Almost eight in 10 Australians (79%) are now on social media, which is up 10 points on last year.
On average, social media users identified around five reasons for using social media. The dominant reason remains to catch up with family and friends (89%) while a majority also use it to share photos or videos (57%). The third most common reason is to watch videos (43%).
There were increased levels of trust for brands that interact with customers in a positive way on social media (up from 52% to 64%) and businesses with engaging and relevant content (up from 52% to 63%). Factors most likely to deter people from following a company or brand include irrelevant or unappealing content, excessive content and too many ads.
How Australian people and businesses are using social media.
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