Research conducted by Tumblr into the ‘Status of Social in 2015’ shows that of the 19m Australian internet users, 67% use a mix of Tumblr, Facebook, LinkedIn, Instagram, YouTube, Pinterest, Twitter, Vimeo and other social media channels.
Around 93% of these use social media more than once a week, while 72% use it daily. Key times of access are wake up (45%) and evening and bed (40/41%). 32% of users accessed social media whilst at work.
The main reason to visit is to find interesting content. 61% of Australians surveyed said they will only engage with content they love or are truly passionate about.
Whilst access methods vary, 70% use a mobile phone, 52% use desktop or laptop and 34% use a table (more than one answer is included).
Max Sebela from Tumblr said
“Our new Social Norms report shows just how much our behaviours are changing online. Australians have moved away from using social media as a way to connect with their loved ones, and are increasingly using these channels as an identity construct. The value placed on individual online personas is higher than it has ever been before, proving that the influential power of social media is only on the rise.
… It’s not just about creating but curating beautiful content that speaks to your personal identity.”