TikTok experiences surging growth in Europe

Noble Horvath

TikTok, the short-form video-sharing social network, is recording phenomenal growth in western Europe as more people seek entertainment during lockdowns that have been imposed to combat the coronavirus pandemic. According to a presentation delivered this summer by TikTok’s marketing solutions arm, TikTok for Business, 17 million UK consumers now regularly […]

TikTok, the short-form video-sharing social network, is recording phenomenal growth in western Europe as more people seek entertainment during lockdowns that have been imposed to combat the coronavirus pandemic.

According to a presentation delivered this summer by TikTok’s marketing solutions arm, TikTok for Business, 17 million UK consumers now regularly spend 66 minutes a day on the app with the average user opening TikTok 13 times every 24 hours.

The internal data, which has been seen by Bloomberg, also revealed that that TikTok has 11 million users in France who, like their British counterparts, tune in for just over an hour each day on average.

Germany has 10.7 million users, Italy has 9.8 million, while a further 8.8 million people in Spain use the app, which is owned by Chinese tech giant ByteDance.

Although British users are the most numerous in Europe, they’re not the most dedicated, Bloomberg reported. Indeed, TikTok’s 1.2 million Norwegian users open the app 17 times a day, spending 74 minutes viewing videos.

Marketers have known for some time that TikTok is very popular among younger consumers. This is borne out in the presentation’s findings, which showed that 4 in 10 active British monthly users are aged between 18 and 24, along with nearly a third (30%) of Italians.

However, interestingly for marketers, the data suggests that the overwhelming majority of TikTok’s users in Europe are women, who account for nearly two-thirds (65%) of the app’s user base in the UK.

This rises to nearly three-quarters of TikTok users in Spain, while it is more evenly balanced in Norway and Sweden, where women make up 56% of users.

TikTok declined to comment on the data but, if the Bloomberg analysis is correct, it means that about a quarter of the UK population now uses TikTok on a regular basis and that the app has almost half as many users in the country as Facebook.

“Social media consumption is up and TikTok has played a big part in this,” said Mary Keane-Dawson, group CEO of Takumi, an influencer marketing agency.

“We know that the younger generations are social-first, consuming way more TikTok than television. In this current time people are hungry for digital content which is entertaining and positive,” she added.

Sourced from Bloomberg

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