At SMX Sydney last week, I was approached by a number of zealous attendees (prior to my Facebook PPC presentation) who mentioned that they reckoned not enough of Australian or New Zealand citizens participate on Facebook to make FB marketing worthwhile.  The reality could not be further from the truth.  Read on for a breakout of basic demographics and a few fun samplings from categories, brands, places of employments and other interest segments from Australian & NZ markets. We’ve also shared a few twisted Easter Eggs just for the fun of it.

To begin,  all the data was pulled on April 23, 2010. To future readers, in all likelihood the numbers have increased as of the date you discover this post. As of this writing, there are over 9.6 million users of all ages and more than 8.2 million over 18 in Australia and New Zealand.

Total Users & Total Users Over 18 Years Old

Straight & Gay Men

Straight & Gay Woman

(Georgia George St. night time)

Males: Single,In Relationship, Engaged & Married

Females: Single,In Relationship, Engaged & Married

(Manly Wharf from Ferry)

Languages Spoken: Japanese, Arabic, Chinese & English

Ages 14-18, 19-24, 25-34, 35-44 & 45-64
It is interesting to note that there are nearly as many45-64 year olds using Facebook as 14-18. This runs contrary to common perceptions. Facebook is for all ages.

(This cool sign is from the Manly Ferry)

Over 1.8 million of Facebook’s under 64 users live in the Sydney area. Obviously that’s a statistically significant percentage of the city’s population, which helps explain other metric tendencies amongst the country’s population.

Demographic Segment Samples
The bucket below represents a small sampling of employers, colleges, degrees, brands, interest segments, etc… There are hundreds/thousands of each to be revealed at the level of category specificity, professions, brands,  inclinations, etc… This is far from a complete list, rather meant to stimulate further exploration.

A-C of employers in Australia and NZ

The Trades
Of course, this only scratches the surface of the comprehensive b2b community, represented by their personal and/or professional use of Facebook.

View from 42 floor of the Sydney Hilton)



Ausies and Kiws on Facebook have a fair amount of deviants among them. This is common in most countries.

Not surprisingly, Justin Beiber buzzes like crazy. Most of this is actually in the age 14-18 segment.

Other underground bands (yep, they’re all real bands) generate their own FB chatter.

While few Afrikaan speaking folks hang on FB here, there is also little statistically-relevant discrimination

The same is not true, for the love of this twisted hate- movie.

College Degree Programs
Again, this only scratches the surface. Just think of the marketing opportunities to these pre and post grad’s.


(Sydney from Manly Ferry)

Ford Products
This is just a single example of hundreds of mainline brand which sport a built in following in Facebook.  It’s practically negligent not to market either to your brand’s friends. Inversely, don’t forget to “get to know” your competitors’ friends. 🙂 Friendship is good right?

Food Network

Food Issues

Food & Beverage Professionals

  • Debi

    Hey Marty,

    So true it’s definitely worth making the move to advertise on Facebook. Your presentation at Sydney SMX was motivating! I just checked the figures for just ‘New Zealander’s over 18 on Facebook’: 1,276,780 people. About 30% of NZer’s are on Facebook. That’s heaps!

    • Marty Weintraub

      Good for you @Debi: Yep, good work. It makes us feel great to see that my presentation @ #SMX was stimulating. Thanks for stopping by and welcome to our community. What other segments are you discovering that would turn our cranks :)…from mild to wild?

  • Michael Streko

    It seems like only yesterday we were having breakfast in chicago…….

    Good stuff Marty.

    • Marty Weintraub

      @streko: Thanks, we learned from smart [warped] mofos’ like you dude :). Can’t wait to go fishing!

  • Maurice

    Hi Marty
    I think your first photo should read – George St, not Georgia St. Thanks for some great presentations ant SMX Sydney last week!

    • Marty Weintraub

      @Maurice: Thanks for the attention to detail. I changed the picture caption because you are correct. I’m glad the presentations resonated with you. Please stop back here again.

  • David Szetela

    Nice article – and the title’s a nice play on lyrics from the CSN song “Deja Vu” 😉

    • Marty Weintraub

      @David Szetela: Cool that you caught that subtlety. You rock David. aimClear drinks your Koolaid 🙂

  • Matt Belcher

    Thanks so much for coming out Marty, you rocked like a quary.


    • Marty Weintraub

      @Matt Belcher: Thanks so much mate. Sydney was inspiring, transformational, deep, somehow more important that than meets the eye. Thanks for the awesome welcome and hope to see ya’ soon mate.

  • Kalena

    Loved this preso Marty, as did everyone in the room, judging by the discussions over drinks later. Am very excited about leveraging FB for SEC based on your revelations. Rock on you rockstar! Hope to see you Down Under again soon