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Sensis
Social Media
Report 2016
How Australian people
and businesses are
using social media
Released 1 June 2016
www.sensis.com.au/socialmediareport
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Contents
Foreword………………………………………………………………………………………………………………………………………………………………………………………………..3
Executive summary………………………………………………………………………………………………………………………………………………………………………………..4
Report snapshot……………………………………………………………………………………………………………………………………………………………………………………. 7
Methodology ………………………………………………………………………………………………………………………………………………………………………………………….9
Section 1: The general public and social media…………………………………………………………………………………………………………………………………..10
Section 2: Australian businesses and social media…………………………………………………………………………………………………………………………….54
About Sensis ………………………………………………………………………………………………………………………………………………………………………………………. 71
3
Sensis Social Media Report | Foreword
Foreword
We’re always excited about the release of our annual Sensis Social Media Report. Now in its sixth year, the report
has become a crucial insight and benchmarking tool for all business owners.
The social media landscape in Australia continues to evolve rapidly
for both consumers and businesses. When you consider that nearly
three quarters of Australians are now on social media, it’s clear this is
more than just a passing fad.
Indeed, Australians are now spending more than half a day per week
(12.5 hours) on Facebook alone, up four hours from last year. This
should be a wake-up call for businesses that aren’t yet on social
media – this is where your customers are, and this is where you can
engage with them. This is especially pertinent considering frequency
of access is increasing, with most consumers accessing social media
sites every day or multiple times per day.
And it seems like many businesses are taking notice, with an upsurge
in the number with a social media presence for all business sizes
(31% to 48% for SMBs, and 56% to 79% for large businesses). Of
those not yet on social, a significant number plan on establishing
a presence within the next year, highlighting that many businesses
sense the risk of being left behind. There is still a gap, though, in
how frequently consumers are using and engaging with social media
as compared to businesses. This disconnect is a key opportunity for
Australian businesses to get an edge on their competitors.
Social media is one of the only digital avenues where businesses
can have a two-way communication with customers, giving them
the opportunity to receive feedback, monitor sentiment and build
a relatable brand personality. They can do all of this with minimal
marketing spend, making social media one of the easiest and most
cost effective channels to get in front of customers.
It’s important businesses consider how consumers are accessing
social media when considering their approach. For the first time ever,
smartphones are the most popular device owned by consumers,
having eclipsed laptops. When creating content, businesses must take
into consideration where, when and how their audience is going to
absorb that information and have a “mobile first” mentality.
But beyond optimising content for mobile, businesses should
first have a clear understanding of who their target audience is.
Younger people are still using social media differently to the older
demographic, with a definite skew towards more visual platforms
like Facebook, Instagram and Snapchat for 18 to 29 year olds, and
LinkedIn and Google+ for 40 to 49 year olds.
Consumers can be overwhelmed by the amount of content appearing
in their feeds, and it’s no secret that the state of social media in 2016
means many platforms appear to give preference to brands that
pay the most money for their content to be seen. With this in mind,
it’s more important than ever to ensure the content you produce –
whether it be organic or paid – provides something of value to your
audience.
Large businesses appear to understand this importance, with more
than twice as many measuring their return on investment for social
media as last year (29% to 61%). However, ROI measurement remains
very low amongst SMBs (21% for small and 27% for medium).
Maintaining a business presence on social media is likely to be even
more data driven in the future, with a range of new tools coming
on line to help businesses manage their social media presence.
By choosing the right tools and the right partners, there are some
fantastic opportunities for savvy small business owners to stand out
and succeed on social.
We hope you enjoy the 2016 Sensis Social Media Report – please
follow us on Facebook, Twitter and LinkedIn to share key insights, and
join in the discussion using #SensisSocial.
Alice Mentiplay, General Manager Digital, Sensis
4
Sensis Social Media Report | Executive summary
About this report
Sensis surveyed 800 Australian consumers and 1,100 Australian
businesses to continue this landmark annual study on how social
media channels are being used.
For the purposes of this report, the term social media refers to:
• Social networking platforms, such as Facebook, Twitter, LinkedIn
and Google+.
• Online blogs and online rating and review mechanisms.
The findings detailed in this report aim to help Australian
businesses make more informed decisions about how to use these
channels to engage with consumers.
Australians and social media
Australians own an average of three Internet-enabled devices
which underlines our strong appetite for online activity. Smartphone
penetration is up 6 percentage points to 76 percentage points,
overtaking the laptop to become the most commonly owned device,
which is down 5 percentage points to 70%. There was little change
in ownership of tablets (53%) and desktop computers (54%).
Internet-enabled TVs have increased their appeal by 4 percentage
points to 29%. Meanwhile, ownership of devices such as the iPod
touch is down 5 percentage points to 17%. The above indicates an
increasingly diverse nature of device ownership.
The penetration of social media has not really changed in the last
three years, with 69% of Internet users having a social media
profile. However, those people are using it more than ever as a
connection tool. Fifty percent do so daily, with just over a quarter
checking in more than five times a day. For almost half (49%) social
networking is one of the first things they do each day and this
behaviour has been growing steadily since 2012.
Some new questions in the survey examined the role social media
plays in meeting new people. Seventeen percent of people said they
have connected with people they did not know on social media and
10% have dated someone they met online. Only 2% admitted to
ending a romantic relationship online while twice as many said it
had happened to them.
As reported before, nearly everyone uses social media at home, with
other locations not uncommon. Thirty nine percent access social
media while watching TV and this happens across a wide variety
of program types. Twenty-eight percent discuss TV programs on
social media while watching them and they feel this increases their
enjoyment of those programs.
The smartphone continues to grow as the most likely device people
use to access social media (72%). When on a smartphone, people
prefer to access social media through an app as opposed to a
website. The proportion who log-in on their smartphones is only
marginally higher than recorded previously but there are now more
people who own smartphones. In the 18-29 and 30-39 age groups
smartphones are used for social media interaction by over 90% of
people.
Facebook has maintained its almost ubiquitous appeal – 95% of
users. The average number of times people access Facebook has
remained relatively steady at 32 times a week, but the amount of
time spent on each occasion has increased from 17 to 24 minutes.
This means users are spending over twelve and a half hours a week
on the site on average, which is four hours more than last year.
This survey we also found that the average number of Facebook
friends is 272 and 50% of social media users nominate Facebook as
their favourite site, far ahead of any others. The main attraction to
Facebook is contact with family and friends but user-friendliness is
also a prominent appeal.
The penetration of Twitter is 2 percentage points higher at 19%. It is
the content and user-friendliness which appeals most to those that
use Twitter.

800 Australian consumers

1,100
Australian businesses
Executive summary
5
Sensis Social Media Report | Executive summary
Instagram (31%) is on a growth trend, almost doubling its reach
since 2013. The main attractions are the visual content and the ease
of use of the platform. Privacy and security features also play a role.
This platform has really captured the younger demographic, used by
58% of 18-29 year olds.
Relative to last year, penetration of LinkedIn (24%) and Google+
(10%) was lower. The results for Google+ are influenced by the fact
that it was described in more detail this year during the survey in
order to avoid any confusion around Google+ and Google search. We
believe confusion around the two may have influenced the results
in previous surveys, particularly among older users.
For respondents using any of the five sites (Facebook, Twitter,
LinkedIn, Google+ or Instagram), the average number of friends,
contacts or followers they have on those sites overall exceeds four
hundred. Forty six percent admit to having deleted friends before,
while the average proportion of friends, contacts or followers
with whom face to face contact has occurred in the past year was
estimated to be 39%, which is exactly the same as in 2015.
Almost one in four (24%) admit their time spent social networking
has increased in the past year versus 16% who have reduced this
behaviour. Nearly a third (31%) feel they spend too much time
on social media but twice as many (62%) are comfortable in this
respect.
Despite consumers embracing social media more deeply in the last
year, it appears they are now using it less for shopping research
purposes such as finding out about brands and businesses (16%),
researching products or services they might want to buy (14%) or
holiday and travel offers (12%). However, where such research led to
a purchase, more people indicated buying online (71%) than in the
last three years.
Just over one in three claim to follow a social networking group
associated with a particular brand or business which is in line with
recent survey results. That is also true regarding the proportion
saying they are not after anything from brands or businesses they
follow on social media. It is also revealing that people are becoming
less expectant of benefits like discounts (41%), give-aways (30%)
and coupons (26%) than was apparent three to four years ago.
Nevertheless these benefits, plus others such as exclusive offers
(30%), tips and advice (26%) and event invitations (26%) remain
popular and brands should therefore consider them as possible
engagement and marketing tools.
There is also more trust towards brands that interact with
customers in a positive way on social media, as well as make their
content engaging, relevant and keep it regularly updated. One
risk is excessive content, which was identified as one of the more
influential factors by those who stopped following any company or
brand.
It therefore appears to be more a question of how, rather than if,
businesses and marketers should use social media to connect and
engage with consumers meaningfully and effectively.
Views are polarised towards businesses advertising on social media,
however a good proportion have no problem with sponsored posts
from businesses they follow (27%) or are happy to see ads (34%)
or will click on them occasionally to find out more (43%). Forty one
percent also agree they will inspect a brand’s social media presence
before making an online purchase if they had not purchased
from their website before. Therefore, social media advertising or
sponsorship may not be effective for everyone but it is an important
marketing tool for brands.
Brands also need to pay close attention to ratings and reviews
with 31% of social media users rating an organisation’s products
or services in the last year, which is higher than in any prior survey.
The average number of ratings provided last year was down from 14
to nine but this still suggests people provide ratings at least every
two to three months.
Online blogs and reviews remain a fairly widespread influence on
purchasing decisions with 60% of social media users claiming
to read them before making a purchase. Fifty eight percent will
look at up to five reviews before making a decision, which means
around four in 10 read even more. Similar to the results from last
year we identified that 27% of online users post blogs or reviews.
Their estimated average number of posts has nearly doubled in the
last year to around 14. This underlines the need for businesses and
brands to do everything they can to get on the front foot and avoid
negative reviews if they can.
Executive summary
6
Australian businesses and social media
The uptake of social media by Australian businesses has grown in
the last year. Forty eight percent of small and medium businesses
have a social media presence compared with 31% last year, while
79% of large businesses do, which compares with 56% last
year. Consumers (69%) remain more engaged with social media
than businesses, however, and their frequency of use has been
increasing.
The great majority of small, medium and large businesses using
social media have a Facebook profile – between 79% and 89%.
LinkedIn is used by more than half of medium and large sized
businesses. Over four in 10 medium sized businesses use Twitter
(43%), while this figure increases to 61% for large businesses.
Instagram is also reasonably popular among medium (28%)
and large (42%) sized businesses. YouTube (41%) has a similar
penetration in large businesses. Instagram is also now used by over
a quarter of medium sized businesses (28%) but its penetration in
the small business segment remains much lower (12%). Platforms
other than those mentioned are yet to gain widespread appeal in
the business sector, although Google+ has been adopted by almost
one in five large businesses.
As previously discovered, internal management of social media
profiles is much more common than outsourcing this responsibility,
although the latter approach is gaining some favour in medium
sized businesses. In small businesses, the business owner is still
the most likely manager of social media but the role played by the
marketing function within the organisation is growing. In medium
and large businesses, responsibility for social media still lies with
the marketing department much more than elsewhere but the
communications department is becoming more involved, especially
in large businesses.
Frequency of updating social media profiles remains greater for
large businesses, which tend to make daily updates, while most
SMBs spread this task out over a week.
Last year we found most businesses use social media platforms
as a two way communication channel but this appears to have
declined across the board. This is much more common in large
businesses – 76% compared to 46% of SMBs. A majority of all
businesses seek feedback or comments in order to engage with
customers and this has become more pronounced by SMBs in the
past 12 months.
Last year we saw that quite a few businesses with social media
lacked knowledge and direction about how to use it effectively
for their business. This appears to still be the case, particularly for
SMBs:
• Just over one quarter of SMBs and one third of large businesses
say they have invested money in social media but don’t know
how much.
• Only 21% of small businesses and 27% of medium sized
businesses measure their ROI in social media compared to 61%
of large businesses.
• Thirty one percent of small businesses and 36% of medium
sized businesses have developed a strategic plan for their social
media compared to 76% of large businesses.
The most popular approach to attract traffic to their profiles (by
businesses of all sizes) is including links to social media on their
website. Another relatively common technique used by businesses
for driving traffic (especially by large businesses) is to like, follow or
subscribe to others’ social media sites.
Engaging the public through paid advertising is also growing,
primarily among large businesses, with 61% advertising in the
past year. Large businesses are also more likely to have used other
marketing strategies such as directory links, competitions and
events. Over eight in 10 of all businesses who advertise on social
media have placed an ad on Facebook. Even though more than 50%
of consumers claim to ignore such advertising this appears to be on
a downward trend. This may help explain why a majority of SMBs
(58%) and nearly all large businesses (98%) who have advertised
believe it has been effective.
Many hesitant SMBs are now embracing social media, with even
more intending to add a presence in the year ahead. Businesses
are increasingly convinced that social media investment will help
increase sales – 62% of SMBs and 68% of large businesses.
Sensis Social Media Report | Executive summary
Executive summary
7
Sensis Social Media Report | Executive summary
Report snapshot
Frequency of internet use Proportion that access the internet daily
Frequency of using social networking sites When we socially network
Social networking sites used this year
55% More than 5
times a day
32% 1-4 times a day
6% Most days
4% A few times a week
2% About once a week
<1% Less often than weekly
<1% Never
63%
After work/in the evening
26%
More than five times a day
87%
of Australians
access the
internet daily
Facebook
95%
LinkedIn
24%
Instagram
31%
Pinterest
11%
Twitter
19%
Google+
10%
Snapchat
22%
8
Sensis Social Media Report | Executive summary
Report Snapshot

