According to various studies, about 16% of Australian smoke. Australia has a total population of 23 million people. Although it is not a big country in terms of population size, that is still roughly 3,680,000 smokers.
That is still a fair number of smokers and a market that must be marketed too.
Tobacco manufacture are going to feel some additional competition from the fact that more and more people are trying out ecig. Electronic Cigarettes is rapidly growing to become a $3 billion dollar industry with more and more people trying it out.
Perhaps that is one reason why the Australian has been passing legislation to restrictive internet advertising since electronic cigarettes are mostly sold online.