In just one year, the number of Facebook links to news media sites has increased to an impressive rate of 170 per cent. The dramatic rise of sharing news and current events has provided a key shift in Facebook and how Australian users consume content.
The key shift has prompted Facebook to recalibrate its news feed to accommodate more news articles and content. According to the Daily Telegraph, Facebook reported that 69 per cent of 12 million users in Australia use the social network to communicate with family and friends.
Among the Australian Facebook users, 63 per cent connect and interact with brands while 40 per cent of Australians post and share news articles regularly. Those who regularly engage in politics make up one-third of Australian Facebook users. They also keep themselves updated with current events.
The willingness to share news content and current events has reportedly surprised Facebook. Making news viral in Facebook by sharing also helps drive traffic to news media sites.
Facebook Australia measurement head Helen Crossley said that 12 per cent of a user's news and media consumption comes from Facebook. Ms Crossley said 40 per cent of Facebook users spend time to post news and share articles. Other users who view the posts can discover new content.
Ms Crossley believes the high consumption of news content is due to mobile usage. Based on the data, 80 per cent of Australians use mobile devices to log on to Facebook. Australians who spend every five minutes using a mobile phone use Facebook or Instagram for one minute.
Many Australians or 92 per cent choose to use Facebook when they are at home while 88 per cent of users watch television and browse at the same time.
Facebook Australia also discovered a trend in which Aussies connect on several platforms. Ms Crossley said Facebook has changed the way people connect in two years. Users who are using Facebook both on PC and mobile spend more time to connect with friends and family.
To contact the editor, e-mail: