We are conducting several marketing reviews for golf clubs at the moment and the common question I am asked is “What social media platform should we be on?”

ANSWER: It depends on what audience you are trying to speak with, but 99% of the time Facebook is the primary one. Make sure you do that well before you try using others.

So many have a Facebook page but when looking in more detail they are lacking any relevant content, low or non existence engagement and not many posts.

As a matter of comparisons to back up my answer the latest stats are out for Australia.

Social Media users in Australia are some of the most prolific in the world, with a total of around 60% of the country’s population an active user on Facebook, and 50% of the country logging in at least once a day.

It’s also worth noting that globally Facebook now as 2.01 billion monthly active users, growing by 500 million users in the last 2 years. Facebook’s continued growth means they now have over 20,000 staff around the world.

Social Media Statistics Australia – December 2017

1. Facebook – 15,000,000 Monthly Active Australian Users (steady)
2. YouTube – 15,000,000 UAVs
3. Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)
4. WordPress.com – 5,700,000
5. WhatsApp – 5,000,000 Active Australian Users
6. LinkedIn – 4,200,000 Monthly Active Australian Users approx
7. Snapchat – 4,000,000 DAILY Active Australian Users (Snapchat data)
8. Tumblr – 3,800,000
9. Twitter – 3,000,000 Monthly Active Australian Users approx
10. Tinder – 3,000,000 Australian users (my estimation)
11. TripAdvisor – 2,800,000
12. WeChat – 2,750,000 Monthly Active Australian Users approx – (my estimation)
13. Yelp – 1,500,000
14. Blogspot- 1,300,000
15. Flickr – 480,000
16. Pinterest – 290,000
17. Reddit – 110,000
18. MySpace – 80,000
19. RenRen – 70,000 Monthly Active Australian Users approx – (my estimation)
20. Google Plus – 60,000 Monthly active Australian users approx – (my estimation)
21. StumbleUpon – 39,000
22. Weibo – 30,000 Monthly Active Australian Users approx – (my estimation)
23. Foursquare/Swarm – 10,000
24. Digg – 10,000
25. Periscope – 9,000
26. Delicious – 7,000

Stats Source: Vivid Social – Social Media Agency.

(All figures represent the number of Unique Australian Visitors [UAVs] to that website over the monthly period – unless otherwise stated above. Facebook Data includes users of desktop, mobile, application and messenger services).

Australian Facebook Users As A Percentage Of The Total Population

According to the Australian Bureau of Statistics Population Clock there are approximately 24.6 million Australians.

Facebook’s recent data shows there are now 15 million active Australians on Facebook. Therefore approximately 60% of the total Australian population is an active Facebook user. This is a huge number.

Facebook Demographics in Australia

Age Bracket                                   Number of Users*

13 – 17                                            940,000
18 – 25                                            3,500,000
25 – 39                                            6,100,000
40 – 55                                            4,100,000
55 – 64                                            1,600,000
65+                                                  1,200,000

*approx numbers

Penetration of the Australian Population

Approximately:

• 6 in 10 Australians use Facebook
• 1 in 2 Australians use Facebook on a daily basis
• 1 in 2 Australians use YouTube
• 1 in 3 Australians use Instagram
• 1 in 6 Australians use Snapchat
  

Global Stats of Interest

• Facebook Monthly Active Users (Worldwide) – 2.01 billion
• Facebook Daily Active Users (Worldwide) – 1.23 billion
• Instagram Monthly Active Users (Worldwide) – 600 million
• LinkedIn Registered Users (Worldwide) – 467 million
• Snapchat Daily Active Users (Worldwide) – 161 million

Key Points to Note:

• Approx 50% of the Australian population logs into Facebook on a daily basis.
• WhatsApp has close to 5 million active users in Australia
• A significant proportion of the Chinese community in Australia use Chinese social media tools like WeChat, RenRen and Weibo and these networks are growing.
• LinkedIn now reports there are 8 million registered users in Australia, just over half of this number log in every month.

Statistics compiled by SocialMediaNews.com.au for December 2017. Source: Vivid Social – Social Media Agency. Figures correct as of 31/12/17.

Contact Golf Industry Central if you want to discuss how we may be able to assist you in better communicating with your audience.