Meta’s new social platform and X (Twitter) rival Threads has an Australian audience of 1.6 million who used the app during the month of July, according to Ipsos iris, Australia’s digital audience measurement currency endorsed by the IAB Australia.
Overall in the category, 20.7 million people used a social media website or app during July, with 99% of all online Australians using some sort of social networking website or app.
Among the social media platforms available, usage of online dating websites and apps surged by 13.4% to 3 million in July.
Instant messaging was used by 19.2 million people in July, followed by email at 17.7 million, and online forums at 12.7 million..
Facebook and Messenger are the number one social networking brand group, followed closely by YouTube.
X (Twitter) is in the top 10 brand group but has seen a drop in audience of 8.7% compared to June and its lowest audience to date. When it comes to social networking apps, Snapchat makes it into the top 10, while LinkedIn and X have more website than app usage.
The Ipsos iris data found that different social networking brand groups appeal to different audiences. For example, Facebook, Messenger, and YouTube have very broad appeal as most online Australians 14+ are using them at least once in a month.
Instagram has the strongest appeal among women aged under 40, while TikTok’s strongest audience is the under 25s. LinkedIn’s largest audience is women aged 25 to 39, followed by men aged 40 to 54, while X (Twitter) skews heavily towards men, with the largest audience being men aged 25 to 39. Reddit’s largest audience is also men aged 25 to 39.
The chart below shows the social networking brands’ ranking during July 2023 by online audience size.
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