QUEENSLANDERS are leading a new pattern of behaviour on social media including logging in at the beginning of the day (47%) and while at work (37%), according to the latest Sensis Social Media Report.
But Queenslanders are not as popular as others online with 256 friends on social media compared to the national average of 297.
Sensis general manager digital Evan Ravensdale said: "Social media is a great way for people to stay connected, but you have to also wonder what impact it is having on personal relationships in the home," he said.
The 2015 Sensis survey of 800 Australian consumers and 1100 Australian businesses found that an increase in smartphone ownership had driven an upsurge in heavy usage among social media users nationally, with one quarter of people now checking in more than five times each day.
This is up from 19 per cent last year.
Overall, slightly fewer people are accessing social media this year slipping from 69 to 68 percent.
But those already on social media are increasing the time they spend on sites, with Facebook users now spending eight and a half hours a week on the site - that's the equivalent of a whole working day.
The report found that the most widely used site by Australian social media users is Facebook (93%), followed by LinkedIn (28%) and Instagram (26%).
Queenslanders are the least likely in Australia to have Snapchat (10% versus 15% nationally) or a Twitter account (11% versus 17% nationally).
"There is a big variation in how age groups are using social media. For one quarter of young people, accessing social media seems to have replaced reading the newspaper on the toilet. Whereas only three percent of over 65s are using social media in this way," Mr Ravensdale said.
Key statistics from the report include:
- The proportion of social media users who log in during work nationally rose from 21 percent in 2014 to 32 percent
- The number of people accessing social media on the toilet nationally rose from 10 percent in 2014 to 14 percent. Males (20%) are twice as likely as females (10%) to access social media on the toilet. In Queensland 13 percent admitted to accessing social media on the toilet
- The most popular times for social media users to log in nationally are first thing in the morning (45%) and last thing before going to bed (41%). In Queensland 29 percent access social media before bed
The number of businesses with a social media presence dropped from 37 percent to 31 percent for small and medium sized businesses and from 77 percent to 56 percent for large businesses.
In Queensland, the number of small to medium sized businesses with a social media presence dropped from 48 percent to 32 percent.
"It is interesting to see the number of Queensland businesses with a social media presence dropping this year. Despite this, many small and medium sized businesses said they are planning on establishing a social media presence in the year ahead," Mr Ravensdale said.
"Social media is a real opportunity for businesses to engage in a discussion where their customers are already talking," he said.