If there’s one thing we can all agree on, it’s that Australians practically live online. But have you ever wondered what sites we visit the most and how we interact with them?
To get a clear picture of where Aussies are spending their digital lives, we analysed the organic traffic each major Australian domain received in December 2024. We looked into search engine rankings, monthly visitors, and other important SEO metrics that help paint a full picture of the digital landscape.
We didn’t stop at just traffic numbers, though. To make sure we were getting the most accurate insights, we supplemented the data with other key SEO indicators, like average pages per visit, bounce rates, and engagement levels.
All of this gave us a better understanding of not just how many people are visiting these sites, but how they’re actually interacting with them. With this intensive research, we were able to draw a conclusion on the following sites as the most visited websites in December 2024:
Google.com
Google is a way of life for most people, including Australians. With a staggering 1.9 billion visits in December 2024, it’s not just the most visited website in Australia but also the internet’s front door. You don’t even think about it. You just open your browser, type something in, and boom, you’re there.
And because 68% of that traffic comes from mobile devices, it’s obvious that Australians rely on Google wherever they go. For businesses, this means one thing: if you’re not showing up on Google, you barely exist online. SEO (Search Engine Optimisation) is the name of the game, and digital marketing agencies in Sydney know exactly how to get businesses ranking higher.
Youtube
If Google is the gateway to the internet, then YouTube is the place we all end up once we’ve gone down a rabbit hole. In December 2024, it pulled in a massive 966 million visits.
On average, an Aussie user clicks through 6.99 pages per visit, meaning once you start, you’re not stopping anytime soon. That tells you one thing: YouTube is addictive. You jump on to watch a quick clip, and before you know it, you’re deep into a rabbit hole of cooking tutorials, AFL highlights, or conspiracy theories about the moon landing.
The most searched content in the past year were news clips, music videos, sports recaps, and, of course, cat videos. Because let’s face it, we all need a good laugh.
And if you’re wondering whether we prefer watching on our phones or desktops, 76.21% of traffic comes from mobile. That means Australians are streaming on the bus, in bed, at work, and just about everywhere else.
Facebook.com
Despite newer platforms trying to steal its thunder, Facebook remains a beast, racking up 192 million visits last month. For most people, it’s still the go-to place for catching up with friends, sharing life updates, and scrolling through an endless stream of posts.
Interestingly, Facebook has a higher percentage of desktop users (57.94%) compared to other social media sites, meaning many people are checking in from their computers. This could be due to Facebook’s strong presence in workplace communication with Messenger and Groups.
But while engagement remains strong with an average of 5.88 pages per visit, the platform has seen a 6.5% drop in traffic month-over-month. Some might say that this is a sign that the platform may not be the juggernaut it once was.
For local businesses, though, Facebook is still a goldmine. Facebook ads, community engagement, and well-timed posts can work wonders. A well-run Facebook campaign, set up by an experienced digital agency in Sydney, can target potential customers down to their location, interests, and online behaviour.
It’s a powerful tool for businesses looking to connect with their audience in a more personal way, and once this connection is made, you’ll find your target audience flooding your checkout page in troops.
Reddit.com
Reddit is where Australians go to discuss, argue, and share memes in a way that no other platform allows. With 177 million visits last month, it’s safe to say that Reddit is thriving.
But what’s interesting is the 62.64% bounce rate, meaning a lot of people click on a thread, read a few comments, and leave without diving deeper. But even so, Reddit is growing, with a 28.69% increase in traffic compared to last year.
No matter what you’re in the mood for, be it breaking news, niche hobbies, or just hilarious cat videos, there’s a subreddit for everything.
News Portals
Australians take their news seriously; you’d see proof of this in the fact that News.com.au led the charge with 144 million visits, followed by ABC.net.au (71 million) and 9news.com.au (56 million).
What stands out here is the traffic growth. News.com.au saw a 21.22% increase in visits compared to last month, of course, this tells us that Australians are actively looking for the latest headlines. The topics that seem to be catching everyone’s interest are politics, crime and celebrity scandals.