Lounge/living room 69%

Bedroom 42%

Study 29%

Kitchen 22%

Toilet 12%

Bathroom 9%

Where we socially network at home

After work/in the evening 63%

First thing in the morning 49%

Lunchtime 36%

Last thing before I go to bed 35%

Breaks 33%

During work 22%

Commuting 18%

When we socially network
Proportion of businesses that have a social media presence
Proportion of businesses with a social media prescence that paid to advertise
54%
Medium Businesses

OPEN

79%
Large Businesses

OPEN

48%
Small Businesses

OPEN

Large
Business
Medium
Business
Small
Business
20% 27% 61%

9
Sensis Social Media Report | Methodology
Consumer survey
This research consisted of a telephone survey with 800 randomly
selected Australians. Quotas were applied to provide for adequate
representations in each age group as well as genders and location
to ensure coverage across metropolitan and regional areas in each
state and territory. The interview fieldwork was conducted between
February 26 and April 7, 2016.
Sample size – consumer

State	Sample #
New South Wales	161
Victoria	141
Queensland	120
South Australia	100
Western Australia	100
Tasmania	81
Northern Territory	47
Australian Capital Territory	50
Total	800

 

Gender	Sample #
Males	400
Females	400
Age
18 to 29 years of age	160
30 to 39 years of age	160
40 to 49 years of age	160
50 to 64 years of age	160
65 plus years of age	160
Total	800

Methodology
Business survey
The findings are based on interviews with 1,000 SMB and 100 large
business proprietors/managers across Australia. The data for the
SMB sample has been weighted* based on business size, industry
and location to ensure the sample is reflective of the actual small
and medium business population across Australia. Interviews were
conducted during the period of February 26 to April 7, 2016.
Sample size – business

Number of employees	Sample #
1 to 2 employees	365
3 to 4 employees	163
5 to 9 employees	193
10 to 19 employees	179
Total small businesses	900
20 to 99 employees	84
100 to 199 employees	16
Total medium businesses	100
200 to 999 employees	83
1000+ employees	17
Total large businesses	100
Grand total	1,100

 

Industry – small and medium businesses	Sample #
Manufacturing	100
Building/Construction	155
Wholesale Trade	72
Retail Trade	135
Transport and Storage	66
Communication, Property and Business Services	164
Finance and Insurance	77
Health and Community Services	85
Cultural, Recreational and Personal Services	85
Retail (Accommodation, Cafes and Restaurants)	61
Grand total (not including large business)	1,000

*Please note: Only the data relating to the 1,000 SMBs surveyed has been weighted.
The weighting methodology was adjusted in 2015. Prior to 2015 the weighting was
by selected ANZSIC (industry sector) divisions within the metropolitan and nonmetropolitan region of each state and territory as per the Australian Bureau of Statistics
(ABS) Business Register of June 1998. Now the weighting is also by industry, location
and business size but based on the most current ABS data contained in the publication
8165.0 – Counts of Australian Businesses, including Entries and Exits, June 2009 to
June 2013. Some adjustments to this weighting data were also made by Sensis to
exclude businesses with a turnover of under $50,000 per annum which mainly consist
of non-operating or non-employing businesses.
This report contains the results of research conducted by Di Marzio Research and TKW Research Group from late February to early April 2016.
Sensis Social Media Report | The general public and social media
The general public
and social media
Section 1:
Device ownership………………………………………………………………………………………………………………………………………………………………………………….11
Internet access…………………………………………………………………………………………………………………………………………………………………………………….. 12
Social networking site usage………………………………………………………………………………………………………………………………………………………………. 14
Social networking site usage by age, gender and location……………………………………………………………………………………………………………….. 15
Social media usage by time of day ……………………………………………………………………………………………………………………………………………………..16
Reasons for not using social media……………………………………………………………………………………………………………………………………………………. 17
Social networking sites used……………………………………………………………………………………………………………………………………………………………….19
Social networking sites we’ve stopped using ……………………………………………………………………………………………………………………………………. 21
Frequency of using social networking sites………………………………………………………………………………………………………………………………………..22
Time spent on social networking sites………………………………………………………………………………………………………………………………………………..23
Users’ views on time spent on social networking……………………………………………………………………………………………………………………………….24
Favourite social media platform and why …………………………………………………………………………………………………………………………………………..25
Number of friends, contacts or followers ……………………………………………………………………………………………………………………………………………26
Number of Twitter accounts followed …………………………………………………………………………………………………………………………………………………28
Devices and applications used to access social media……………………………………………………………………………………………………………………….29
Where are social networking sites used?…………………………………………………………………………………………………………………………………………… 31
TV and social networking…………………………………………………………………………………………………………………………………………………………………….33
Reasons for using social networking sites …………………………………………………………………………………………………………………………………………35
Types of products or services researched on social networking sites……………………………………………………………………………………………….37
Path to purchase………………………………………………………………………………………………………………………………………………………………………………… 38
Social media and brands ……………………………………………………………………………………………………………………………………………………………………. 40
What do consumers want from businesses or brands they follow? ………………………………………………………………………………………………… 41
Advertising on social networking sites ………………………………………………………………………………………………………………………………………………43
Interaction with brands on social media …………………………………………………………………………………………………………………………………………….44
Provision of online ratings ………………………………………………………………………………………………………………………………………………………………….46
Use of online reviews or blogs ……………………………………………………………………………………………………………………………………………………………48
Posting of online reviews or blogs ……………………………………………………………………………………………………………………………………………………. 50
Behaviour on social media…………………………………………………………………………………………………………………………………………………………………..53
Sensis Social Media Report | The general public and social media
11
As discovered last year, all but 1% of Australians have an Internet
enabled device with the average number owned being three.
Smartphones are now the most popular device, overtaking laptops
which have lost some appeal.
More than 50% of people also own a tablet or desktop computer.
Other devices are considerably less pervasive but some growth is
apparent in Internet enabled TVs, while an iPod touch or similar
device has a lower penetration. Wearable devices such as Apple
watches and Fitbits are now worn by 6% of people.
Examining these results by gender, age and location reveals the
following:
• Males have embraced smartphones more than females but the
opposite is true regarding tablets and appears to also be the
case with desktop computers and wearable devices.
• Smartphones are almost universal among the under 40 age
group and considerably more common in the 40-49, than 50
plus age groups, especially those aged 65 plus where only a
minority have such a device.
• Desktop computers are much more prevalent in the 40 plus
age groups than under 40s. The 65 plus age group are below
average owners of all devices listed other than desktop
computers.
• Internet-enabled TVs have captured the 30-64 age group
more than those under 30 or over 65. The same is the case for
wearable devices.
• Smartphones are distinctly more popular in metropolitan areas
than regional, unlike laptops. Smartphones also achieve a clearly
above average penetration in both the Northern Territory and
the ACT. In WA and the NT ownership incidence of both tablets
and desktops is well below the average. SA residents also find
tablets and devices like the iPod Touch less appealing than
most.
Device ownership

Device ownership	Total 2015	Total 2016	Male	Female	18-29	30-39	40-49	50-64	65+
Laptop	75%	70%	70%	69%	73%	78%	75%	69%	55%
Smartphone	70%	76%	81%	71%	95%	96%	86%	63%	40%
iPad or other tablet	55%	53%	46%	60%	38%	57%	75%	55%	43%
Desktop	52%	54%	53%	56%	36%	46%	64%	65%	62%
Internet-enabled TV	25%	29%	28%	30%	19%	37%	39%	34%	19%
iPod Touch or similar device	22%	17%	17%	17%	16%	16%	27%	15%	11%
A wearable device like an Apple Watch or Fitbit	NA	6%	4%	7%	3%	8%	7%	7%	3%
None of the above	1%	1%	1%	1%	1%	0%	0%	2%	2%

 

Device ownership	Total 2015	Total 2016	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
Laptop	75%	70%	71%	68%	72%	69%	69%	66%	69%	73%	67%	75%
Smartphone	70%	76%	75%	71%	74%	77%	88%	80%	94%	93%	80%	68%
iPad or other tablet	55%	53%	58%	56%	50%	46%	45%	52%	36%	50%	54%	50%
Desktop	52%	54%	58%	54%	59%	52%	41%	41%	32%	50%	55%	53%
Internet-enabled TV	25%	29%	35%	25%	25%	31%	29%	31%	24%	27%	30%	29%
iPod Touch or similar	22%	17%	16%	17%	18%	12%	19%	20%	15%	18%	16%	19%
Wearable device like an Apple Watch or Fitbit	NA	6%	7%	4%	8%	3%	5%	3%	6%	2%	5%	7%
None of the above	1%	1%	1%	1%	0%	4%	0%	0%	0%	0%	<1%	2%

Base: All contacts (800)
Q1a. Which of the following do you own?
Note: <1% = less than 1%
NA = not asked in 2015
Sensis Social Media Report | The general public and social media
12
Internet usage remains almost universal with less than 1% saying
they never access the Internet. Consistent with recent survey
results, more than half access the Internet at least five times a day
and over eight in 10 go online daily or more.
Frequency of Internet use
Proportion that access the Internet daily
Base: All contacts (800)
Q1b. How often, if at all, do you access the Internet – either on a computer or on your mobile phone or other devices such as an iPad or iPod Touch?
Note: Rounding occurs; <1% = less than 1%
Internet access
More than 5 1-4 times a day
times a day
A few times
a week (2-4
days a week)
Most days
(4-6 days
a week)
Less often
than weekly
About once Never
a week
0%
10%
20%
30%
40%
50%
60%
2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016
18 – 29 30 – 39 40 – 49 50 – 64 65+ Male Female
0%
20%
40%
60%
80%
100%
of Australians
access the Internet
daily
87%
Sensis Social Media Report | The general public and social media
13
Daily Internet usage varies from 73% in Tasmania to 93% in the
NT. Only a slight difference exists between metropolitan and nonmetropolitan residents.
Proportion that access the Internet daily
Those who own a desktop tend to access the Internet less frequently
than average. Ownership of all other Internet-enabled devices is
associated with more frequent Internet use, especially an iPod Touch or
similar devices, Internet-enabled TVs and wearable devices.
Total
Northern Territory
Australian Capital Territory
Western Australia
Queensland
New South Wales
Victoria
South Australia
Tasmania
87%
93%
92%
91%
88%
87%
87%
78%
73%
88% Metropolitan
85% Regional

Proportion that access the internet 5+ times a day
Total	56%
Own a desktop	57%
Own a laptop	62%
Own a smartphone	63%
Own a tablet (i.e. iPad)	64%
Own an iPod touch (or something similar)	71%
Own an Internet-enabled TV	71%
Own a wearable device like an Apple Watch or Fitbit	75%

Internet access
64% of
people who
own a tablet
access the
Internet 5+
times a day
Sensis Social Media Report | The general public and social media
14
Among Internet users, 69% use social networking sites, which
is similar to the last two years (68% in 2015 and 69% in 2014).
However, frequency of use is increasing with 57% accessing
these sites every day or most days (up from 53%) and 26%
checking social media more than five times a day (24% in 2015
and 19% in 2014).
Frequency of using social networking sites
Frequency of using social networking sites – trends
> 5 times a day
Everyday
Most days
A few times a week
About once a week
Less often than weekly
Never
26%
24%
7%
7%
2%
3%
31%

Frequency of using social networking sites	2012	2013	2014	2015	2016
More than five times a day	NA	NA	19%	24%	26%
At least once a day	36%	45%	27%	25%	24%
Most days	4%	5%	5%	4%	7%
A few times a week	9%	6%	7%	7%	7%
About once a week	6%	4%	7%	3%	2%
Less often than weekly	6%	5%	3%	5%	3%
Never	38%	35%	31%	32%	31%

Social networking site usage
0%
10%
20%
30%
40%
50%
At least
once a day
2012
2013
2014
2015
2016
More than
five times
a day
2014
2015
2016
2012
2013
2014
2015
2016
Most days
2012
2013
2014
2015
2016
A few times
a week
2012
2013
2014
2015
2016
About once
a week
2012
2013
2014
2015
2016
Less often
than weekly
2012
2013
2014
2015
2016
Never
Base: All Internet users (798)
Q2a. How often, if at all, do you use social networking sites such as Facebook, Twitter, Instagram or LinkedIn?
Note: Rounding occurs
Sensis Social Media Report | The general public and social media
15
The appeal of social networking sites is strongest among females
and under 40s, which was also the case in the last survey.
These segments use social media more than others and more
frequently, especially in comparison to the over 50s, with the 65
plus age group standing out as low users.
By location we observe above average usage in SA, Tasmania
and the territories, with frequency of use being highest in the NT.
No real differences emerge between metropolitan and regional
usage.
Social networking site usage by age, gender and location

Frequency of using social networking sites	Total	Male	Female	18-29	30-39	40-49	50-64	65+
At least once a day	50%	47%	54%	75%	66%	52%	38%	20%
Most days	7%	8%	6%	12%	7%	3%	8%	4%
A few times a week	7%	8%	6%	2%	4%	9%	10%	11%
About once a week	2%	2%	2%	0%	4%	2%	1%	2%
Less often than weekly	3%	3%	3%	1%	1%	4%	6%	3%
Never	31%	32%	29%	10%	18%	30%	37%	60%

 

Frequency of using social networking sites	Total	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
At least once a day	50%	47%	49%	53%	54%	54%	51%	64%	55%	50%	50%
Most days	7%	7%	6%	8%	12%	6%	11%	6%	3%	8%	6%
A few times a week	7%	10%	8%	4%	5%	6%	1%	0%	9%	7%	8%
About once a week	2%	3%	2%	0%	0%	0%	2%	0%	0%	1%	2%
Less often than weekly	3%	2%	3%	4%	5%	2%	7%	2%	5%	3%	2%
Never	31%	31%	32%	31%	24%	32%	28%	28%	28%	31%	31%

