Key statistics have revealed important shifts in internet usage and digital advertising, offering valuable insights for marketers looking to stay ahead of the competition. Understanding these trends is crucial for businesses aiming to optimise their digital marketing efforts and reach their target audience effectively. Let’s jump in.
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Australia’s internet and social media usage continues to grow
- According to Datareportal, 97.1% of Australians actively use the internet in 2025, with 26.1 million people online.
- 77.9% of Australians, or nearly 21 million people, use social media regularly.
- Australians are spending more than 6 hours a day online, with nearly 2 hours spent on social media platforms like Facebook, Instagram, and TikTok. [Datareportal]
Digital advertising spend continues to dominate
- IAB Australia reports that the Australia internet advertising market hit $4.2 billion for the March 2025 quarter, reflecting an 11.6% year-on-year increase.
- Search revenue grew by 10%, reaching $1.896 billion.
- Classified listings saw a growth of 7.8% to $660 million, driven by the real estate sector.
- Facebook remains the leader in advertising spend but TikTok has emerged as a major player, with a growing audience, especially among younger, highly engaged users. [IAB Australia]
SEO is as important as ever
- According to BrightEdge, approximately 68% of online experiences come from organic search, highlighting the crucial role of SEO in driving online visibility. [BrightEdge]
- More than 90% of all pages get no organic traffic from Google, largely due to poor keyword targeting or lack of content relevance. [Ahrefs]
- Websites that maintain regular blog updates see a 55% increase in traffic compared to those that don’t – demonstrating the value of consistent content creation. [HubSpot]
- Page one results have an average click-through rate of 27.6%, compared to page two results, which have a much lower average rate of 15.8%. [Forbes]
- 33% of Australians use voice search daily, primarily for local queries. [LocalDigital]
Key AI and search statistics in Australia
- Australia leads global AI search adoption with 1.42 AI queries per person. [SearchScope]
- 65% of searches in Australia end without a click due to AI-powered summaries and answer boxes. [SearchScope]
- 12.7 million Australians (57% of the population aged 14+) used an AI tool in April 2025, a 109% year‑on‑year increase. [MediaWeek]
- 49% of Australians say they have used generative AI during 2025, up from 38% in 2023. [Google]
AI-powered content creation is becoming more prominent
- According to HubSpot, 92% of marketers say AI has impacted their role, with over a third describing the change as “very significant”.
- 35% of marketers now use AI to generate written or visual content.
- 30% are using AI for data analysis and insights.
- 20% rely on AI to support workflow automation. [HubSpot]
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Local and mobile SEO continue to grow in importance
- 46% of all Google searches have local intent, emphasising the need for businesses to focus on local SEO to ensure they’re easily discoverable by nearby customers. [SemRush]
- 56% of local businesses have not yet claimed their Google Business listing. [SafariDigital]
- 68% of all online searches are now conducted on mobile devices. [Search Engine Land], [ExplodingTopics]
- Mobile users are increasingly engaging with content that leads to immediate offline actions. Research from BrightLocal shows that 78% of mobile local searches result in offline purchases within 24 hours, making it clear that optimising for mobile and local search is essential for businesses looking to drive conversions. [Search Engine Land], [BrightLocal]
- 70% of Australian consumers will visit a store because of information found online. [SafariDigital]
- 28% of local searches are followed by a purchase. [SafariDigital]
A promising digital future for Australian businesses
The digital marketing field in Australia is more promising than ever. With the internet and social media usage continuing to rise and digital advertising spend dominating the market, businesses have an incredible opportunity to refine their marketing strategies and reach new customers.
If you’re ready to get started, and want to talk to an award-winning SEO agency book a discovery call with a member of our strategy team today.
