The Current Online Marketing State of Play (April 2015)

The latest Australian social media and internet marketing statistics have been released and there’s some nice insights in there for Australian small business. Here’s my take:

It’s All About Google (Still)

Seems not much has change from a search engine usage perspective with Google still crushing their rivals when it comes to search engine marketshare.

93% of Australians that want to find something online via a search engine are doing it through Google.

Key takeaways:

  • Ranking a website at the top of Google is vital in order to have potential customers find your website
  • Google Adwords advertising continues to be a potential avenue for immediate, paid website traffic and lead generation

Mobile is a Big Deal

27% of internet use is via mobile devices. Some industries have significantly higher search volume taking place from mobiles. With almost 1 in 3 Australians using the internet via mobile devices, it’s time to pay attention to mobile functionality!

Key takeaways:

  • Google’s looking update for mobile friendliness deserves all the attention it’s getting. April is all about preparing and optimizing your online properties for mobile!

Facebook Holding Steady

The thing about Facebook’s 14 million Australian users (60% population penetration) is that by the time you remove under 18s and over 65s, mover than 2 in every three Australian’s aged 18-65 are on Facebook.

Strikingly, 50% of Facebook users log in monthly.

Key takeaways:

  • 1 in 3 potential customers for your business are on Facebook daily.
  • Facebook advertising remains a handy low-cost (compared to Google Adwords) advertising option

It’s Still Facebook and then The Rest

When it comes to social media use, Facebook continues to dwarf the competition.

Australia has over 14 million Facebook users with Instagram (4 million users), LinkedIn (3.4 million users), Twitter (2.79 million users), Pinterest at just 350,000 users still a long way off Facebook.

Key takeaways:

  • You’ve got to have a presence on Facebook.
  • If you’re prioritising financial and staff resources, Facebook still commands the bulk of the attention.
  • For certain industries, a solid presence on other social media platforms is viable, but the necessity to prioritise them over Facebook is rare. Stick to fishing where the fish are!



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