In Australia, Twitter Is Behind Instagram And Tumblr In Market Share
The most well-established social networks, Facebook, YouTube and Twitter, are usually the top three dominant players in major markets of the world. But Australia is the unexpected outlier -- less than three million Aussies are registered Twitter users, while both Tumblr and Instagram have a user base approaching five million. Corresponding to the overall trend elsewhere, Instagram has shot up its reach in Australia to five million in July 2015 from just less than two million in 2013.
Especially noteworthy about the Australian social media scene is the sweeping success of Tumblr. Often seen as a blogging/social network platform like Wordpress, Tumblr generally gets much less attention than Instagram or Facebook from social media marketers. However, if you are trying to attract Aussies, Tumblr is much too important of a social network to ignore. In fact, its founder has commented that Australia “is one of Tumblr’s biggest organic markets in the world" when explaining why they chose Australia as the first international market outside the U.S. to roll out their advertising products.
Aussies Are Consumers And Content Creators
According to Nielsen’s 2013 online ratings, WordPress and Tumblr are the third and fourth most popular digital platforms, surpassing Instagram and Twitter among the 14-17 year-old demographic. Blogger, another blogging platform, also has double the teen market penetration rate than Instagram and Twitter in Australia. So the question remains: Why are Australians so fond of blogging?
Forrester analyst and Australia native Steven Noble once concluded:
Australian consumers are blocking marketing messages and turning to each other for advice.
This was based on his 2008 findings that 25% of Australians create their own content, and more than 40% have posted brand-specific commentaries on digital media. Seven years later, this observation seems to still hold true -- a July 2015 research done by Waggeer Edstrom Asia-Pacific has found that only about one in ten Aussies are “very likely” to follow brands on social media because they prefer to keep their feeds “personal.” Therefore, the desire to create and share content with their social circles is most commonly manifested in the popularity of blogging. Below is a chart summarizing what types of content are being created across different social channels and what hashtags are frequently used by Australians.