Tag Archives: tik tok

TikTok Users Less Likely To Be Bothered by Ads

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Source: Statista

TikTok is one of the fastest-growing social media platforms and is at the same time viewed critically by the U.S. and numerous European countries due to its alleged connection to China. This past Thursday, TikTok CEO Shou Zi Chew fielded questions at a congressional hearing, with some lawmakers drawing ridicule from netizens for allegedly not understanding the workings of social media apps. The question of to what extent the popular app is directly connected to the CCP is currently unanswered.

Critics of the regulatory efforts claim that the increased scrutiny of the application even though it allegedly doesn’t collect more or fewer data than U.S.-based social media companies is a symptom of a new Cold War and latent sinophobia. Still, U.S. TikTok users seem to mind giving away their data for advertising less than the general public surveyed in our Statista Consumer Insights.

38 percent of survey participants using TikTok tolerate advertising on the internet in exchange for free access to certain services, four percent more than the total number of adults surveyed. Almost 15 percent of TikTok users struggle to distinguish between advertising and other content.

A data point that’s particularly relevant in the context of the ongoing discussion surrounding TikTok: The usage of user data for advertising purposes. While 13 percent of respondents have no problems with companies using their data this way, the share of TikTok users claiming the same is five percentage points higher.

According to analyses by DataReportal, TikTok had an addressable ad audience older than 18 of around 113 million users in the United States at the end of 2022, the highest of any of the countries analyzed. Since the platform can be used from the age of 13, the number of users is likely significantly higher. The last official overall tally was released in September of 2021, claiming that the app broke the one-billion-user mark.

TikTok: Social Media Heavyweight

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Source: Statista

The White House has endorsed a Senate bill that members unveiled Tuesday, which would give the U.S. government more far-reaching powers in restricting and even banning foreign-linked software or electronics producers. The draft law is considered to be aimed at Chinese-owned social media network TikTok, even though it doesn’t explicitly name the service. As CNN reports, the Restricting the Emergence of Security Threats that Risk Information and Communications Technology Act – RESTRICT for short – is being unveiled after two years of largely fruitless negotiations with TikTok to address U.S. national security concerns surrounding the app. Concern over how much of TikTok’s user data could be seen – and potentially weaponized – by the Chinese government has been heightening in the U.S. and Europe alike.

As seen in data by Statista Market Insights, TikTok has curated a large following in the United States and Europe, with its app revenue market share surpassing those of older social media networks like Instagram and Facebook – both U.S. owned. In the United States, TikTok’s share is already comprising 26 percent of the market, far ahead of Instagram’s 14 percent. However, advertisers have been sticking to longer-standing services. TikTok’s social media ad spending share in the U.S. as well as the UK and Germany hovered between 9-12 percent, behind larger ad players Facebook, Instagram as well as professional networks Linkedin (i.e. equivalent Xing in the German market).

Infographic: TikTok: Social Media Heavyweight | Statista

The Rapid Rise of TikTok

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Source: Statista

The use of social networks continues to grow around the world. At the same time, users are not shy to embrace new services, as the rapid rise of video sharing platform TikTok shows.

The number of active social media users worldwide is estimated at 4.6 billion in 2022, or around 60 percent of the world’s population. This figure is expected to increase to nearly 6 billion by 2027, according to projections by Statista Advertising. & Media Outlook.

TikTok stands out from the competition with an extraordinary rate of growth. Between 2018 and 2022, the network attracted an average of 340 million new active members per year. After hitting the one-billion-user mark on the heels of the “digital boom” sparked by the Covid-19 pandemic, TikTok overtook Instagram for the number of users in 2021. The platform’s user base is expected to reach 2 billion by 2024, when growth is projected to have slowed (and maybe a new star will have appeared on the social media scene?).

Despite a very marked slowdown in its growth in recent years, Facebook is expected to remain the biggest social network at more than 2.6 billion active accounts in 2022, projected to grow to nearly 3 billion by 2025.

Infographic: The Rapid Rise of TikTok | Statista