The rapid adoption of TikTok in Australia has been flagged in a new report from creative agency We Are Social and social media management Hootsuite.

Digital 2022 Australia says TikTok is the most downloaded mobile entertainment app or third overall behind Service Victoria and Service NSW.

According to the annual report, TikTok now has 7.38 million Australian users over the age of 18, with a reach of 37%.

55.3% were women and 44.7% men. These definitions were the only sex data available.

TikTok’s emergence comes weeks after Viberate’s music status report said the app “is the new SoundCloud when it comes to launching new acts”.

Facebook remains Australia’s largest social media platform with 15 million users (or 57.9% of the total population), followed by Facebook Messenger and Instagram.

Instagram now has 12.8 million monthly users after local growth of 16% (or 1.8 million additional users) over the past 12 months.

Snapchat had 7.25 million users.

But TikTok users spend more time on the app than on any other platform: up to 40% to an average of 23.4 hours per person per month.

By comparison, Facebook is down 3% to 17.6 hours while Instagram jumped 2% to 8.3 hours per month.

According to Digital 2022 Australiathe number of Australians adopting social networks is up by 4.6%, for a total of 21 million users, or 83% of the population (25.9 million in January 2022).

That’s nearly a million additions in the last 12 months.

The time spent on social networks per day by 16-64 year olds increased by 10% to 1 hour and 57 minutes.

The biggest jump was for podcasts, up 35% at 54 minutes, with games up 24% at 1 hour and 7 minutes, and TV viewing (including streaming) up by 7% at 3 hours and 44 minutes.

With a need for interactivity in isolation, three out of four Internet users aged 16-64 (23.6 million) played games, using a games console on average 1 hour 7 minutes per day, an increase of 24.3%.

As a result, Australian digital media spending on video games increased by 25% to $1 billion.

Spending on mobile apps and in-app purchases in 2021 reached $2.8 billion.

With 24% of Australians aged 16-64 saying they discover new brands, products and services through social media ads, Hootsuite Australia and New Zealand manager Letrecia Tippett encouraged advertisers to take note of the increased branding opportunities in this space.

“As the use of social media in Australia is steadily increasing, it is more important than ever for businesses to embrace social media to strengthen their connection with their customers,” said Tippett.

“As Australians face another challenging year of the pandemic, we encourage businesses to use data from our Digital 2022 report to help them determine which social media platforms will be most effective in connecting them to their audiences.”

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