Base: All Internet users (798)
Q2a. How often, if at all, do you use social networking sites such as Facebook, Twitter, Instagram or LinkedIn?
Note: Rounding occurs. 0 = under 1%

50% of Australians use social networking sites at least once a day

Sensis Social Media Report | The general public and social media
16
Social networking sites continue to attract good usage at various
times of the day with the most popular being in the evening followed
by first thing in the morning. Usage in the evening, during breaks and
at lunchtime is more common this year, with a decline in use during
work and last thing before bed.
For both males and females the evening is clearly the most popular
time to use social media and this is also true across age groups. The
biggest gender differences are in usage during work, at lunchtime
and in breaks, with males favouring those times.
Younger Australians aged 18-29 use social media more than all other
age groups at all times other than in the evening, where the leader
is the 40-49 group. The 18-29 group also really stand out in use at
work, during breaks and lunchtime. Some locational differences are
noted but evening use is the most favoured time everywhere.
Social media usage by time of day
18%
Commuting
49%
First thing in
the morning
33%
Breaks
22%
During work
63%
After work/in
the evening
35%
Last thing before
I go to bed
36%
Lunchtime

When we socially network	2012	2013	2014	2015	2016
First thing in the morning	33%	37%	43%	45%	49%
Commuting	16%	16%	17%	20%	18%
During work	NA	12%	21%	32%	22%
Breaks	25%	22%	31%	27%	33%
Lunchtime	25%	22%	30%	23%	36%
After work/in the evening	63%	53%	58%	40%	63%
Last thing before I go to bed	40%	42%	48%	41%	35%

 

When we socially network	Male	Female	18-29	30-39	40-49	50-64	65+
First thing in the morning	51%	47%	56%	43%	49%	45%	50%
Commuting	21%	16%	25%	23%	12%	14%	11%
During work	28%	16%	30%	21%	20%	21%	6%
Breaks	42%	24%	53%	36%	25%	20%	13%
Lunchtime	47%	26%	52%	40%	27%	26%	20%
After work/in the evening	65%	62%	64%	61%	69%	62%	61%
Last thing before I go to bed	40%	30%	45%	42%	33%	20%	29%

 

When we socially network	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
First thing in the morning	44%	48%	50%	58%	49%	65%	66%	57%	48%	51%
Commuting	18%	19%	18%	10%	29%	15%	25%	6%	18%	18%
During work	23%	19%	20%	18%	27%	30%	35%	27%	24%	18%
Breaks	24%	30%	36%	37%	51%	37%	62%	49%	36%	27%
Lunchtime	27%	29%	40%	46%	59%	44%	66%	49%	38%	32%
After work/in the evening	62%	59%	62%	70%	71%	72%	76%	75%	62%	66%
Last thing before I go to bed	27%	41%	31%	47%	41%	49%	66%	37%	39%	28%

Base: Users of social media (544)
Q2b. When do you most commonly look at your social networking sites?
Notes: Multiple responses allowed. Rounding occurs
Sensis Social Media Report | The general public and social media
17
A lack of interest or appeal is again revealed as the biggest barrier to
social media use. Relative to last year, the amount of time it consumes
as well as security and privacy concerns are more prevalent, but still
far behind lack of appeal. Other barriers stated have not become
pronounced in their own right but demonstrate that a number of
different factors cause reluctance to use social media.
Reasons for not using social networking sites
Reasons for not using social media
Not interested or doesn’t appeal
Too time consuming or not enough time
Security or privacy concerns
Prefer face to face social interaction
Don’t agree with or believe in them
Don’t know how or not computer savvy
Prefer phone to talk to friends
Don’t like to tell people about myself
Prefer email to communicate
64%
21%
19%
7%
5%
5%
4%
3%
2%
Not interested or
doesn’t appeal
Too time consuming or not
enough time
Security or privacy
concerns
Don’t know how/not
computer savvy
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
Base: Non users of social media (254)
Q3a. Why don’t you use social networking sites?
Note: Multiple responses allowed
Reasons for not using social networking sites
Sensis Social Media Report | The general public and social media
18
Some gave other reasons for not using social media (6%) and a
selection of the verbatim comments provided are highlighted below.

“I want to stay away from it in case I get too attached.”

Reasons for not using social media

“I’m scared of people getting too much information about me.”

 

“It’s addictive.”

 

“I don’t have the need to use social networks”.

 

“I can do other more active things than sitting on my computer.”

 

“They download a lot which costs too much as I am on satellite.”

 

“I don’t need to share information with the world, would prefer to call people.”

 

“I do not like them. I prefer email and other means.”

 

“I’m concerned about privacy.”

 

“I don’t understand social networking sites.”

Sensis Social Media Report | The general public and social media
19
Facebook dominates in terms of usage with 95% of social
networkers maintaining a Facebook profile (93% last survey). It is
used by more than 90% of males and females, in each age group
and across all locations. In some locations it is used by 100% of
people. Among the other platforms, Instagram is on a growth path,
while LinkedIn was less popular than in 2015. LinkedIn usage
remains higher among males, those working full-time and higher
income earners, as well as those in the 30-64 age bracket.
Google+ mentions were also lower but this is potentially due to
a change in the description for clarification purposes to avoid
confusion with Google search. Twitter users appear to have
increased marginally relative to 2015. Snapchat has become more
appealing in the last 12 months, with usage rising from 15% to 22%.
Visual platforms such as Instagram and Snapchat appeal mostly in
the younger age groups, particularly under 30s. Males use Twitter
and Snapchat more, while Pinterest is more popular among females.
Social networking sites used
Facebook
Instagram
LinkedIn
Snapchat
Twitter
Pinterest
Google+
Tumblr
Vine
Yelp
Foursquare
95%
31%
24%
22%
19%
11%
10%
5%
3%
1%
1%
Social networking sites used
Social networking sites used
0%
20%
40%
60%
80%
100%
Facebook LinkedIn Instagram Google+ Twitter
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
Sensis Social Media Report | The general public and social media
20
Social networking sites used

Social networking sites used	Male	Female	18-29	30-39	40-49	50-64	65+
Facebook	94%	97%	99%	94%	95%	91%	95%
LinkedIn	26%	21%	12%	30%	34%	30%	12%
Instagram	32%	30%	58%	36%	21%	11%	6%
Google+	10%	11%	9%	10%	15%	9%	11%
Twitter	25%	14%	33%	20%	11%	14%	4%
Pinterest	4%	18%	10%	16%	19%	5%	4%
Snapchat	27%	18%	60%	14%	10%	2%	2%
Tumblr	5%	5%	11%	4%	6%	0%	0%

 

Social networking sites used	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
Facebook	92%	96%	100%	93%	99%	97%	100%	95%	95%	97%
LinkedIn	32%	22%	23%	12%	19%	5%	12%	25%	27%	18%
Instagram	26%	31%	24%	42%	43%	40%	61%	53%	36%	20%
Google+	12%	8%	9%	10%	15%	13%	6%	13%	11%	10%
Twitter	22%	14%	9%	36%	23%	26%	35%	35%	24%	8%
Pinterest	10%	16%	13%	8%	4%	1%	10%	12%	12%	10%
Snapchat	19%	14%	15%	41%	45%	38%	52%	31%	26%	15%
Tumblr	3%	7%	4%	9%	10%	0%	5%	0%	6%	3%

 

Facebook continues to dominate as the most used site

Base: Users of social media (544)
Q2c. Which of these social networking sites do you use?
Notes: Multiple responses allowed. Rounding occurs. In 2016 Google + option changed to ‘Google’s social site Google+’
Sensis Social Media Report | The general public and social media
21
Not many users (9%) claimed to have stopped using social media
sites in the past year, which is less than observed in 2015 (14%).
Twitter continues to be the most common platform people have
stopped using followed by Facebook, Instagram and LinkedIn.
Social networking sites we’ve stopped using
Social networking sites we’ve stopped using
Base: Stopped using a social media channel in the past year (53)
Q2d. Over the past year, have you stopped using any social networking channels?
Q2e. Which ones?
Note: In 2016 Google + option changed to ‘Google’s social site Google+’

Which sites Australians dropped in the past year	2014	2015	2016
Twitter	45%	39%	34%
Facebook	19%	18%	15%
Instagram	4%	12%	13%
LinkedIn	4%	13%	11%
Snapchat	7%	17%	9%
Pinterest	0%	6%	6%
Google+	3%	9%	4%
Vine	0%	2%	2%
Tumblr	0%	9%	<1%
Myspace	13%	0%	<1%
Foursquare	0%	4%	0%
Yelp	0%	2%	0%

 

Twitter continues to have the highest drop off rate

Sensis Social Media Report | The general public and social media
22
Frequency of Facebook usage has continued to increase albeit
more slowly in the last two years – from around 30 visits per week
to almost 32 now. Last year females were more frequent users
than males but the opposite is now occurring. However, frequency
remains inversely correlated with age. The under 30s check in over
40 times per week on average and this reduces down the scale to
the 65 plus age group who check in less than 11 times per week.
By state, frequency of use is well above average in WA and the two
territories. It is also relatively high in SA and Tasmania.
Twitter use frequency had declined in recent surveys but this year
average usage has almost tripled. LinkedIn use has not changed
greatly in recent years with frequency of use similar to last year.
Instagram is being used more often, up from 23 times a week on
average in 2014 to 26 last year and 29 in 2016.
Frequency of using social networking sites

Site	Proportion who use	Number of times per week	Average times per week
Under 1	1 to 2	3 to 5	6 to 10	11 to 19	20+
Facebook	95%	2%	9%	13%	25%	12%	37%	31.9
LinkedIn	24%	10%	47%	18%	10%	2%	9%	9.5
Instagram	31%	4%	16%	10%	25%	9%	33%	29.4
Twitter	19%	4%	19%	12%	13%	9%	39%	35.0
Pinterest	11%	9%	41%	19%	9%	7%	10%	9.6

Facebook LinkedIn Twitter
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
5 0
10
15
20
25
30
35
Usage occasions
Average usage occasions per week

Average usage occasions per week – Facebook
Total	31.9
Male	37.3
Female	27.1
18 to 29	44.8
30 to 39	36.3
40 to 49	28.4
50 to 64	21.5
65+	10.7

 

Average usage occasions per week – Facebook
Total	31.9
New South Wales	25.2
Victoria	24.2
Queensland	28.7
South Australia	43.2
Western Australia	57.7
Tasmania	38.2
Northern Territory	60.5
Australian Capital Territory	51.0
Metropolitan	33.9
Regional	28.0

Frequency of using social networking sites
Base: Users of social media (544) Q6a
In a typical week, how many times would you use Facebook / LinkedIn / Instagram / Twitter / Pinterest?
Note: Can’t say responses not shown. Rounding occurs
Base: Users of social media (544) Q6a
In a typical week, how many times would you use Facebook / LinkedIn / Instagram / Twitter / Pinterest?
Note: Can’t say responses not shown. Rounding occurs
Sensis Social Media Report | The general public and social media
23
The average time spent on Facebook had been around 17-18
minutes per visit in the previous four surveys but this has now
increased to almost 24 minutes. Users are also spending more time
on the other sites – with the averages relative to 2015 rising from
8.5 to around 10 minutes for LinkedIn, from nine to 24 minutes for
Instagram, from 10 to almost 24 minutes for Twitter and from just
under 18 to over 20 minutes for Pinterest.
Multiplying the average time spent by the average number of usage
occasions shows that the typical Facebook user spends more than
twelve and a half hours per week on the platform, which compares
with around eight and a half hours in the last two surveys.
Time spent on social networking sites

Site	Proportion who use	Average time spent on each usage occasion	Average time (min)
Up to 2 minutes	3 to 5 minutes	6 to 10 minutes	11 to 15 minutes	16 to 30 minutes	Over 30 minutes
Facebook	95%	5%	25%	14%	13%	15%	26%	23.7
LinkedIn	24%	28%	27%	21%	4%	9%	8%	10.1
Instagram	31%	11%	20%	17%	8%	9%	31%	24.1
Twitter	19%	23%	13%	16%	7%	7%	32%	23.8
Pinterest	11%	20%	15%	8%	12%	17%	25%	20.3

Facebook LinkedIn Twitter
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
5 0
10
15
20
25
Usage occasions
Average time spent on each usage occasion (minutes)
Base: Users of social media (544)
Q6b. And roughly how long would you spend each time you use Facebook / LinkedIn / Instagram / Twitter / Pinterest?
Notes: Can’t say responses not shown. Rounding occurs
Time spent on social networking sites
Sensis Social Media Report | The general public and social media
24
The majority of users feel they spend about the same amount of
time on social networking as previous years, but 24% said their
use had increased in the last year, while 16% said it had decreased.
Over six in ten are comfortable with the time they spend social
networking, but almost one third feel it is excessive. Most expect to
spend the same amount of time on social media in the coming year.
These results are in line with prior findings.
Users’ views on time spent on social networking

Change in time spent social networking over the past year	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Increased	24%	20%	28%	22%	27%	26%	25%	23%
Decreased	16%	12%	20%	17%	19%	15%	17%	7%
About the same	59%	67%	51%	60%	53%	58%	58%	68%

 

Perception of time spent social networking	Total	Male	Female	18-29	30-39	40-49	50-64	65+
About right	62%	69%	56%	60%	63%	58%	64%	70%
Too much	31%	26%	35%	37%	31%	34%	27%	18%
Not enough	3%	2%	3%	1%	2%	3%	5%	5%

