Digital adoption presents significant opportunities for Australian marketers as social media engagement trends shift
Australia continues to assert itself as a leader in digital engagement, ranking among the top nations worldwide for consumer willingness to pay for premium digital content. New insights from the Digital 2024 - October Digital Statshot report reveals that Australia is in the top 5 globally and the highest in Asia Pacific for digital content purchases.
The report also found that 75% of internet users regularly pay for digital media - bucking the trend of declining digital spending seen in major markets like the USA. Despite a minor dip in streaming service subscriptions, Australia remains in the top 3 globally for paying for TV and movie streaming.
Additionally, 37% of Australians use mobile payment services like Apple Pay or Samsung Pay each month, placing the country in the top 5 globally for mobile payment adoption.
These insights highlight Australia’s status as a critical market for digital content and reflect a clear consumer preference for high-quality, ad-free experiences.
“Australians remain among the most digitally engaged audiences globally, standing out in a landscape where other major markets are scaling back on digital content spending,” said Ross Candido, VP for ANZ at Meltwater. “Their willingness to invest in premium digital experiences and embrace new payment technologies underscores a significant opportunity for media companies and content creators. As we look ahead to 2025, it’s clear that brands should prioritise high-quality, on-demand content and consider innovative digital offerings that cater to this strong consumer appetite.”
The Digital 2024 report data also revealed a notable drop in monthly app sessions across several key platforms, which is in line with the Media and Entertainment Outlook recently released by Deloitte. Interestingly, TikTok and Reddit bucked the trend this quarter, showing increased engagement.
According to Candido, the Report highlights the importance for marketers to take a holistic approach when developing and adjusting media strategies.
“Staying attuned to key trends through social listening, the evolving influencer marketing economy, and fostering a culture of testing and failing fast, should be essential elements of a marketer's toolkit. This approach will enable marketers to explore and optimise channels for different purposes, and better understand the role each channel plays in achieving specific objectives resulting in a more balanced and effective marketing mix,” said Candido.
Additional data points from the Digital 2024 Report include:
Australia remains as one of the world’s top nations for online gaming, ranking 7th overall.
Our appetite for paying for streaming music has softened slightly, with Australia shifting back from 4th to third place globally.
Advertisers can now reach approximately one in three Australians via YouTube ads on connected TVs, equal to the UK but less than the US at 40%.
The Digital 2024 - October Digital Statshot report was published by Kepios in partnership with Meltwater, a global leader in media, social and consumer intelligence and global creative agency, We Are Social.
Ross Candido - VP ANZ and SEA Meltwater
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About Meltwater
Meltwater empowers companies with a suite of solutions that spans media, social, and consumer intelligence. By analysing ~1 billion pieces of content each day and transforming them into vital insights, Meltwater unlocks the competitive edge to drive results. With 27,000 global customers, 50 offices across six continents, and 2,300 employees, Meltwater is the industry partner of choice for global brands making an impact. Learn more at meltwater.com.