Yellow Social Media Report 2018

Yellow Pages recently released the ‘Yellow Social Media Report 2018’. The report contains the results of research that commenced in 2011 surveying Australian consumers and businesses on how social media channels are being used. 

1,500 people were selected to complete the survey online, differing from previous years where phone surveys were conducted with 800 Australians. 

So, what did it reveal?

The most common device is a smartphone.


Social media is accessed more than 5 times a day for most Australians. First thing in the morning and in the evening are the most frequently accessed times for social media. 


Facebook still remains the number 1 most used social networking site across all demographics. 

From the data you can see that Instagram is particularly strong amongst the 18-39-year-old demographic, however, declines significantly in the 40-65+ years old demographic. YouTube is also performing exceptionally well, despite boycotts and billion-dollar lawsuits. 


Smartphones prevail as the device most used to access social media. Laptop computers rank second but are significantly less popular.  


The main reason Australian’s use social media is to connect with their friends and family (85%). However, people still see the value in following brand and businesses (females more than males), being the 6th most popular reason people use social media. Australians also use social media for research, before they purchase products or services they’re interested in. 

The data shows that discounts and giveaways are the top reasons Australians are following brands. 


Lastly, the majority of respondents said that they’re not happy to receive ads on social networks. However, people are more likely to trust brands if they find the content engaging and relevant. 

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For brands and businesses, the Yellow Social Media Report 2018 provides some great insights into how you can better your social media marketing. Are you mobile friendly? Are you prioritising Instagram when in fact your target demographic are majority Facebook users? Most importantly, is your content engaging and relevant? 

It's important to get your social media marketing right, and these insightful reports are a great way to put you on the right track. Social media is ever-growing; users grew by 121 million between Q2 2017 and Q3 2017, that equates to a new social media user every 15 seconds. Essentially - your target audience is going to be on social media, and you want them to notice you. 

If you'd like help with your social media marketing, send us a message! We'd love to help.