This week Sensis released its 2013 Yellow Social Media Report, an annual study that looks at how Australians are using social networks. In short, we're using them a lot. On lots of devices and in lots of different places.

Anywhere, anytime

The study, which surveyed 932 Australians and 1959 businesses between February and April this year, reveals more than three in five Australians use social media. Some 45 per cent of these log on daily, with 17 per cent logging on more than five times a day. 

And these users are getting social in all sorts of locations including work places (34 per cent), bedrooms (44 per cent), cars (18 per cent), schools (13 per cent) and even toilet cubicles (6 per cent, up from 5 per cent last year).

Mobile overtakes laptops

This year marks the first time mobile has overtaken laptop computers. 74 per cent of Australians access social networks from a smartphone, compared to 64 per cent from laptops. 

Tablet use almost doubled from 18 per cent in 2012 to 35 per cent this year.

Businesses connected but not connecting

Western Australian SMEs have the largest presence on social media (34 per cent) with the Northern Territory having the least engagement at 23 per cent. Regional SMEs are embracing social faster than their metropolitan counterparts, with 35 per cent now active on social media, up 10 per cent last year.

However, these businesses aren't always using social media effectively. 29 per cent of small businesses and 24 per cent of medium businesses don't have a social media strategy, with similar numbers measuring ROI for their social spend. 

Consumers are most likely to follow brands on social media that offer discounts or giveaways. 

Facebook rules

Facebook remains the most popular social network. 95 per cent of social media users are on Facebook, with the average user spending seven hours on the site weekly. 

LinkedIn comes in second place (20 per cent) followed by Instagram (16 per cent) and Twitter (15 per cent). Pinterest hovers at the 7 per cent mark.

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