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A report by Australian Bureau of Statistics (2016) indicated that more than 7.7 million households in Australia have access to the internet representing 86% of all the households in the country and 3% increase from 2013.Impacts Of Social Media On Consumer Over 97% of the internet users in Australia are aged more than 15 years. The increased accessibility and use of the internet and penetration of smartphones in the market has increased the rate of social media use. The report by Australian Bureau of Statistics (2016) indicated that smartphone penetration in the market was at 81% and it extended its market leadership over laptops whose penetration rate reduced by 11% to 59%. Based on this report, majority of people in the market use their smartphones to access the internet.Impacts Of Social Media On Consumer A report by Australian Bureau of Statistics (2011) indicated that 79% of the Australian adults are social media users. Therefore, social media is a potential platform for marketing and buying goods and services in the market.
Pookulangara, Sanjukta. and Koesler, Kristian. 2011. ‘Cultural influence on consumers’ usage of social networks and its’ impact on online purchase intentions.’ Journal of Retailing and Consumer Services 18: 348-354
Shallu, Gupta. and Gupta, Sangeeta. 2013. ‘Impact of Promotional Activities on Consumer Buying Behavior: A Study of Cosmetic Industry.’ International Journal of Commerce,