Facebook has also been by far the most popular social media channel among small and medium-sized businesses in Australia. Facebook, including Messenger, and Instagram have remained the most widely used platforms for social commerce among Australian online shoppers. While its business focus lies on private messaging, Facebook seems to have more to offer. The number of Australia-based Facebook users is estimated to stay at around 17 million for the next few years, accounting for approximately two-thirds of Australia’s total population. Besides its core product under the same name, Facebook also owns several major social network services, namely WhatsApp, Instagram, and its standalone instant messaging service, Messenger, each with more than one billion active users. With almost 2.8 billion monthly active users worldwide as of April 2021, Facebook leads the industry as the most popular social network platform. The number of Facebook downloads amounted to over 28 million, followed by Instagram, Pinterest, and Google. Research from AppMagic suggested that Facebook continued to dominate the Australian social media landscape by owning two most downloaded social media apps as of January 2022.
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