Why webinars suit Australia: distance, time zones and home offices

Australia is a large country with a small, spread-out population. Reaching business buyers in person is slow and expensive. Webinars remove most of that cost.

Your audience works from home

The Australian Bureau of Statistics reports that in August 2025:

• 36% of employed people usually worked from home
• 59% of managers and professionals usually worked from home, against 21% in all other jobs

Managers and professionals are the people most B2B webinars want to reach. More than half of them are at a desk with a screen for part of the week, not in an office you can visit.

Distance and time zones

• Perth is up to three hours behind Sydney and Melbourne.
• Queensland does not use daylight saving, so in summer Brisbane is an hour behind Sydney.
• A capital-city event leaves out regional businesses, and most interstate ones.

A webinar reaches all of them in the same hour. A recording reaches those who could not attend live.

What this means for hosts

• Pick a time that works coast to coast. Late morning to early afternoon on the east coast suits the most people.
• State the time zone clearly. Write AEDT or AEST, and give the Perth time.
• Always offer a recording. Many registrants watch later.
• Keep it short. 30 to 45 minutes fits a working day.

The lesson

For Australian B2B audiences, a webinar is not a substitute for a real event. For most of them, it is the event they can actually attend.

Source: Australian Bureau of Statistics, Working arrangements, August 2025, released 12 December 2025.