the largest growth rate of new likes at 27.3 per cent. The FMCG (fast moving consumer goods) beverages industry recorded the lowest engagement and growth rate in July at 1.7 and 0.9 per cent respectively.

Sources: The Online Circle, Social Skinny and Social Bakers.

Check out SMK’s upcoming industry leading training courses in: Melbourne, Sydney, Brisbane, Perth, Canberra, Auckland, Adelaide and Wellington.

Also, browse through hundreds of online social media video tutorials on eSMK Facebook, Twitter, LinkedIn, YouTube and more!!

Learn with SMK through November

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

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Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

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November's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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