 

Expectations for time spent social networking	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Increasing	12%	14%	11%	19%	8%	12%	10%	9%
Decreasing	16%	17%	15%	16%	26%	13%	11%	11%
About the same	70%	66%	73%	63%	65%	71%	76%	79%

59%
About
the same
6
Ab
ri

59%

About the same

62%
About
right
7
Ab
the

59% About the same	62%
About right

70%
About
the same
Base: Users of social media (544)
Q6c. Compared to last year, have you increased, decreased or spent about the same amount of time using social networking sites?
Q6d. When you think about the amount of time you currently spend on social networking sites, do you feel it is…?
Q6e. And looking at the next twelve months, compared to the last year, do you think you will be increasing, decreasing or spending around the same amount of time using social
networking sites?
Note: The 18-29 results prior to 2015 were for 20-29s. Don’t know responses not shown
Sensis Social Media Report | The general public and social media
25
Almost four in ten social media users claim not to have a favourite
site but half nominate Facebook. No other site is called the favourite
by more than 4% of people. Eighteen percent use no other social
media site but Facebook. Among the rest, many reasons make
Facebook the favourite although use by family and friends is the
main attraction. LinkedIn and Google+ appeal for networking and
business opportunities, while Instagram fans value its visual content,
user friendliness, privacy and security features.
By gender we find females more likely to nominate Facebook
as their favourite platform (54% to 46%). In terms of being the
favourite, Facebook is nominated by a clear majority of the over
40 age groups (around 60%) but a minority of the under 40s
(between 39% and 45%). Under 40s show above average liking for
visual platforms such as Instagram, Snapchat, Tumblr and Pinterest.
LinkedIn is favoured almost exclusively by males in the 40-64 age
group.
Favourite social media platform and why
Facebook
Instagram
LinkedIn
Twitter
Snapchat
Tumblr
Pinterest
Google+
No favourite
50%
4%
2%
1%
1%
1%
<1%
<1%
38%

Main reasons it is my favourite	Facebook	Twitter	LinkedIn	Instagram
Friends use it	40%	7%	0%	0%
Family use it	31%	0%	0%	0%
Only one I use	18%	0%	0%	0%
Most popular	11%	0%	4%	0%
Familiarity	11%	20%	0%	0%
Networking	8%	0%	0%	0%
Employment/professional networking	2%	0%	86%	0%
Social media content	<1%	7%	0%	0%
Written content	2%	21%	0%	0%
Graphic/visual content	2%	0%	0%	44%
Video content	4%	0%	0%	12%
Media content including news	2%	33%	0%	0%
Topics of interest	6%	11%	0%	0%
Forums/issues discussion	4%	8%	0%	0%
Business/sales/marketing	3%	0%	14%	0%
Global reach	6%	14%	0%	0%
People of interest	<1%	7%	0%	<1%
User friendly/easy to use	16%	27%	0%	42%
Privacy features	<1%	0%	0%	16%
Security features	0%	0%	0%	14%
Base	263	10	11	18

Base: Users of social media (544)
Q6f. Do you have a favourite social media platform, and if so which is it?
Note: New question in 2016 so no comparison available
Other responses not shown
Base: Users of social media who have a favourite platform (544)
Q6g. Why is … your favourite social media platform?
Note: New question in 2016 so no comparison available. Small bases for platforms other than Facebook.
Sensis Social Media Report | The general public and social media
26
We cannot make a direct comparison because of a change in
the questioning but the average number of social media friends
and followers of 409 for the five platforms of interest (Facebook,
LinkedIn, Twitter, Instagram and Google+) is higher than ever
recorded for all platforms used.
Interestingly, males reported having more contacts than females
again this year. Again we noticed a big difference across age groups,
which is not surprising given the variation in use. Older users (aged
65 plus) tend to have significantly fewer contacts than those who
are younger, particularly the 18-29 year olds. There was quite a
range by state with NT residents reporting the highest number of
friends and the lowest being indicated in Queensland. Metropolitan
residents reported more contacts than their regional counterparts.
Number of friends, contacts or followers

Number of friends, contacts or followers	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Facebook	272	307	240	499	261	195	129	44
LinkedIn	131	148	108	50	160	161	150	16
Twitter	257	327	140	377	210	44	82	4
Instagram	234	298	176	334	175	28	64	18
Google+	43	47	39	10	132	48	13	9
Overall average (above sites)	409	495	326	817	395	246	178	45

 

Number of friends, contacts or followers across all platforms	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Average 2011	217	209	224	257	209	127	155	117
Average 2012	227	246	211	338	212	115	76	64
Average 2013	258	304	221	366	200	250	146	48
Average 2014	328	288	362	489	284	218	261	88
Average 2015	297	316	281	431	317	316	190	60
Average 2016* (for 5 sites only)	409	495	326	817	395	246	178	45

 

Overall average	Facebook	LinkedIn	Twitter	Instagram	Google+
Total	409	272	131	257	234	43
New South Wales	355	223	152	270	194	55
Victoria	414	327	97	68	252	6
Queensland	321	257	77	168	141	3
South Australia	543	290	214	392	264	32
Western Australia	549	290	189	367	322	93
Tasmania	569	339	456	406	263	45
Northern Territory	751	331	35	494	386	149
Australian Capital Territory	444	251	134	183	199	35
Metropolitan	477	303	130	275	242	52
Regional	271	210	134	146	204	18

Base: Users of social media (544)
Q5a. How many different friends, contacts or followers do you have on each of these social networking sites?
Notes:
• Rounding occurs
• The 18-29 results prior to 2015 were actually for 20-29s
• *Question 5a changed relative to last year asking specifically about the five social networking sites shown above instead of all sites that were used hence these results are not
really comparable with the prior years’ results
• For each of the sites there were two very large outliers which have been excluded from the mean calculations above

The average person has 272 Facebook friends

Sensis Social Media Report | The general public and social media
27
The average proportion seeing their social media contacts face
to face has not changed in the past year (39%) but is lower than
in 2014 (44%). Females remain more likely to have seen their
contacts in person than males. This also applies to the 65 plus
age group relative to others and to regional residents compared
to those in metropolitan areas. ACT residents were the most likely
to have seen their social media friends in real life in the past year.
Base: Users of social media (544)
Q5b. What percentage of your social networking contacts would you have seen in person over the past twelve months?
Note: The 18-29 results prior to 2015 were actually for 20-29s
Proportion of friends and followers seen face-to-face in the past year by age
Proportion of friends and followers seen face-to-face in the past year by location
Number of friends, contacts or followers
Total NSW VIC QLD SA WA TAS NT ACT Metropolitan Regional
0%
10%
20%
30%
40%
50%
60%
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
Total Male Female 18 – 29 30 – 39 40 – 49 50 – 64 65+
0%
10%
20%
30%
40%
50%
60%
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
2014
2015
2016
Sensis Social Media Report | The general public and social media
28
Twitter users appear to be following a lot more accounts now with
the average number increasing by nearly 200 to 315. Frequency
of use has risen substantially too, with 47% tweeting most days
compared to 22% last year and 16% in 2014. The proportion who
never tweet has also fallen markedly to 8%, down from 31% in
2014 and 16% last year.
Number of Twitter accounts followed
Number of Twitter accounts followed

Average Up to 5 6 to 10 11 to 20 21 to 50 Over 50 Don’t know Average Up to 5 6 to 10 11 to 20 21 to 50 Over 50 Don’t know

315 10% 5% 9% 16% 57% 3% 315 10% 5% 9% 16% 57% 3%

2011 2012 2013 2014 2015 2016
0
50
100
150
200
250
300
350
2011 2012 2013 2014 2015 2016
0
50
100
150
200
250
300
350
Base: Users of Twitter (112)
Q5d. Approximately how many Twitter accounts do you follow?
Note: There were two very large outliers provided by three respondents which have been
excluded from the mean calculation above
Base: Users of Twitter (112)
Q5dii. How often do you tweet on average?
Note: Q5dii not asked prior to 2014 so no comparison available

How often do you tweet on average?	2014	2015	2016
More than five times a day	5%	10%	26%
Every day / most days	11%	12%	21%
A few times a week	17%	20%	11%
About once a week	3%	8%	8%
Less than once a week	33%	33%	26%
Do not tweet at all	31%	16%	8%

Number of Twitter accounts followed
Sensis Social Media Report | The general public and social media
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Smartphones are clearly the preferred device for social
networking. Over seven in ten social media users access their
accounts on their smartphone, which is consistent with the results
from last year. Use of laptops for social media continues to decline
from 69% in 2012 to 52% last year and 39% in 2016. Tablet usage
is also trending down from 39% in 2014 to 34% last survey to
30% now. Desktops are half as popular for logging into social
media as they were in 2011 (60% down to 30%).
Seventy-four percent are accessing social media on their mobile
device only via apps (same level as in 2015) rather than only via a
website (14%, no change). Twelve percent use both these options.
In light of these results it is not surprising to discover a strong
preference for app access over website access – 71% versus 29%.
Devices and applications used to access social media

Devices used to access social media	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Smartphone	72%	81%	63%	96%	93%	68%	52%	13%
Laptop computer	39%	39%	39%	36%	35%	43%	39%	45%
Tablet	30%	25%	35%	15%	25%	44%	41%	36%
Desktop computer	30%	29%	32%	15%	24%	30%	48%	49%
iPod Touch	1%	1%	1%	1%	0%	0%	4%	0%
Internet-enabled TV	1%	<1%	2%	0%	1%	3%	3%	0%

 

Devices used to access social media	2011	2012	2013	2014	2015	2016
Smartphone	34%	53%	67%	71%	70%	72%
Laptop computer	50%	69%	64%	55%	52%	39%
Tablet	4%	18%	35%	39%	34%	30%
Desktop computer	60%	54%	46%	38%	28%	30%
iPod Touch	5%	6%	5%	6%	3%	1%
Internet-enabled TV	NA	NA	NA	NA	2%	1%

Base: Users of social media (544)
Q7a(i). What devices do you use to access social network sites?
72%
72% of people use smartphones to access social media
Sensis Social Media Report | The general public and social media
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App
Website
Both
74%
14%
12%
Total
App
Website
Both
73%
11%
16%
Male
App
Website
Both
75%
16%
9%
Female
App
Website
71%
29%
Devices and applications used to access social media

How mobile users access social media	18-29	30-39	40-49	50-64	65+
App	78%	75%	76%	69%	54%
Website	5%	11%	15%	23%	43%
Both	17%	14%	9%	8%	3%

How mobile users access social media
Which platform do you prefer
Base: Users of social media on mobile devices (448)
Q7a(ii). What devices do you use to access social network sites?
Note: The 18-29 results prior to 2015 were actually for 20-29s
Base: Users of social media on mobile devices with access via apps and the website (58)
Q7b. What devices do you use to access social network sites?
Sensis Social Media Report | The general public and social media
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Once more we find that nearly everyone social networks at home
and the appeal of other locations has not changed much in the past
year either. Work, public transport, restaurants, bars, parties and in
the car were mentioned by significant proportions. Interestingly,
males nominated all the venues outside the home more than
females.
This year we have seen the gym emerge as another place where
people access social media.
Where are social networking sites used?
At home
At work
On public transport
In the car
Restaurants/bars/parties
At sporting events
At school or college
At the gym
96%
35%
25%
20%
19%
14%
14%
8%

Locations where social media is used	2011	2012	2013	2014	2015	2016
At home	97%	98%	96%	95%	93%	96%
At work	22%	30%	34%	39%	32%	35%
On public transport	10%	29%	32%	31%	26%	25%
Restaurants/bars/parties	11%	22%	26%	30%	21%	19%
In the car	10%	16%	18%	26%	19%	20%
At sporting events	8%	17%	19%	21%	16%	14%
At school or college	10%	12%	13%	12%	15%	14%
At the gym	NA	NA	NA	NA	NA	8%

 

Locations where social media is used	Total	Male	Female	18-29	30-39	40-49	50-64	65+
At home	96%	94%	97%	95%	94%	97%	94%	100%
At work	35%	44%	26%	49%	45%	34%	23%	1%
On public transport	25%	30%	20%	50%	27%	14%	8%	3%
Restaurants/bars/parties	19%	22%	16%	33%	23%	14%	9%	3%
In the car	20%	26%	14%	37%	22%	11%	12%	3%
At sporting events	14%	19%	9%	25%	16%	10%	5%	2%
At school or college	14%	18%	9%	29%	13%	7%	5%	1%
At the gym	8%	12%	5%	15%	11%	6%	3%	0%

Locations where social media is used

Locations where social media is used	Total	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
At home	96%	97%	96%	93%	97%	93%	94%	95%	97%	96%	95%
At work	35%	36%	28%	41%	38%	33%	38%	37%	34%	37%	31%
On public transport	25%	19%	24%	15%	43%	39%	51%	54%	27%	29%	15%
Restaurants/bars/parties	19%	15%	14%	13%	33%	33%	40%	53%	32%	23%	11%
In the car	20%	15%	13%	15%	41%	36%	51%	52%	32%	24%	13%
At sporting events	14%	10%	13%	9%	22%	22%	35%	47%	22%	17%	7%
At school or college	14%	9%	10%	11%	25%	25%	37%	28%	12%	15%	10%
At the gym	8%	6%	6%	6%	5%	20%	13%	38%	16%	10%	5%

Base: All social media users (544)
Q7c. Where do you use social networking sites – either on your computer or mobile device?
Notes: Multiple responses allowed. The 18-29 results prior to 2015 were actually for 20-29s
Sensis Social Media Report | The general public and social media
32
Where are social networking sites used?
Social media use in the home
Lounge/living room
Bedroom
Study
Kitchen
Toilet
Bathroom
69%
42%
29%
22%
12%
9%

