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Shutter island: a snapshot of the 4.3 million Australians now sharing photos online

Source: Roy Morgan Single Source, October 2011 –September 2014, average annual sample = 51,212 Australians 14+

From food to graffiti, sunsets to babies, selfies to more selfies to yet more selfies: the number of Australians 14+ who regularly upload pics to photo sharing websites has almost tripled since 2012, from 1.5 million (8%) to over 4.3 million (23%) last year, data from Roy Morgan Research shows. 

Within the past year, mobile phones have overtaken computers as the device most often used to upload photos. In the year to September 2014, 3 million Australians uploaded photos via their mobile in an average four week period, while 2.5 million used a computer.

Number of Australians who upload photos to sharing sites in an average four weeks

Source: Roy Morgan Single Source, October 2011 –September 2014, average annual sample = 51,212 Australians 14+

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“It makes sense that mobile phones have risen quickly to become the dominant device used to upload photos. 64% of Australians now use a smartphone, and 85% of these owners use it to take photos.

“There are multiple photo sharing sites around including Facebook, Pinterest and Tumblr, but Instagram has been the big winner in the mobile photo sharing explosion. All it takes is a few taps to take a photo, apply a filter, add a hashtag or eleven and send it off into the ether for all friends, followers and strangers to see.

“Roy Morgan Research has also just added a new player, Snapchat, into our Single Source survey, and initial results will be available soon.”

To understand how to reach Australians with different technology usage habits, contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%