Nine million Australians - more than one third of the
population - visit Facebook every day, according to the
social network firm's first detailed breakdown of its local
Most of the major social media companies, including Facebook
and Twitter, have previously refused to release detailed
daily user figures - especially at a national level.
But Facebook broke rank on Monday in a bid to show off its
muscle to potential advertisers.
"In Australia, more than nine million people are on Facebook
on the web and more than 7.3 million on mobile every day,"
the company said.
The Australian figures are similar, on a population ratio, to
Facebook's user figures in the US and UK.
There are more than 128 million daily Facebook users in
America, from a population of 316 million.
And the UK has 24 million daily Facebook users, from a
population of just over 63 million.
It comes despite research published last week by experts at
the University of Michigan and the University of Leuven,
Belgium, which suggested Facebook can make some users feel
The two-week observational study concluded that the more
Facebook users logged onto the site, the worse they felt -
though its authors pointed out that longer-term studies were
needed to validate the findings.
Facebook has previously only ever revealed its global and
monthly user figures.
That's in line with many other media websites, which often
report user figures on a month-by-month basis.
But Facebook said that's becoming an old-fashioned
"In this world, understanding who comes back at least once a
month is only part of the picture," it added.
"Instead, businesses should focus on people who come back
online every single day, because that is how they live their
"People are online numerous times in a single day and are
constantly connected; creating, sharing and engaging with the
content that matters to them."
The daily user figures confirm Facebook as the biggest social
media site in Australia.
Twitter has never published national user figures, but
experts agree there are around two million accounts in
David Cowling, owner of the Sydney-based Vivid Social agency,
compiles monthly social media user figures and his latest
estimates suggested Twitter has 2.16 million users in
Mr Cowling's figures, compiled from a variety of sources
including Google's Ad Planner tool, suggests YouTube
Australia receives more than 11 million unique visits per
There are said to be just over one million Instagram users in