Wikipedia.org
Wikipedia is where we all end up when we need quick, reliable information, whether it’s for a school project or just because we fell into a late-night curiosity spiral.
The site brought in 107 million visits in December, with 76.41% of users accessing it from mobile. Despite having a high 60.39% bounce rate, it remains a staple for in-depth reading.What makes Wikipedia a trustworthy site is the accuracy of its information. The website is updated almost every second, and hundreds of new articles are uploaded every day by digital agencies in Sydney and other content marketing teams. This is the primary reason people come here, to get accurate information without having to fact-check across multiple sources.
Instagram.com
Australians are still obsessed with Instagram, which saw 89 million visits last month. Unlike Facebook, Insta has a pretty even split between desktop and mobile users, with 50.39% on desktop and 49.61% on mobile. With 6.73 pages per visit, engagement is high, meaning people aren’t just scrolling past posts, they’re actively exploring profiles, watching stories, and interacting with content. It’s no wonder brands and influencers continue to thrive here. And of course, with a competent digital agency in Sydney, your business can also create a dominant presence on Instagram.
Bing & DuckDuckGo
Google might be the king, but alternative search engines are gaining traction these days. Bing saw 86 million visits, while the privacy-focused DuckDuckGo pulled in 68 million.
DuckDuckGo, in particular, is becoming more popular as Australians look for ways to browse without being tracked. While they’re nowhere near Google’s level, their steady growth shows that not everyone is happy with the tech giant’s dominance.For businesses, Bing Ads can be an underrated opportunity. Since competition is lower, ad costs are often cheaper, and with digital marketing in Sydney, they can optimise campaigns to target users who prefer alternative search engines.
E-Commerce & Deals
December means one thing: holiday shopping. Australians flooded e-commerce sites, with Amazon.com.au attracting 69 million visits and deal-hunters flocking to Ozbargain.com.au (75 million visits).
People were actively searching for the best deals, especially in the weeks that led up to Christmas. OzBargain’s popularity proves that Aussies love a good discount, and online shopping continues to boom like never before.
ChatGPT.com
One of the biggest surprises in the rankings was ChatGPT.com, which saw 47 million visits in December. AI-powered tools are rapidly becoming a normal part of daily life. These days, people use ChatGPT for everything from writing emails to coming up with new ideas for projects or real-life events.
As Australians explore what AI can do, it’s clear that this is becoming a staple of the internet and we can only wait to see how much expansion it will attain in the coming years.
What These Engagement Metrics Tell You As a Business Owner
Now, if you’re a business owner, you’re probably wondering what all of these figures mean for you. Well, the data clearly shows that SEO is a huge driver of traffic. The most visited websites aren’t just popular because they exist, but because they dominate search rankings.
Businesses that invest in SEO and digital marketing in Sydney have a massive advantage in getting found online. With digital marketing, you can improve your site’s visibility by optimising for Google search, leveraging video content like YouTube, or even engaging audiences through social media.
So while Google, YouTube, and Facebook are pulling in billions of visits, the real takeaway here is this: if you invest in the right digital marketing tactics, you can carve out your own space online, no matter how big or small your business is.
Work With Netplanet Digital to Make Your Website Top-ranking in Australia
So far, the numbers tell us one thing: if you want to dominate online, you need more than just a website. You need visibility, engagement, and a strategy that puts you ahead of the competition. That’s exactly what we do at Netplanet Digital.
Working with our digital marketing experts is a guaranteed way to get the right traffic for your website, and by right traffic, we mean buying customers.
With expert SEO strategies, high-quality content, custom website development and a deep understanding of what makes search engines tick, we help businesses climb the ranks and stay there.
The top-ranking websites in Australia didn’t get there by accident. They use smart, data-driven strategies to stay ahead. And with Netplanet Digital, you can do the same. If you’re ready to increase your visibility and reach customers who are ready to patronise you, we’re here to make it happen. Let’s put your business on the map. Book a free 30-minute consultation call with us today.