Where in the home social media is used	2011	2012	2013	2014	2015	2016
Lounge/living room	48%	58%	66%	70%	72%	69%
Bedroom	31%	41%	44%	49%	43%	42%
Study	47%	43%	36%	37%	35%	29%
Kitchen	11%	16%	21%	22%	24%	22%
Toilet	NA	5%	6%	10%	14%	12%
Bathroom	4%	5%	7%	10%	14%	9%

 

Where in the home social media is used	Total	Male	Female	18-29	30-39	40-49	50-64	65+
Lounge/living room	69%	70%	69%	74%	80%	82%	50%	50%
Bedroom	42%	49%	36%	67%	55%	32%	18%	19%
Study	29%	27%	30%	18%	28%	24%	47%	32%
Kitchen	22%	25%	19%	29%	27%	20%	16%	11%
Toilet	12%	16%	8%	19%	16%	9%	6%	0%
Bathroom	9%	10%	8%	13%	13%	8%	5%	0%

 

Where in the home social media is used	Total	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
Lounge/living room	69%	67%	64%	71%	76%	71%	96%	96%	76%	72%	65%
Bedroom	42%	33%	42%	36%	58%	61%	62%	73%	57%	48%	32%
Study	29%	33%	23%	32%	25%	26%	22%	24%	33%	27%	32%
Kitchen	22%	19%	15%	25%	28%	35%	32%	41%	29%	24%	18%
Toilet	12%	8%	5%	12%	17%	26%	16%	41%	25%	13%	8%
Bathroom	9%	8%	3%	14%	14%	8%	22%	7%	20%	11%	5%

Base: Users of social media sites at home (520)
Q7d. Where would you normally use these sites at home? In which rooms of the house?
Notes: Multiple responses allowed. The 18-29 results prior to 2015 were actually for 20-29s
Within the home, the living room remains much more popular than
any other room for using social media. The bedroom also retains
majority appeal in the under 40 age group. Fewer people appear
to be using social media in other rooms than last survey, but apart
from the study such rooms tend to be favoured more by males than
females, and by those aged under 40. Some locational variations are
also evident but the living room is the most popular in all states and
territories.
Sensis Social Media Report | The general public and social media
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Once again we find that about four in ten users check-in to social
networks while watching television. This behaviour remains more
typical of females but the 40-49s have now adopted such behaviour
to a greater degree than other age groups. News and current affairs,
reality shows and movies are the most popular TV programs viewed
while social networking. However, reality TV shows and movies were
both mentioned more than last year, with fewer watching news and
current affairs while social networking.
More than one in four people discuss the programs they watch on
social media and this statistic has not altered much in recent years,
however, males are now doing this more than females.
Proportion that use social media while watching TV
Base: All social media users (544)
Q8a. Do you use social media when you watch TV?
TV and social networking
Total Male Female 18 – 29 30 – 39 40 – 49 50 – 64 65+
2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016 2014 2015 2016
0%
10%
20%
30%
40%
50%
60%

TV genres favoured while social networking	2012	2013	2014	2015	2016
News and current affairs	42%	37%	44%	50%	44%
Reality TV	31%	38%	31%	41%	44%
Sport	31%	35%	32%	33%	27%
Movies	27%	26%	25%	32%	41%
Documentaries	22%	21%	28%	30%	27%
Comedy shows	39%	33%	30%	31%	31%
Dramas	28%	31%	36%	26%	30%
Soaps	23%	19%	20%	25%	23%

Sensis Social Media Report | The general public and social media
34
TV and social networking
Discuss TV program on social media while watching
Total
2014 2015 2016
Male
2014 2015 2016
Female
2014 2015 2016
18 – 29
2014 2015 2016
30 – 39
2014 2015 2016
40 – 49
2014 2015 2016
50 – 64
2014 2015 2016 2014 2015 2016
65+
0%
5%
10%
15%
20%
25%
30%
35%
40%

Impact of discussing television programs on social media on enjoyment	2014	2015	2016
Increases my enjoyment	41%	33%	44%
Decreases my enjoyment	9%	3%	6%
No impact on my enjoyment	51%	47%	44%
Don’t know or not sure	0%	18%	5%

Base: Users of social media while watching TV (190)
Q8b. Which types of shows do you mainly use social media while watching?
Q8c. Do you discuss TV on social media during the program?
Q8d. Does discussing a TV program on social media during the program change your enjoyment of the program? (Base 62)
Notes: Multiple responses allowed for Q8b. Rounding occurs. The 18-29 results prior to 2015 were actually for 20-29s

People are discussing programs on social media while watching television

Sensis Social Media Report | The general public and social media
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As has been the case throughout this survey series, nearly all
users of social media regard it as a means of keeping in touch
with friends or family. Watching videos has emerged as one of the
other common reasons, mentioned by 28% of people. Many other
influences remain at play, although a number are declining in
appeal.
Sharing photos, videos, news or current affairs content remains
attractive for over one third of users but has declined over the
past two to three years. That is also true concerning certain
entertainment and shopping influences. For instance, using social
media to coordinate parties and shared activities, finding out about
events and playing games. In terms of shopping, the common
reasons for using social media are to follow brands or businesses,
conduct research and provide reviews or blogs on purchases.
Reasons for using social networking sites

Reasons for using social networking sites	2011	2012	2013	2014	2015	2016
Catch up with family and friends	93%	94%	94%	95%	92%	91%
Share photographs or videos	56%	51%	47%	64%	45%	36%
Get information on news and current events	NA	27%	29%	47%	40%	35%
Coordinate parties or other shared activities	32%	33%	29%	33%	24%	18%
Follow or find out about particular brands or businesses	15%	22%	25%	32%	24%	16%
Find out about entertainment events	26%	23%	24%	32%	23%	17%
Play games	24%	18%	21%	26%	21%	18%
Research holiday destinations or travel offers	12%	13%	13%	26%	20%	12%
Follow particular brands to access offers or promotions	11%	18%	15%	29%	20%	13%
Research products and services you might want to buy	12%	16%	20%	28%	19%	14%
Find people with the same interests	14%	13%	14%	22%	17%	16%
Meet new friends	18%	14%	10%	20%	14%	14%
Follow celebrities	6%	9%	9%	12%	12%	14%
Provide reviews/write blogs about products you have bought	6%	6%	8%	15%	11%	8%
Pressure from family and friends to use them	NA	11%	7%	9%	9%	5%
Engage with a government representative or department	5%	7%	6%	9%	8%	8%
Find potential dates	NA	3%	5%	9%	6%	3%
To watch videos	NA	NA	NA	NA	NA	28%

Base: Users of social media (533)
Q4a. For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these
reasons do you use these types of sites?
Note: The 18-29 results prior to 2015 were actually for 20-29s

28% of people use social media to watch videos

Sensis Social Media Report | The general public and social media
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Reasons for using social networking sites
In the following table, we compare reasons for use by gender and
age and there are some notable differences. Females mentioned
most of the shopping and research related reasons more than
males, while the opposite applied for watching videos, following
celebrities, meeting friends and meeting people with the same
interests. Quite a few of the factors influencing social media use are
more prevalent in the under 40 age groups.
Base: Users of social media (544)
Q4a. For what reasons do you use social networking sites? Remember, we are talking about sites such as Facebook or Twitter and not the Internet in general. For which of these
reasons do you use these types of sites?
Note: Multiple responses allowed

Reasons for using social networking sites	Male	Female	18-29	30-39	40-49	50-64	65+
Catch up with family and friends	91%	92%	97%	93%	88%	84%	94%
Share photographs or videos	37%	36%	48%	41%	31%	23%	31%
Get information on news and current events	34%	36%	33%	47%	40%	28%	22%
Co-ordinate parties or other shared activities	16%	20%	23%	29%	18%	8%	3%
Follow or find out about particular brands or businesses	14%	18%	13%	21%	23%	13%	7%
Find out about entertainment events	14%	20%	17%	26%	18%	11%	10%
Play games	16%	19%	20%	21%	14%	17%	16%
Research holiday destinations or travel offers	10%	13%	7%	11%	14%	15%	14%
Follow particular brands to access offers and promotions	8%	18%	11%	22%	16%	8%	7%
Research products or services you might want to buy	11%	15%	7%	20%	17%	12%	14%
Find people with the same interests	19%	13%	24%	13%	17%	11%	8%
Meet new friends	17%	10%	23%	13%	17%	11%	8%
Follow celebrities	18%	11%	28%	18%	9%	2%	4%
Provide reviews and write blogs about products you have bought	8%	8%	9%	15%	9%	5%	0%
Pressure from family and friends to use them	4%	6%	8%	5%	4%	4%	3%
Engage with a Government representative or department	8%	9%	3%	10%	12%	11%	10%
Find potential dates	2%	5%	5%	5%	1%	2%	2%
To watch videos	37%	20%	43%	38%	19%	14%	14%

 

43% of 18-29 years olds use social media to watch videos

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37
Types of products or services researched on social networking sites
Using social media to research products and services to buy has
halved in two years from 28% in 2014 to 19% last year and 14%
in this survey. Clothing and fashion is being researched to a lesser
degree than previous years, although it remains one of the more
commonly mentioned categories. In the list below, electrical goods is
the most researched category via social media followed by furniture
and items for the home.
Base: Use social networking sites to research products or services (76)
Q4c. You mentioned that you use social networking sites to research products or services you might want to buy? What types of products or services would you mainly look for?
Notes:
• Multiple responses allowed
• NA = response option not provided
• Some changes to the response options were made in 2016 but trend series results still shown. ‘Videos’ changed to ‘Movies / TV Shows’. ‘Computer games’ changed to ‘Games’

Products or services researched on social networking sites	2011	2012	2013	2014	2015	2016
Clothing and fashion	42%	53%	44%	49%	53%	35%
Electrical goods	39%	31%	26%	43%	44%	45%
Furniture and things for the home	28%	17%	11%	29%	40%	38%
Music	19%	32%	19%	20%	26%	25%
Computers and hardware	21%	20%	21%	24%	24%	28%
Cosmetics, beauty and fragrances	4%	22%	20%	12%	23%	22%
Software	8%	14%	9%	18%	21%	16%
Movies/TV Shows	4%	14%	8%	17%	16%	29%
Games	9%	10%	15%	14%	9%	20%

 

This year fewer people are using social media to research clothing and fashion

Sensis Social Media Report | The general public and social media
38
Path to purchase
Among the 14% who use social media platforms to research
something they want to buy, holiday, travel and accommodation
stood out (21%). There were also double figure mentions for
clothing and fashion (12%) and appliances or electrical equipment
(11%). However, as indicated in the previous section, clothing and
fashion are being researched far less through social media than
in the past two years. Now such research via a mobile device has
clearly overtaken the computer. Purchases increased to 59% (from
49% last year) but they had been higher in 2014 at 63%. There has
been a gradual increase since 2013 in the proportion who made
their purchase online, from 50% to 71%.

How was that research conducted?	2011	2012	2013	2014	2015	2016
Computer	79%	62%	67%	53%	43%	32%
Mobile device	6%	18%	23%	40%	40%	44%
Both	8%	8%	7%	7%	15%	17%
Neither	8%	13%	3%	1%	3%	7%

 

What were you looking for on the last search occasion?	2014	2015	2016
Clothing and fashion	29%	25%	12%
Appliances or electrical equipment	15%	16%	11%
Furniture and things for the home	6%	10%	6%
Holiday, travel and accommodation	11%	7%	21%
Entertainment	6%	4%	8%
Computer software	6%	5%	5%
Music	2%	2%	3%
Games	2%	1%	1%
Movies / TV Shows	NA	NA	3%
Cosmetics / beauty	NA	NA	9
Other*	10%	24%	21%

Base: Those who have ever researched products/services on social networking sites (76)
Q9a. Thinking about the last time you used social networking sites to research something you might want to buy, what type of product or service were you looking for?
Q9b. Did you do that research on a computer or a mobile device?
Q9c. Did that research lead to a purchase?
Base: Those who made a purchase (55)
Q9d. Was that purchase made online?
Notes:
• NA = response option not provided
• *Responses included cars, paint, camping equipment, toys, health items and others

Holiday, travel and accommodation were the highest amongst recent searches

Sensis Social Media Report | The general public and social media
39
Path to purchase
Research which lead to a purchase
The resulting purchase was made online
2012
40%
2013
58%
2014
63%
2015
49%
2016
59%
2016
71%
2012
72%
2013
50%
2014
47%
2015
63%
Sensis Social Media Report | The general public and social media
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Social media and brands
Around one third of social media users follow businesses or brands
via social media and there has been little variation in this finding
since 2013. Gender differences were again minimal and the under
30 age group is still the most prolific in terms of following brands,
although the 30-39 and 40-49 year age groups did bridge the gap
to some degree. By location this behaviour is similar to the national
average everywhere except Tasmania and the NT, where just over a
quarter follow brands on social media.
Follows a social networking group associated with a particular brand or business

Follows a social networking group associated with a particular brand or business	2011	2012	2013	2014	2015	2016
Total	20%	25%	35%	33%	32%	36%
Male	15%	25%	35%	27%	31%	36%
Female	23%	25%	36%	37%	34%	35%
18 to 29	20%	32%	42%	43%	48%	45%
30 to 39	23%	38%	31%	41%	30%	35%
40 to 49	8%	17%	31%	31%	25%	39%
50 to 64	22%	14%	23%	18%	33%	30%
65+	7%	17%	16%	11%	6%	17%

