Facebook, Twitter Drive Australian SocNet Use Up 29%

August 17, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Asia-Pacific

More than 70% of Australian internet users visited a social networking site in June, a 29% rise from the same time last year, according to data from comScore.

MarketingVOX reports that Facebook in particular demonstrated significant growth and Twitter benefited from sudden mainstream popularity in 2009. Nearly nine million Australians visited a social network in June, making it among the more popular content categories online.

Facebook led the sector with more than 6 million visitors, growing 95% from last year; MySpace – whose social networking star has begun to fall – came in second with 3.5 million visitors, up 5%.

Windows Live Profile chalked up close to two million visitors, but it was Twitter that grew the most, rising to 800,000 visitors in June — up from 13,000 last year. Orkut also grew substantially: 252,000 visitors, up 607%. What’s more, social networking use is ubiquitous across the web, composing almost 90% of users that populated Australia’s top internet properties for the month.

“Social networking continues to grow in popularity both across Australia and throughout the world,” said VP-Asia Pacific Will Hodgman of comScore. “[It] is now an essential part of peoples’ daily online routine, providing a level of engagement and reach that far exceeds most other content categories.

“Understanding how to leverage this audience successfully is both a challenge and significant opportunity for most digital marketers today,” Hodgman added.

The study also found that social networkers more heavily frequent popular sites than the Aussie internet populace at large. All told, less than 72% of Australia’s total internet audience visited a socnet in June, but 90% of visitors to the top-20 most popular properties were among the group. And while a mere 14% of the total internet audience can be classified as “heavy social networkers,” about 25% of visitors to the top 20 properties are in this group, comScore said.

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