One in four Britons uses TikTok every month, with 17 million regulars spending just over an hour a day on the app, indicating that the upstart social network has built a local audience almost half the size of that of Facebook Inc. in just three years.
The data, seen by Bloomberg and contained in a presentation this summer from TikTok’s marketing solutions arm, TikTok for Business, shows that among this group, four in 10 are between the ages of 18 and 24 as monthly active users, called MAU. The average Briton uses the app for 66 minutes a day and opens TikTok 13 times in 24 hours.
By comparison, marketing and research companies We Are Social and Hootsuite estimateFacebook has 37 million users in the UK
TikTok has seen tremendous growth as more people seek entertainment during lockdowns triggered by the coronavirus. A similar presentation distributed in the first quarter of the year awarded TikTok 10 million regular users in the UK. A representative for TikTok in London declined to comment on the data.
Despite the difficulties in the United States, where President Donald Trumpthreatened to ban it, and India, where the governmentbanned from citizens’ phones, TikTok continued to expand elsewhere in the world. His abbreviated video signature has proven to be so popular that Instagram, owned by Facebook,launched a competing offering, Reels, earlier this summer, while Google followed with YouTube Shorts, which shares similarities with TikTok.
The future of TikTok’s UK business is unlikely to be caught in the crossfire between the US and China. Trump has ordered parent company ByteDance to sell its US subsidiary for reasons of national security and privacy – but UK activity must remain under the direction of Chinese owners of ByteDance. Some other details from all over Europe:
UK users are the most numerous in Europe, but they are not the most dedicated. TikTok’s 1.2 million Norwegian users open the app 17 times a day, spending 74 minutes browsing the video.
TikTok also has 11 million users in France, who watch just over an hour of video per day on average, 10.7 million in Germany, where the company recently announced a new country manager, and 8.8 million. in Spain.
An additional 9.8 million Italians use TikTok each month, 30% of them aged 18-24.
The overwhelming majority of TikTok users are women: in the UK, 65% of them. In Spain, almost three quarters of TikTok users are women. TikTok’s Nordic audience is more evenly split between genders: in Norway and Sweden, 44% of users are men.
“Social media consumption is on the rise and TikTok has played a big part in it,” said Mary Keane-Dawson, CEO of Takumi Group, an influencer marketing agency. “We know that the younger generations are first and foremost social, consuming far more TikTok than television. These days, people crave entertaining and positive digital content. ”
The latest numbers, so far unreported, are significantly higher than third-party estimates of TikTok’s growth and show that the app this year has benefited from the lockdown. eMarketer, an American market research company, had predicted that the app would not reach 12.5 million monthly users in the UK until 2023.
Earlier this month, TikTok announced ithad more than 100 million monthly active users in Europe, the same number in the United States, cited earlier this year.
The presentation includes users aged 18 and over, but the audience percentages do not add up to 100% in any of the countries, indicating TikTok’s potential user base under the age of 18.
In the UK, 82 percent of TikTok’s audience say they are 18 and over, according to data – the oldest audience in a dozen countries reported. In France, Italy and Spain, around two-thirds of the audience are 18 years or older, and 76% in Germany.
TikTok’s user base,at 690 million worldwide in July, that’s paltry compared to Facebook, which has 2.7 billion UAMs globally, according to its second-quarter results.