Total
Victoria
South Australia
Queensland
New South Wales
Western Australia
Australian Capital Territory
Tasmania
Northern Territory
Metropolitan
Regional
36%
39%
37%
35%
35%
33%
33%
28%
27%
37%
33%
Base: All social networking users (544)
Q10a. Do you follow any social networking group associated with any particular business or brand?
Note: The 18-29 results prior to 2015 were actually for 20-29s
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What do consumers want from businesses or brands they follow?
The most common reasons people follow businesses or brands on
social media are for discounts or give-aways. Exclusive offers have
emerged as one of the more popular benefits.
Among Facebook users, 28% follow brands or businesses on
Facebook, which compares with 30% last year and 31% in 2014.
Their favourite category is still fashion, but of the five listed only
telecommunications saw an increase relative to last year.
Types of brands/businesses followed on Facebook
Base: Users of social media (544)
Q10b. Which of these things would you like to get from businesses or brands you might follow on social media?
Notes:
• NA = response option not provided
• ‘Exclusive offers’ is a new category included in 2016
Base: Use Facebook (520)
Q10e. Do you follow any particular brand or business on Facebook?
Base: Facebook users who follow brands on Facebook (153)
Q10f. What type of brands or businesses do you like to follow?
Note: Multiple responses allowed for Q10f

What do consumers want from businesses or brands that they follow?	2011	2012	2013	2014	2015	2016
Discounts	57%	64%	66%	62%	45%	41%
Give-aways	45%	54%	56%	51%	35%	30%
Coupons	36%	41%	44%	40%	30%	26%
Product information	41%	48%	49%	49%	27%	31%
Invitations to events	41%	38%	38%	34%	26%	26%
Tips and advice	NA	41%	48%	45%	24%	26%
Information about the company	32%	30%	35%	37%	24%	25%
Feedback forums	32%	31%	34%	34%	20%	19%
Industry information	NA	30%	32%	30%	21%	22%
Exclusive offers	NA	NA	NA	NA	NA	30%
None of these	NA	NA	NA	26%	34%	34%

0%
10%
20%
30%
40%
50%
Telecommunications
providers
2014 2015 2016
Electronics and
technology
2014 2015 2016
Work or
profession
related
2014 2015 2016
Sporting
clubs
2014 2015 2016
Fashion and
clothing
2014 2015 2016
Sensis Social Media Report | The general public and social media
42
What do consumers want from businesses or brands they follow?
Among Twitter users, 21% follow brands or businesses on this
platform which is slightly fewer than in previous years (23% in 2015
and 26% in 2014). However, there was strong growth in the appeal
of all five categories followed via Twitter.
Base: Use Twitter (112)
Q10c. Do you follow any particular brand or businesses on Twitter?
Base: Twitter users who follow brands via Twitter (20)
Q10d. What type of brands or businesses do you like to follow?
Note: Multiple responses allowed for Q10d
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
Fashion and clothing
2014 2015 2016
Telecommunications
providers
2014 2015 2016
Sporting
Clubs
2014 2015 2016
Electronics
and
technology
2014 2015 2016
Work or
profession related
2014 2015 2016
Types of brands/businesses followed on Twitter
Sensis Social Media Report | The general public and social media
43
Advertising on social networking sites
Attitudes towards advertising on social media remain polarised in
a number of respects. There are still over a third of people who are
happy to see ads (34%, was 38% in 2015) and over four in ten click
on them occasionally to find out more (43%, was 42%). It is still the
case that a slight majority (53%) take no notice of such ads, but
this has come down from 69% in 2014 and 55% last year. Likewise,
most ignore sponsored posts from businesses they don’t follow,
but this incidence has fallen from 72% to 67%. A new statement
included this survey reveals that over four in ten will inspect a
brand’s social media presence before making an online purchase if
they had not previously purchased from that brand’s website.
Base: Users of social networking sites (544)
Q12. How do you feel about businesses or brands advertising on social networking sites? Do you agree or disagree (or have no opinion either way) with the following statements?
Note: Rounding occurs

Attitudes towards advertising on social network sites	Agree	Neutral	Disagree
I’m quite happy to see ads on social network sites	34%	25%	41%
I take no notice of ads on social network sites	53%	20%	27%
I’m turned off by companies or brands that advertise on social network sites	32%	34%	34%
I sometimes click on ads I see on social network sites to find out more	43%	13%	44%
I like sponsored posts from businesses I follow on social networks	27%	23%	50%
I ignore sponsored posts from businesses I don’t follow	67%	16%	17%
I will inspect a brand’s social media presence before making an online purchase if I have not purchased from their website before	41%	18%	41%

Sensis Social Media Report | The general public and social media
44
0%
3%
6%
9%
12%
15%
Total NSW VIC QLD SA WA TAS NT ACT Metropolitan Regional
Interaction with brands on social media
Brands are more likely to build trust if they interact positively
with customers on social media, make their content engaging and
relevant, and keep it regularly updated. The number of followers a
brand has on social media sites does not always influence trust, but
it does make a difference to some social media users (30%).
Eleven percent stopped following at least one company or brand on
social media in the three months prior to the survey. This happened
more in WA (14%) and less in Tasmania (3%) than anywhere else. It
is not shown below but females were more likely to have taken this
action than males (13% to 9%) and so were the under 30s relative
to the 65 plus age group in particular (14% to 5%).

Are you more likely to trust the brand if…?	Yes	No	Unsure
They have a large number of followers across sites like Facebook, Instagram or Twitter	30%	49%	20%
They interact with their customers in a positive way on social media	52%	31%	17%
They regularly update their content	51%	31%	18%
You find their content engaging and relevant to you	52%	31%	17%

Base: Users of social networking sites (544)
Q12h. If or when you check a brand’s social media presence, are you more likely to trust the brand if…?
Note: New question asked in 2016
Base: All social networking users (544)
Q12i. In the last 3 months have you stopped following any company or brand on social media?
Stopped following any company / brand on social media in the last three months
Sensis Social Media Report | The general public and social media
45
Interaction with brands on social media
A content issue was the main factor cited by those who stopped
following any brand or company on social media in recent months.
Irrelevant, unappealing or excessive content generated the most
criticism. Too much advertising emerged but was not as much of a
barrier as the other content issues.
Irrelevant or unappealing content
Too much content
Too many ads
Some other reason
Too little content
52%
32%
21%
16%
5%
Reason for no longer following a company / brand on social media in the last three months
Base: All social networking users who have stopped following any company / brand on social media (52)
Q12j. Was that because of…?
Note: New questions asked in 2016
Sensis Social Media Report | The general public and social media
46
Provision of online ratings
Thirty one percent of social media users have provided online ratings
which is marginally higher than previously recorded and up seven
points on last year. By gender and age there are no marked variations
in the incidence of providing ratings but the NT (16%) is well below
the national average, while NSW and Queensland are above (34%
each). The average number of ratings provided has decreased from
14 to nine and was lower across the key demographics. As discovered
before, experiences in hotels and motels, restaurants and bars and
stores tend to attract the most ratings online.
Proportion who have provided ratings online by location

Proportion who have provided ratings online	2011	2012	2013	2014	2015	2016
Total	27%	24%	25%	30%	24%	31%
Male	28%	29%	29%	33%	25%	32%
Female	26%	19%	21%	27%	24%	30%
18 to 29	24%	28%	15%	32%	30%	33%
30 to 39	26%	22%	31%	28%	28%	37%
40 to 49	28%	18%	25%	28%	22%	31%
50 to 64	31%	27%	27%	34%	27%	26%
65+	24%	23%	27%	39%	14%	28%

Total
New South Wales
Queensland
Victoria
Australian Capital Territory
Western Australia
Tasmania
South Australia
Northern Territory
Metropolitan
Regional
31%
34%
34%
30%
28%
25%
25%
23%
16%
31%
30%
Sensis Social Media Report | The general public and social media
47
Provision of online ratings
Number of ratings provided last year
Average number of ratings provided last year
Base: Access the Internet (798)
Q13a. Now some questions on online ratings – when you go on to a company’s website to rate a particular product, service or entertainment by giving it a score out of 10 or a star
rating of some kind – do you ever provide these types of online ratings?
Q13c. And, in the last year, how many times do you think you would have provided an online rating?
Notes:
• Rounding occurs
• Don’t know responses not shown
• The 18-29 results prior to 2015 were actually for 20-29s
Base: Ever provide online ratings (221)
Q13b. For what types of products or services have you provided online ratings? (All other responses less than 5%)
Notes:
• Rounding occurs
• NA = not asked
• Don’t know responses not shown
Up to 10 11 to 20 21 to 50 51+
80% 11% 5% 2%
5 0
10
Number of ratings
15
20
25
Total
2014 2015 2016 2014 2015 2016
Male
2014 2015 2016
Female
2014 2015 2016
18 – 29
2014 2015 2016
30 – 39
2014 2015 2016
40 – 49
2014 2015 2016
50 – 64
2014 2015 2016
65+

Products and services rated	2014	2015	2016
Hotels and motels	25%	44%	40%
Restaurants and bars	25%	33%	36%
Stores	19%	31%	31%
Holiday destinations	22%	26%	17%
Movies	13%	15%	15%
Mobile apps	12%	16%	19%
Bands and music	5%	12%	10%

Sensis Social Media Report | The general public and social media
48
Use of online reviews or blogs
It continues to be the case that most Australian Internet users
(60%) read online reviews or blogs, and while this incidence is
greater than in 2015, it remains behind prior observations. This
year’s growth has been driven more by females than males, and
by the 40 plus age group than younger people. In fact the under
30 age group have become significantly less interested in online
reviews and blogs since 2013 – down from 80% to 59% now.
Queensland (70%) is the only location significantly above the
national average on this measure with the NT (37%), WA (45%) and
Tasmania (46%) quite far behind. Most readers are still likely to look
at up to five reviews before making a decision, but some growth in
the number of reviews consulted was indicated in the survey.
Proportion who have read online reviews or blogs

Proportion who have read online reviews or blogs	2011	2012	2013	2014	2015	2016
Total	63%	68%	74%	67%	55%	60%
Male	65%	73%	77%	73%	55%	56%
Female	61%	64%	71%	61%	55%	63%
18 to 29	75%	80%	80%	70%	67%	59%
30 to 39	65%	65%	76%	77%	64%	65%
40 to 49	72%	73%	76%	68%	55%	74%
50 to 64	56%	57%	68%	60%	53%	57%
65+	44%	73%	65%	53%	35%	44%

Total
Queensland
New South Wales
Victoria
Australian Capital Territory
South Australia
Tasmania
Western Australia
Northern Territory
Regional
Metropolitan
60%
70%
61%
59%
58%
56%
46%
45%
37%
63%
58%
Sensis Social Media Report | The general public and social media
49
Number of reviews respondents expect to read before making a decision
Base: Access the Internet (798)
Q14a Do you ever read online reviews or blogs to find out what other people think about products or services you might be interested in?
Note: The 18-29 results prior to 2015 were actually for 20-29s
Base: Those who look at online reviews (444)
Q14b. Approximately how many reviews would you expect to read before you make a decision?
0%
10%
20%
30%
40%
50%
60%
70%
6 to 10
2014 2015 2016
Up to 5
2014 2015 2016 2014
11 to 20
2015 2016
21 to 50
2014 2015 2016
Over 50
2014 2015 2016
Use of online reviews or blogs
Sensis Social Media Report | The general public and social media
50
Posting of online reviews or blogs
Twenty seven percent of Internet users have posted reviews
or blogs which is very much in line with earlier results. Males
and females do not differ in this respect, while by age group
this incidence ranges from 21% in the 65 plus segment to 34%
among 30-39s. As in 2015, reviews and blogging occur more in
the two biggest states, NSW and Victoria, than elsewhere. It is
least prevalent in the NT (11%), with Tasmania (17%) also underrepresented in this behaviour.
Experiences at hotels and motels or restaurants and bars again
prove to be the subject of most reviews, with the average number
posted in the last year being 14 – almost double the 2015 average
of 8. If the business in question responds to a bad review, fewer
now believe this could change their opinion – 19% answered
“yes” and 37% “maybe”. By gender and age there were no great
departures from the total average in the “yes” response.
Proportion who post online reviews or blogs
Base: Access the Internet (798)
Q14c. Have you ever posted an online review or blog, where you provide your thoughts or opinions on products, services, entertainment and so forth?
Note: The 18-29 results prior to 2015 were actually for 20-29s

Proportion who post online reviews or blogs	2011	2012	2013	2014	2015	2016
Total	24%	24%	28%	28%	27%	27%
Male	26%	31%	32%	34%	27%	27%
Female	21%	17%	25%	22%	28%	27%
18 to 29	23%	23%	25%	25%	31%	26%
30 to 39	29%	24%	32%	35%	34%	34%
40 to 49	21%	19%	39%	35%	27%	31%
50 to 64	25%	28%	30%	30%	30%	23%
65+	21%	22%	34%	20%	14%	21%

Total
Victoria
New South Wales
Queensland
South Australia
Western Australia
Australian Capital Territory
Tasmania
Northern Territory
Metropolitan
Regional
27%
31%
29%
25%
25%
21%
20%
17%
11%
27%
27%
Sensis Social Media Report | The general public and social media
51
Posting of online reviews or blogs
0%
10%
20%
30%
40%
50%
60%
70%
80%
Over 50
2014 2015 2016
21 to 50
2014 2015 2016
11 to 20
2014 2015 2016
6 to 10
2014 2015 2016
Up to 5
2014 2015 2016
None
2014 2015 2016
Average in 2016 = 13.9
0%
10%
20%
30%
40%
50%
Bands
and music
2014 2015 2016
Movies
2014 2015 2016
Mobile apps
2014 2015 2016
Holiday
destinations
2014 2015 2016
Stores
2014 2015 2016
Restaurants,
bars and cafes
2014 2015 2016
Hotels and
motels
2014 2015 2016
Number of reviews provided last year
Products and services reviewed
Base: Ever provide online reviews (194)
Q14f. And, in the last year, how many times do you think you would have posted an online review or blog?
Base: Ever provide online reviews (193)
Q14d. For what types of products or services have you provided online reviews or blogs?
Note: All other responses less than 5%
Sensis Social Media Report | The general public and social media
52
Posting of online reviews or blogs
Might change opinion if business responds to feedback on social media
Might change opinion if business responds to feedback on social media
Base: Ever provide online reviews (193)
Q14e. If a business gets back to you after you have posted a bad review, would that change your opinion?
Note the 18-29 results prior to 2015 were actually for 20-29s

