The most popular social media activity is visiting social networking sites such as Facebook and MySpace, with 24% of Australians 14+ years of age using them in an average four week period.  Streamed videos such as YouTube were used by 13%; online journals and blogs by 8%; and online forums by 6%.

Participation in Online Social Media




Jane Ianniello, Roy Morgan Research International Director of Tourism, Travel & Leisure, says:

“An increasing percentage of Australians are participating in online social media.  The good news for the Australian tourism industry is that people participating in online social media are more likely than the average Australian to take holidays, both domestic and overseas. They are also more likely to provide advice to their friends and family about holiday and travel, so they are potentially useful advocates for a tourism destination. To this end social media represents a real opportunity to the tourism industry.”


Click here to purchase a detailed Roy Morgan Research profile report on Social Media Participants.

This profile provides an understanding of how many people are participating in social media overall, on the computer, on their mobile phone and both. It also includes the proportion of Australians 14+ who participated in different Social Media Activities. This profile provides a broad understanding on Social Media Participators in terms of demographics, attitudes, activities and media usage.

Click here to access an extensive range of Travel and Tourism Reports, detailed profiles of Travel Booking Methods, travel website visitors and other website visitors including Twitter and Facebook.


For more details contact:

info@roymorganonlinestore.com