Australians opt for digital detox as social media use declines

Australia is exhibiting signs of a significant digital detox as social media usage declines across several platforms, according to the Digital 2024 - July Global Digital Statshot Report. The report, published in partnership with Meltwater and global creative agency We Are Social, highlights a noteworthy reduction in time spent on social media in the last quarter.

Younger Australians, in particular, are spending less time on apps like Snapchat and TikTok, with monthly app sessions falling by 11% and 9% respectively. However, professional platforms such as LinkedIn and Reddit have seen an increase in usage over the same period. Australians are among the world’s most active users of LinkedIn, spending an average of 1 hour and 38 minutes per month on the app.

In addition to shifting social media habits, the report sheds light on significant concerns regarding the relevance of advertising. Only one in every 13 Australians (7.7%) feel represented by the adverts they see, a substantial decline from previous quarters and notably half the global average of 15.3%. This sentiment is more pronounced among women and older individuals.

Ross Candido, Vice President for Australia, New Zealand, and Southeast Asia at Meltwater, commented on the findings, stating, "What's particularly interesting here is that the primary problem is not adverts that annoy, upset or offend people—emotions which usually lead to adverts being flagged through traditional complaint mechanisms. Rather, the issue is that the vast majority of advertising is being deemed as wholly irrelevant."

The report also highlights that nearly a third of Australians (30%) use adblockers for at least some of their online activities. While global users cite "too many ads" (63%) and "ads get in the way" (53%) as their main reasons for using adblockers, 39% block ads specifically because they feel the adverts are irrelevant to them.

Other insights from the report include Reddit having the third-highest global ad reach in Australia (35%), following Canada (44%) and the US (42%). Reddit's growth continues despite controversy last year over its API, which led to the shutdown of multiple third-party applications.

In terms of financial behaviour, Australia ranks in the top five countries for the use of mobile payment services. The nation is also above average globally in its adoption of online financial services and cryptocurrencies. Online shopping is another growing trend, with 53% of Australians making purchases online every week and 24% buying groceries through online platforms, although these figures remain below the global average.

The report also outlines growth areas in Australia, including the use of smartwatches, smart wristbands, digital health and fitness services, and checking health symptoms online. Conversely, the use of games consoles and online gambling has also seen an increase.

The findings suggest a pivotal shift in how Australians engage with digital platforms and advertise content, pointing to a more discerning and selective digital audience. The decrease in traditional social media usage, combined with the apparent disconnect between consumers and adverts, underscores the need for more relevant and engaging content to meet evolving digital behaviours.