According tomedia reports, data compiled by Bloomberg and presentations from the marketing solutions division of the short-video app TikTok show that the popular app has gone on a frenzy in Europe in just three years, with more than 100 million users, a quarter of whom are British fans and Norwegians opening the app up to 17 times a day.
Figures show that a quarter of Britons use TikTok every month, with 17 million users spending more than an hour a day on the app, suggesting that TikTok has built up a huge user base in just three years, almost half of Facebook’s local users.
In this group, 40% of TikTok monthly active users are between the ages of 18 and 24. Uk users use the app for an average of 66 minutes a day and open TikTok about 13 times in 24 hours. By comparison, marketing and research firms We Are Social and HotSuite estimate that Facebook has 37m users in the UK.
TikTok has grown dramaticly as more and more people seek to relax during the blockade triggered by the New Crown outbreak. Presentations released in the first quarter of this year show that the app has about 10 million regular users in the UK.
Despite US President Donald Trump’s threat to ban TikTok, the latter is growing fast elsewhere in the world, with a clear lead, even with Facebook’s Reels and Google’s YouTube Short.
TikTok has the largest number of UK users in Europe, but they are not the most enthusiastic. TikTok’s 1.2 million Norwegian users open the app an average of 17 times a day and spend 74 minutes browsing videos.
TikTok has 11 million users in France who watch videos for an average of about an hour a day. TikTok, which has 10.7 million users in Germany, recently appointed a new head in Germany. There are 8.8 million users in Spain. TikTok is used by 9.8 million Italians every month, 30 per cent of whom are between the ages of 18 and 24.
The vast majority of TikTok users are women: in the UK, the proportion is 65 per cent. In Spain, nearly three-thirds of TikTok users are women. TikTok’s Nordic users are more gender-neutral, with 44 per cent of users in Norway and Sweden, for example, male.
Mary Keane-Dawson, chief executive of Takumi, the online celebrity marketing agency, said: “TikTok has played an important role in the rise in social media spending. We know that the younger generation is social and use TikTok more than television. In this day and age, people yearn for digital content that is entertaining and positive. “
TikTok has not released the latest user data so far, but it should be much higher than third-party growth estimates, indicating that the app benefited during this year’s outbreak. Market research firm eMarketer has predicted that TikTok’s monthly active users in the UK will not reach 12.5m by 2023.
Earlier this month, TikTok announced that it had more than 100 million monthly active users in Europe, the same number as it had in the U.S. earlier this year.
In the UK, 82% of TikTok users are 18 years of age or older, the highest proportion among more than a dozen European countries. In France, Italy and Spain, about two-thirds of users are 18 years of age or older, up from 76% in Germany.
TikTok’s second-quarter results showed that TikTok had 690m global users in the year to July, still dwarfing Facebook, which had 2.7bn monthly active users worldwide. (Small)