One in four Britons use TikTok every month, with 17 million regulars spending just over an hour a day on the app, signaling the upstart social network has built a local following almost half as large as Facebook Inc.’s in just three years.
The data, seen by Bloomberg and contained within a presentation this summer from TikTok’s marketing solutions arm, TikTok for Business, shows that among that group four in 10 are between the ages of 18 and 24 as monthly active users, so-called MAUs. The average Brit uses the app for 66 minutes a day and opens TikTok 13 times in 24 hours.
In comparison, marketing and research firms We Are Social and Hootsuite estimate Facebook has 37 million users in the U.K.
TikTok has grown prodigiously as more people seek entertainment during lockdowns triggered by the coronavirus. A similar presentation distributed in the first quarter of the year pegged TikTok at 10 million regular users in the U.K. A TikTok representative in London declined to comment on the data.
Despite travails in the U.S., where President Donald Trump has threatened to ban it, and India, where the government barred it from citizens’ phones, TikTok has continued to grow elsewhere in the world. Its signature shortform video has proven so popular that Instagram, owned by Facebook, rolled out a competing offering, Reels, earlier this summer, while Google followed with YouTube Shorts, which shares similarities with TikTok.
The future of TikTok’s U.K. business is unlikely to get caught in the crossfire between the U.S. and China. Trump ordered parent company ByteDance to sell its U.S. arm on grounds of national security and privacy—but the U.K. business is to remain under ByteDance’s Chinese owners. Some other details from around Europe: