Aust social media all about image: report

Australians are more focused on curating an identity than connecting with friends and family online, a new survey has found.

The Social Norms: The Status of Social in 2015 survey conducted by Tumblr looked into how nearly 13 million social media users approach platforms and found the majority of users preferred to showcase the best of their lives rather than foster relationships.

"Australians have moved away from using social media as a way to connect with their loved ones, and are increasingly using these channels as an identity construct," Tumblr's Max Sebela said.

Seven out of ten of all Australians use social media every day.

The survey also found that close to 60 per cent of users claiming they only like, follow or share content that they are truly passionate about.