![]() ![]() ![]() This combination of attention span and demographics makes the app very appealing to advertisers, who spent more than $10bn (£8.1bn) on the platform last year, according to industry estimates. Comparable stats for 2023 are not yet available but every indication suggests that usage has risen further. In the first quarter of 2022 in the UK, 73% of 15- to 24-year-olds had used the app, vastly outstripping peers such as Facebook, Twitter and Snapchat. And while Instagram and YouTube have more absolute users, TikTok is catching up fast. Last year TikTok had 18 million users in the UK, according to the analytics firm data.ai.īut for the company’s core demographic, aged between 15 and 24, engagement in the UK is through the roof: the average young adult TikToker spends almost an hour a day on the app. In the UK, Ofcom data shows that this time last year the average TikTok user (of those older than 15) spent 29 minutes a day on the app, only slightly less than the time spent on Facebook and Messenger combined. The company’s chief executive, Shou Zi Chew (whose Singaporean heritage was emphasised when he testified in front of the US Congress last week), says the app has more than 150 million monthly active users in the US alone. TikTok is enormously successful, on both sides of the Atlantic. Photograph: VCG/Visual China Group/Getty Images The phenomenon View image in fullscreen TikTok’s mix of genre-straddling content has won over its core audience, aged between 15 and 24.
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