Yes	No	Maybe
Total	19%	44%	37%
Male	17%	43%	40%
Female	21%	45%	34%
18 to 29	19%	45%	36%
30 to 39	19%	28%	53%
40 to 49	20%	45%	35%
50 to 64	16%	47%	37%
65+	23%	61%	16%

0%
10%
20%
30%
40%
50%
Yes
2014 2015 2016
No
2014 2015 2016
Maybe
2014 2015 2016
Sensis Social Media Report | The general public and social media
53
Behaviour on social media
This new set of questions reveals further insights into the
behaviours of social media users. Deleting friends (43%) is relatively
pronounced, while accepting friend requests from strangers is not
uncommon (17%). Ten percent claim to have dated someone they
met online. Such dating has been primarily concentrated in the
under 40 age group. Ending or having a romantic relationship ended
on social media has been experienced by less than 5% of people.
These two behaviours were more evident in the under 30s (5% and
10% respectively) than 30-39s (3% in each case) and 40-49s (2%
and 3% respectively).
Which have you done on social media?
Q15. Which, if any, of the following have you done on social media?
Q15. Which, if any, of the following have you done on social media?
Notes: Some bases are quite small in the location results above. Rounding occurs
None of the below
Deleted any friends
Accepted requests to connect from people you don’t know
Dated someone you met online
Had someone end a romantic relationship with you on social media
Ended a romantic relationship on social media
49%
43%
17%
10%
4%
2%

Which have you done on social media?	Male	Female	18-29	30-39	40-49	50-64	65+
Accepted requests to connect from people you don’t know	19%	16%	34%	16%	23%	9%	5%
Deleted any friends	39%	47%	62%	53%	42%	25%	37%
Dated someone you met online	10%	10%	21%	20%	5%	2%	2%
Ended a romantic relationship on social media	3%	1%	5%	3%	2%	<1%	0%
Had someone end a romantic relationship with you on social media	4%	3%	10%	3%	3%	0%	2%
None of the above	50%	48%	23%	41%	49%	67%	63%
Base	171	212	56	82	92	87	66

 

Which have you done on social media?	NSW	VIC	QLD	SA	WA	TAS	NT	ACT	Metro	Regional
Accepted requests to connect from people you don’t know	12%	16%	22%	27%	27%	10%	0%	6%	16%	19%
Deleted any friends	40%	43%	48%	40%	52%	44%	29%	28%	42%	44%
Dated someone you met online	13%	9%	6%	8%	12%	9%	15%	9%	14%	4%
Ended a romantic relationship	2%	2%	0%	6%	2%	9%	7%	0%	3%	0%
Had someone end a romantic relationship with you	4%	4%	4%	6%	0%	9%	0%	0%	4%	3%
None of the above	52%	50%	48%	42%	39%	56%	57%	69%	50%	48%
Base	91	87	61	41	44	25	10	24	234	149

Sensis Social Media Report | Australian businesses and social media
54
Sensis Social Media Report | Australian businesses and social media
Australian
businesses and
social media
Section 2:
Use of social media – summary ……………………………………………………………………………………………………………………………………………………….. 55
Use of social media by business category (small to medium)……………………………………………………………………………………………………………57
Use of social media by location (small to medium) …………………………………………………………………………………………………………………………. 58
Uses of social media…………………………………………………………………………………………………………………………………………………………………………… 59
Advertising on social media sites……………………………………………………………………………………………………………………………………………………….. 61
Who is responsible for a business’ social media presence?……………………………………………………………………………………………………………….62
How often do businesses update their social media?………………………………………………………………………………………………………………………..63
How is traffic driven to a business’ social media presence? ………………………………………………………………………………………………………………64
Business investment in social media ………………………………………………………………………………………………………………………………………………… 65
Percentage of marketing budget allocated to social media……………………………………………………………………………………………………………… 66
How businesses measure the success of their social media investment…………………………………………………………………………………………..67
Do businesses have a strategic plan for social media?…………………………………………………………………………………………………………………….. 69
Expectations for the next 12 months…………………………………………………………………………………………………………………………………………………..70
Sensis Social Media Report | Australian businesses and social media
55
More businesses now have a social media presence than has
previously been recorded. Forty eight percent of small businesses,
54% of medium businesses and 79% of large businesses are
now on social media. Facebook continues to be the most popular
platform by far, with LinkedIn and Twitter relatively prominent,
particularly in medium and large businesses where Instagram and
YouTube are also common. Other platforms do not have widespread
appeal, although almost one in five large businesses use Google+.
Four percent of small businesses, 2% of medium sized businesses
and 2% of large businesses claimed to have removed a social media
presence this year. The main reasons were that it required too much
time or that there was no return on their investment.
Seventeen percent of small businesses not currently using social
media anticipate adding a presence in the next year. This is also true
for 13% of medium sized businesses and 29% of large businesses.
Those with no intention primarily said they don’t see a benefit to
their business from using social media.
Base: All businesses: Small: n=900. Medium: n=100. Large: n=100
QB1a. Does your business have a social media presence? This might include having a Facebook page, Google+, YouTube, Foursquare, Pinterest, Yelp, Vine, Instagram, being active on
Twitter or LinkedIn, having a blog, hosting forums or having a social media based rating system?
Proportion of businesses that have a social media presence
Use of social media – summary
Small business Medium business Large business
2012 2013 2014 2015 2016 2012 2013 2014 2015 2016 2012 2013 2014 2015 2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
Sensis Social Media Report | Australian businesses and social media
56
Base: All businesses with social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB2. What does your social media presence include?
Base: Do not have social media presence: Small: n=467. Medium: n= 47. Large: n=21
QB1b. Has your business had a social media presence in the past?
QB1d. Are you planning on getting a social media presence in the next 12 months?
QB1e. Why not?

Social media presence includes:	Small	Medium	Large
Facebook	89%	79%	89%
Twitter	24%	43%	61%
LinkedIn	22%	56%	59%
Google+	10%	10%	19%
YouTube	3%	16%	41%
Instagram	12%	28%	42%
Pinterest	2%	11%	11%
Blog	4%	4%	9%
Two-way online communication forum	1%	2%	5%
Snapchat	0%	0%	3%
Yelp	2%	0%	1%

Use of social media – summary
Small
business
4%
Medium
business
2%
Large
business
2%
Small
business
17%
Medium
business
13%
Large
business
29%
Proportion of businesses that have removed a social
media presence in the past year
Proportion of businesses that intend to get a social
media presence in the next year
Sensis Social Media Report | Australian businesses and social media
57
Social media use is at the highest level recorded in all sectors
but the Cultural, Recreational and Personal Services sector is still
the most active. Retail; Hospitality; and Communication, Property
and Business Services are well above the national average. Also
consistent with prior results, the Building and Construction and
Manufacturing sectors have lower usage of social media.
Proportion of SMBs with a social media presence – Total
Use of social media by business category (small to medium)

Proportion of SMBs with a social media presence	2011	2012	2013	2014	2015	2016
Total	15%	27%	31%	37%	31%	48%
Cultural, Recreational and Personal services	41%	58%	60%	59%	49%	77%
Retail Trade	14%	30%	32%	50%	41%	61%
Hospitality (Accommodation, Cafes and Restaurants)	33%	47%	54%	59%	45%	60%
Communication, Property and Business Services	14%	30%	27%	44%	24%	60%
Health and Community Services	4%	23%	23%	26%	42%	49%
Wholesale Trade	13%	27%	44%	21%	32%	45%
Finance and Insurance	10%	13%	18%	26%	29%	41%
Transport and Storage	18%	23%	17%	13%	32%	38%
Manufacturing	9%	16%	18%	26%	19%	35%
Building and Construction	5%	10%	25%	19%	19%	32%

Base: All SMBs: Small: n=900. Medium: n= 100
QB1a. Does your business have a social media presence? This might include having a Facebook page, being active on Twitter, Instagram or LinkedIn, having a blog, hosting forums or
having a social media based rating system?
2011 2012 2013 2014 2015 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sensis Social Media Report | Australian businesses and social media
58
A social media presence is highest among Queensland SMBs, with
South Australia and NSW also exceeding the national average.
WA and the ACT are distinctly below average. However, there
has been growth across the board this year. Regional SMBs are
slightly more likely to have a social media presence than their
metropolitan counterparts.
Use of social media by location (small to medium)
Base: All SMBs: Small: n=900. Medium: n=100
QB1a. Does your business have a social media presence? This might include having a Facebook page, Google+, YouTube, Foursquare, Pinterest, Yelp, Vine, Instagram, being active on
Twitter or LinkedIn, having a blog, hosting forums or using a social media based rating system?

Proportion of SMBs that have a social media presence	2011	2012	2013	2014	2015	2016
Total	15%	27%	30%	37%	31%	48%
New South Wales	14%	30%	32%	36%	38%	50%
Victoria	14%	23%	27%	31%	25%	45%
Queensland	20%	28%	31%	48%	32%	54%
South Australia	11%	25%	32%	35%	24%	51%
Western Australia	14%	30%	34%	35%	27%	39%
Tasmania	12%	28%	33%	41%	25%	45%
Northern Territory	15%	30%	23%	35%	24%	45%
Australian Capital Territory	20%	34%	31%	43%	27%	39%
Metropolitan	15%	29%	29%	35%	30%	46%
Regional	15%	25%	35%	40%	31%	51%

 

45

%

0%

51% 45%

39%

54%

45%

 

39%

Sensis Social Media Report | Australian businesses and social media
59
One of the main uses of social media for businesses is for two way
communication. However, this appears to be less common than last
year in the SMB sector.
Meanwhile, its appeal as a customer feedback mechanism for
ratings and reviews has increased among SMBs relative to 2015.
This is not the case for large businesses but they remain much
more likely to use social media this way than SMBs.
Less than half of SMBs, but more than three quarters of large
businesses, invite customers to provide comments, ratings and
reviews.
Even though discounts and coupons are a key reason why
consumers connect with businesses on social media, the majority
of SMBs and large businesses remain unlikely to offer them as an
incentive. Among businesses offering such incentives, discounts
are easily the most popular with small businesses (75%), while
giveaways (62%) stand out for medium sized businesses (62%) and
large businesses (69%).
Uses of social media
Small
business
Medium
business
Large
business
Small
business
Medium
business
Large
business
46% 45% 76% 51% 57% 66%
Small
business
Medium
business
Large
business
51% 57% 66%
Small
business
Medium
business
Large
business
25% 19% 37%

Use social media for two-way communication with clients and contacts	2012	2013	2014	2015	2016
Small	50%	54%	45%	64%	46%
Medium	55%	62%	55%	69%	45%
Large	74%	75%	65%	84%	76%

 

Invite online comments, ratings and reviews on social media sites	2012	2013	2014	2015	2016
Small	55%	56%	46%	43%	51%
Medium	56%	58%	59%	45%	57%
Large	86%	73%	53%	68%	66%

Sensis Social Media Report | Australian businesses and social media
60
Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB6a. Do you use your social media channels to engage in two-way communication with your customers and contacts?
QB15. Do you offer incentives to consumers via your social media presence? What sort of incentives do you offer?
QB17. Do you invite online comments, ratings or reviews on your business or products?
QB18. Do you engage with people who provide feedback about your business with ratings and reviews on social media sites?
Note: *Question not reported on in previous years hence no comparison available before 2015
Small
business
Medium
business
Large
business
25% 19% 37%
Small
business
Medium
business
Large
business
53% 55% 71%

Offer incentives to consumers via social media	2012	2013	2014	2015	2016
Small	34%	28%	28%	25%	25%
Medium	27%	33%	43%	25%	19%
Large	35%	38%	41%	30%	37%

Uses of social media

Engage with people who provide feedback about your business with ratings & reviews on social media*	2015	2016
Small	44%	53%
Medium	46%	55%
Large	74%	71%

Sensis Social Media Report | Australian businesses and social media
61
We again see that paying for advertising on social media correlates
with business size, with strong growth among large businesses this
year. Large businesses are much more likely to now pay to advertise
on social media than small businesses.
Facebook is again the most favoured social media advertising
channel across the business world with LinkedIn, Twitter and
Instagram gaining traction. Most businesses paying to advertise
on Facebook and Instagram found their advertising effective but
medium and large sized businesses are more complimentary of
LinkedIn and Twitter than small businesses.
Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB4b. Have you paid to advertise on a social media channel?
Base: Have paid to advertise on a social media channel: Small: n=80. Medium: n= 15. Large: n=48
QB4c. What channel did you pay to advertise on?
Base: Have paid to advertise on these social media channels: Small: n=80. Medium: n= 15. Large: n=43
QB4d. Was that effective for your business?
Notes: *These results are based on two small, four medium and eight large businesses who advertised on Twitter
**These results are based on three small, three medium and 16 large businesses who advertised on LinkedIn
***These results are based on one small, two medium and 14 large businesses who advertised on Instagram
Advertising on social media sites

