Number of Facebook users Australia 2018 by age

The use of Facebook in Australia is dominated by 25 to 34-year-old millennials, with around 4.4 million Australians in this age bracket using the social networking site in 2018. Despite this, younger millennials are tending to use Facebook less than older generations, with a usage rate of around 70 percent in Australia.

How are Aussies using social media?

In 2018, most Australians used social networking sites to catch up with family and friends. Millennials also used these apps to share photographs or videos. This activity has amplified the popularity of Instagram, an app that makes it easy to capture, edit and share photos and videos. Facebook and YouTube were used by a large proportion of consumers for finding, reading, watching, sharing or discussing news, largely due to convenience and the ease of access to current events.


Although Facebook is still the most widely used social networking service in the country, YouTube and Instagram are also popular platforms, especially among younger Australians. Leading millennials (those aged between 29 and 34 years) had the largest usage share for YouTube, while trailing millennials (those aged between 14 to 28) were particularly active users of Instagram in 2018. These platforms all look to expand their audiences in the future, engaging through targeted video advertising, ephemeral content storytelling and through social media influencers.

Breakdown of Facebook users in Australia as of January 2018, by age group

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Release date

January 2018



Survey time period

January 2018

Age group

13 years and older

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