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Snapchat and Instagram usage soars in Australia, yet 37% ‘actively ignore’ branded content

October 7, 2016 Statistics & Trends No Comments Email Email

The use of social media platforms Instagram and Snapchat has experienced significant growth in Australia and doubled across Asia Pacific since 2014 as engagement with these highly-visual platforms continues to grow, according to Connected Life, the latest study of over 70,000 consumers from global research consultancy Kantar TNS. 

Across Australia, connected consumers are expanding their use of social media beyond Facebook and testing newer, more visual channels. The last two years has seen both Snapchat and Instagram usage jump more than 50% (from 20% to 32% and 29% to 41% respectively).

While young people are the biggest social media users across all platforms, the rise of the ‘Insta-Gran’ is also gaining momentum; one in six (14%) internet users in Australia aged 55 – 65 now use Instagram.

Though the popularity of these platforms provides brands with new opportunities to target and engage consumers, the Connected Life results reveal that 37% of Australians ‘actively ignore’ social posts or content from brands.

Additionally, businesses need to avoid being invasive as a third (31%) already feel ‘constantly followed’ by online advertising.

The Kantar TNS study also found that influencers and celebrities hold the key to connecting with consumers. One third (32%) online 16 – 24 year olds in Australia say they trust what people say online about brands more than ‘official’ sources, such as newspapers, brands’ own websites or TV adverts.

Younger people are the more influencer-oriented group, trusting bloggers and peers rather than information from brands. The older generation’s ‘influencer network’ is still primarily friends and family. However, considering this group’s adoption of other trends, they may soon refer to social media influencers for inspiration and information.

Zoë Lawrence, APAC Digital Director at Kantar TNS, said:

“The rise of Instagram and Snapchat highlight how consumers are eagerly adopting visual ways of expressing themselves, as they embrace the ability to capture and share moments. Importantly, the adoption of these new platforms is incremental – people are using them in addition to Facebook, WhatsApp and other social channels. This provides brands with multiple new channels to engage with consumers in a deeper and more effective way.

“What’s crucial is that brands no longer look at social channels as blank media space for advertising. The results show that consumers are demanding content that is integrated seamlessly into the platform, enhancing rather than interrupting the use of it. To do this successfully, it’s essential to maintain the brand values of the platform being used. Instagram is a place for highly-curated, enhanced images, whereas Snapchat is raw, in-the-moment and humorous. Brands need to approach each platform individually to ensure the content created mixes seamlessly into the user-generated feed and maintains their own integrity.”

Snapchat and Instagram penetration figures in Asia Pacific: 

  Snapchat Instagram 

Australia

32%

41%

Cambodia

4%

16%

China 

9%

13%

Hong Kong

46%

70%

India 

19%

25%

Indonesia

13%

54%

Japan

9%

24%

Malaysia

37%

73%

Myanmar

1%

4%

New Zealand

39%

40%

Philippines

20%

33%

Singapore

37%

63%

South Korea

19%

52%

Taiwan

32%

51%

Thailand

6%

31%

Vietnam

4%

24%

TNS is part of WPP AUNZ, Australasia’s leading marketing content and communications group.

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