Proportion of businesses that advertise on each channel	Small	Medium	Large
Facebook	83%	83%	90%
LinkedIn	4%	21%	33%
Twitter	5%	34%	17%
Instagram	1%	28%	29%

 

Proportion that found paying to advertise on a social media channel effective	Small	Medium	Large
Facebook	56%	66%	98%
Twitter*	43%	78%	63%
LinkedIn**	47%	66%	75%
Instagram***	100%	73%	86%

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Small business
2013
2014
2015
2016
2013
2014
2015
2016
Medium business
2013
2014
2015
2016
Large business
Proportion of businesses that have paid to advertise
on a social media channel
Sensis Social Media Report | Australian businesses and social media
62
Internal management of social media is much more common than
outsourcing for all business sizes. However, medium size businesses
are outsourcing their social media management more than small or
large businesses. Among organisations that do outsource, specialist
social media and communications, PR or media agencies are the
preferred choices.
For small businesses, the owner or manager continues to be
the most likely person responsible for maintaining the social
media presence, although more are now allocating this task to
the marketing department. Medium and large businesses still
mostly expect their marketing department to play this role but the
communications department is now also regularly involved.
Who is responsible for a business’ social media presence?
Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB7a. Is your social media managed internally or outsourced?
QB7b. What type of external firm is it outsourced to? (multiple responses allowed)
QB8. Which area of your business has overall responsibility for your social media presence?
Note: Rounding occurs

Small business	2011	2012	2013	2014	2015	2016
Business owner or manager	82%	79%	72%	76%	78%	66%
Marketing department	10%	10%	11%	12%	15%	22%
IT department	2%	5%	10%	6%	3%	5%
Communications department	2%	3%	4%	4%	2%	5%
External firm	4%	3%	3%	2%	2%	3%

 

Medium business	2011	2012	2013	2014	2015	2016
Marketing department	52%	44%	43%	56%	63%	58%
Business owner or manager	36%	36%	40%	25%	23%	18%
IT department	6%	13%	7%	8%	9%	13%
External firm	6%	0%	3%	2%	3%	11%
Communications department	0%	8%	8%	9%	1%	0%

 

Large business	2011	2012	2013	2014	2015	2016
Marketing department	74%	64%	66%	77%	61%	53%
Communications department	0%	17%	10%	13%	30%	33%
Business owner or manager	17%	10%	8%	4%	7%	8%
IT department	0%	5%	3%	4%	2%	6%
External firm	1%	0%	3%	2%	0%	0%

 

Is your social media…	Small	Medium	Large
Managed internally?	89%	79%	89%
Outsourced?	6%	1%	4%
A combination of internal and outsourced?	5%	20%	8%

 

Outsourced to…	Small	Medium	Large
PR, communications or media agency	34%	45%	11%
Digital, web or Internet agency	33%	48%	44%
Specialist social media agency	17%	33%	56%
Other	15%	0%	0%

Sensis Social Media Report | Australian businesses and social media
63
The results were fairly consistent with last year, with the frequency
of updating social media correlating with the size of the business. A
majority of large businesses conduct daily updates while SMBs tend
to spread this task out more over the course of a week.
How often do businesses update their social media?

Small business	2012	2013	2014	2015	2016
Everyday	22%	18%	20%	20%	23%
A few times a week	15%	17%	13%	21%	22%
Once a week	28%	24%	22%	29%	24%
A few times a month	9%	11%	13%	8%	10%
Once a month	9%	13%	18%	11%	10%
A few times a year	9%	14%	11%	6%	6%
Never	8%	4%	3%	5%	5%

 

Medium business	2012	2013	2014	2015	2016
Everyday	39%	36%	42%	34%	33%
A few times a week	12%	15%	21%	27%	27%
Once a week	19%	24%	16%	12%	23%
A few times a month	7%	4%	7%	10%	4%
Once a month	12%	6%	6%	9%	12%
A few times a year	5%	10%	6%	4%	1%
Never	6%	6%	3%	4%	0%

 

Large business	2012	2013	2014	2015	2016
Everyday	60%	65%	65%	56%	65%
A few times a week	18%	11%	25%	25%	20%
Once a week	10%	10%	8%	13%	4%
A few times a month	2%	5%	0%	0%	4%
Once a month	7%	4%	0%	5%	6%
A few times a year	3%	1%	2%	0%	1%
Never	2%	4%	0%	2%	0%

Base: All businesses with social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB5. How often do you monitor or update your social media presence?
A few times
a week
Everyday A few times
a month
Once a week A few times
a year
Once a month Never
65% 20% 4% 4% 6% 1% 0%
Large Businesses 2016
Sensis Social Media Report | Australian businesses and social media
64
Among SMBs with a social media presence, 34% of small and 26%
of medium sized businesses do not have a strategy to drive people
to their sites. This is the case for only 6% of large businesses.
Advertising their social media presence in traditional media or on
other websites correlates with business size and is not uncommon,
especially for large businesses. They are also more likely to use links
in other directories, competitions and events than SMBs. Paying
social influencers to promote their business is rare across the board.
Conversely, a majority of businesses have options on their website
that allow people to share information about the business through
their social media profiles. This was also the case in 2015 and
appears to have grown for large businesses.
How is traffic driven to a business’ social media presence?

Means of driving traffic to social media presence	Small	Medium	Large
Have links on our website to our social media site	39%	44%	70%
Like, follow or subscribe to others on social media sites	25%	22%	58%
Advertise our social media presence on other websites	12%	27%	33%
Advertise our social media presence in traditional media	15%	23%	46%
Include links in directories	6%	12%	23%
Competitions	4%	6%	19%
Events	4%	6%	20%
Pay social influencers to promote our business	1%	6%	1%
We don’t have a strategy to drive traffic to our social media presence	34%	26%	6%

Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB9a. How do you drive traffic to your social media presence?
Note: The response set for this question was expanded in 2016 and so a direct comparison with prior results is not possible
Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB9b. Do you include social media buttons on your website to help people share information about your business on their social media presence?
Note: *Question not reported on in previous years, hence no comparison available before 2015
0%
20%
40%
60%
80%
100%
Large
2015 2016 2015 2016
Medium
2015
Small
2016
Have buttons on website to help people share info on social media
Sensis Social Media Report | Australian businesses and social media
65
Quite a few businesses with a social media presence do not have
a budget for this activity or the respondent could not answer this
question, which was also the case in previous surveys. Among
those who discussed their budget, the average amount spent has
decreased for all businesses in the last 12 months.
Business investment in social media

Average budget	2011	2012	2013	2014	2015	2016
Small	$2,050	$3,410	$1,970	$4,560	$5,869	$3,595
Medium	$6,500	$16,920	$11,780	$38,800	$18,098	$10,084
Large	$78,750	$100,480	$79,710	$33,050	$10,088	$8,692

Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB3. Approximately, what is your current investment in social media? What do you spend a year?
Note: Rounding occurs

Annual budget on social media	Small	Medium	Large
Nothing	34%	14%	18%
Up to $500	10%	3%	1%
$501 to $1,000	6%	3%	6%
$1,001 to $5,000	13%	23%	20%
$5,001 to $10,000	6%	13%	9%
$10,001 to $50,000	5%	11%	11%
Over $50,000	0%	3%	1%
Don’t know/refused	26%	30%	34%

 

Businesses are spending less per annum on average on social media

Sensis Social Media Report | Australian businesses and social media
66
Almost a third of small businesses and 16% of medium and large
businesses have no allocation in their marketing budget for social
media. Among those providing a percentage estimate, we saw a fall
in the average for SMBs but growth for large businesses relative to
last year. The budget allocation to social media in large businesses
is now almost double the allocation of SMBs in percentage terms.
Percentage of marketing budget allocated to social media

Percentage of marketing budget allocated to social media	Small	Medium	Large
None	32%	16%	16%
Up to 10%	23%	57%	38%
11% to 20%	6%	0%	4%
21% to 50%	8%	4%	4%
Over 50%	5%	5%	15%
Don’t know/refused	26%	18%	23%

Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB4a. Approximately what percentage of your marketing budget is allocated to social media?
Note: Rounding occurs
Small Business
2011 2012 2013 2014 2015 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
Large Business
2011 2012 2013 2014 2015 2016
Medium Business
2011 2012 2013 2014 2015 2016
Average proportion of marketing budget allocated to social media
Sensis Social Media Report | Australian businesses and social media
67
Again we found only a minority of SMBs measure their social
media ROI, however there has been a jump in the number of large
businesses now reporting on this. Small businesses who monitor
this business activity rely on response numbers on social media or
ask customers directly how they found them. For medium and large
businesses, monitoring response numbers on social media is the
most common guide, while online, automated and analytical tools
are also common.
Quite a few respondents found it difficult to provide a percentage
estimate of their return on social media to date but the average
estimates among those that did were 28% for small businesses,
13% for medium sized businesses and 40% for large businesses.
Proportion of businesses that measure return on
investment for social media
How businesses measure the success of their social media investment

How businesses measure social media ROI	Small	Medium	Large
Monitor number of responses on social media	43%	68%	71%
Asking customers how they found you	44%	19%	25%
Third party statistics provider	10%	9%	25%
New sales	32%	24%	19%
Online, automated and analytical tools	18%	51%	46%
Specific deals for social media customers	9%	11%	27%
Saving a customer	0%	7%	10%

Base: Measures social media ROI: Small: n=95. Medium: n= 16*. Large: n=48
Q11a. How do you measure the return on investment from social media…?
Note: *Small sample size for medium business sample

Proportion of businesses that measure ROI for social media	2012	2013	2014	2015	2016
Small	28%	25%	17%	17%	21%
Medium	24%	28%	28%	27%	27%
Large	39%	51%	38%	29%	61%

Small Businesses
Medium Businesses
Large Businesses
21%
27%
61%
2016
Sensis Social Media Report | Australian businesses and social media
68

Return on social media investment	Small	Medium	Large
Have not yet recovered investment	24%	13%	0%
Under 5%	11%	24%	4%
6% to 10%	8%	8%	8%
11% to 20%	4%	0%	6%
21% to 50%	9%	0%	13%
Over 50%	14%	7%	31%
Don’t know	30%	48%	38%
Average	28%	13%	40%

Base: Measures social media ROI: Small: n=95. Medium: n= 16*. Large: n=48
Q11b. And what do you estimate the return on your investment in social media has been…?
Note: *Small sample size for medium business sample. Rounding occurs
Base: Measures social media ROI: Small: n=95. Medium: n= 16*. Large: n=48
Q11c. And what do you estimate the return on your investment in social media has been…?
Note: *Small sample size for Medium business sample. Rounding occurs

How businesses measure the success of their social media investment	Small	Medium	Large
Number of likes, followers and subscribers	61%	52%	75%
Sales, revenue and profits	42%	45%	29%
Positive conversations on social media	19%	2%	33%
Usage	4%	27%	19%
Klout score	0%	20%	4%
Take up of incentives and offers	15%	20%	21%
Brand sentiment	0%	8%	4%

How businesses measure success of their social media investment

Small business

Medium business

61%
52%

Large business

75%
Measure by number of likes, followers and subscribers
Sensis Social Media Report | Australian businesses and social media
69
While there has been an improvement in the number of small
businesses with a social media strategy (up from 19% to 31%),
three quarters of large businesses have a strategy.
Do businesses have a strategic plan for social media?
Base: All businesses with a social media presence or planning on getting one in the next 12 months: Small n=510. Medium: n=61. Large: n=85
QB19. And have you developed a strategic plan in your business for your social media?

Businesses with a strategic plan for social media	2015	2016
Small	19%	31%
Medium	39%	36%
Large	63%	76%

76%
Large
Business
36%
Medium
Business
31%
Small
Business
Sensis Social Media Report | Australian businesses and social media
70
Very few businesses expect to spend less on social media in the year
ahead and the net balances recorded on this measure are positive for
businesses of all sizes.
Expectations for the next 12 months
Base: All businesses with a social media presence: Small: n=434. Medium: n= 53. Large: n=79
QB12. Thinking about your total planned investment in social media for the next 12 months, are you planning to spend more/spend the same/spend less/don’t know?
Note: *Net balance = those expecting to spend more minus those expecting to spend less
Base: All businesses with a social media presence: Small: n=510. Medium: n= 61. Large: n=85
QB13. Do you believe that your social media investment will contribute to an increase in sales in the next 12 months?
QB14. If yes, by approximately how much?
Yes
No
62%
38%
Yes
No
59%
41%
Yes
No
68%
32%
Large
Business
Medium
Business
Small
Business

Average expected increase	2012	2013	2014	2015	2016
Small	16.6%	12.2%	18.0%	15.3%	15.7%
Medium	5.8%	11.7%	5.9%	10.4%	8.5%
Large	8.4%	8.8%	8.7%	9.1%	29.9%

Do businesses believe that social media investment will contribute to an increase in sales?

Expectations for social media expenditure	Small	Medium	Large
Spend more	29%	28%	49%
Spend the same	52%	69%	39%
Spend less	6%	1%	1%
Net Balance*	+23	+27	+48
Don’t know or refused	13%	2%	10%

 

62% of small businesses believe that social media investment will contribute to an increase in sales

Sensis Social Media Report | About Sensis
71
As Australia’s #1 marketing services company, our purpose is to engage consumers with Australian businesses. We make this happen through a
number of leading brands – Yellow Pages, White Pages, True Local, Whereis and Skip and our expert digital know-how. Our digital expertise is what
sets us apart – we give businesses a competitive edge through websites, search engine marketing and optimisation, data, and through our digital
advertising agency, Found.
Sensis Pty Ltd
222 Lonsdale Street, Melbourne VIC 3000
Tel: + 61 3 8653 5000 | Twitter: @Sensis #SensisSocial | www.sensis.com.au/socialmediareport
About Sensis