New Yellow Social Media Report reveals Australians are getting more socially mobile

More Aussies are connecting to social media, more often, using a mobile device instead of a laptop or PC, according to the third annual snapshot of Australian social media habits. 

The 2013 Yellow Social Media Report found that the number of social media users now using smartphones to access social media increased to 67 per cent (up from 53 per cent in 2012), while the proportion using laptops and PCs decreased to 64 per cent (down from 69 per cent in 2012) and 46 per cent (down from 54 per cent) respectively.

The use of tablets to access social networks almost doubled from 18 per cent in 2012 to 35 per cent this year. Mobile devices were most popular for social media users under 50 years of age, while those over 50 still prefer to use computers to access social sites.

Says Kelly Brough, executive general manager, digital partnerships and innovation at Sensis: “We’re seeing major changes in the way Aussies are now using social media. The average consumer is now more likely to post a comment or tweet from a mobile device and the number of people using tablets has almost doubled in the past 12 months.”

While 65 per cent of online Australians are now using social media (up from 62 per cent in 2012), and 45 per cent access it daily (up from 36 per cent in 2012), research findings suggest Australian businesses aren’t building relationships with consumers via social media:

• 29 per cent of small businesses and 24 per cent of medium businesses that use social media do not have a strategy to drive traffic to their social media sites
• Only 25 per cent of small business and 28 per cent of medium businesses that use social media measure return on investment (ROI) of their social spend
• Investment in social media decreased in the last year with small businesses spending on average $1,970 (down from $3,410 in 2012) and medium businesses $11,780 annually (down from $16,920 in 2012)
• Discounts and giveaways are the key reasons why consumers follow brands however only 28 per cent of small (down from 34 per cent in 2012) and 33 per cent (up from 27 per cent in 2012) of medium businesses that have social media sites offer such incentives

The report also highlights the growing influence ratings and reviews have on consumers’ decision making. Seventy-four per cent of social media users have read online reviews before they purchase (up from 68 per cent in 2012). The average number of ratings and reviews social media users expect to read before they make a purchase is four, while the proportion of social media research that resulted in a purchase increased to 58 per cent (up from 40 per cent in 2012).

Says Brough: “More Australian consumers are using social media to inform their purchasing decisions. This presents small and medium businesses with clear opportunities to build customer relationships and potential sales however our research shows that businesses are not effectively engaging with these channels.”

According to the report, Australians use social media at either end of the day; more people are accessing social media in the toilet; and social media use in the workplace has increased.

• 37 per cent of users check social media first thing in the morning (up from 33 per cent in 2012)
• 42 per cent check it as the last thing they do before going to bed (up from 40 per cent in 2012)
• 6 per cent check social media while they’re in the toilet (compared to 5 per cent in 2012)
• 34 per cent  of social media users now log on at work (compared to 30 per cent in 2012)

The proportion of SMEs with a social media presence is greatest in Western Australia (34 per cent), while Northern Territory SMEs are the least active (23 per cent).

Interestingly, in the past year, SMEs in regional areas have adopted social media faster than those in metropolitan areas. Usage among regional SMEs has grown 10 per cent to 35 per cent, while usage among metropolitan SMEs remains the same – 29 per cent.

Australians continue to expand their social media networks with the average number of friends, contacts or followers increasing from 227 to 258 in the last 12 months. Not surprisingly, Facebook continues to dominate as the most popular social media site, followed by Linkedin and Instagram.

• 95 per cent of social media users are on Facebook (down from 97 per cent in 2012)
• Facebook users spend seven hours per week on the site (up from six hours in 2012)
• 20 per cent of social media users are on Linkedin, 16 per cent use Instagram and 15 per cent use Twitter
• Use of Google+ has grown from eight per cent in 2012 to 15 per cent
• Pinterest usage is seven per cent and mainly restricted to female users