Digital Marketing Researches & Reports

Australian Business Social Media Usage, June 2017 | Sensis

| Australia

The main driver behind social media uptake from businesses is to aid marketing and sales, but over the last year, there was a reduction in the number of businesses with a social media presence. Among small and medium businesses (SMBs) only 47% have a social media presence while for large businesses numbers are higher at 60%.

Read the main points written below to discover more about how Australian businesses are using social media in 2017:

Social Media Usage

  • Approximately 10% of SMBs without a social media presence said they would add one in the next year.
  • Nearly 9 in 10 small (90%), medium (87%) and large businesses (93%) using social media have a Facebook profile.
  • LinkedIn is the second most popular platform in each business segment especially large businesses (82%).
  • Twitter is the third most popular platform for small (24%), medium (36%), and large businesses (55%).
  • 88% of large, 36% of small, and 34% of medium businesses make daily updates for their social media.
  • In 2o16, 76% of large businesses using social media platforms as a two-way communication channel but now almost all do so (95%).
  • All large businesses in addition to 90% of small and 62% of medium businesses advertise on Facebook.

Business Investment in Social Media

  • Only 34% of the small firms and 45% of the medium firms don’t know how much money they have invested in social media.
  • 25% of small businesses and 10% of medium businesses don’t have an annual budget for their social media.
  • Only 39% of large, 23% of small and 20% of medium-sized businesses measure their ROI on social media.
  • 95% of large businesses measure their success on social media by the number of likes, followers, and subscribers, compared to 52% of small and 43% of medium-sized businesses.
  • 90% of large businesses have a strategic plan for social media, compared to 43% of medium and 40% of small-sized businesses.

Australians and Social Media - Chapter 2, June 2017 Sensis


Data were driven from 1,000 small & medium businesses (SMB) and 100 large business proprietors/managers across Australia.


Sensis is a leading provider of digital platforms, innovative marketing and advertising services. They advise and connect millions of Australian businesses to customers via their iconic brands Yellow Pages, White Pages, TrueLocal, Whereis and Skip. Sensis's search engine marketing and optimization services, website products, social, data and mapping solutions and digital advertising agency, Found, enable tailored solutions for businesses of all sizes.

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