As part of a study conducted with Kantar, TikTok reveals the behavior of its users regarding the time spent on the app.
TikTok occupies an increasing place in the daily lives of its users. © Tik Tok
To see how users see the time they spend in the app, TikTok made a study In partnership with Kantar with more than 7000 people and across 8 countries (France, USA, Canada, Germany, Spain, UK, Italy and Indonesia).
Time spent on TikTok
According to the study, users are spending more and more time on TikTok, at the expense of other entertainment sources. In fact, more than 35% of users surveyed said they spent less time in front of the TV, but also less time listening to podcasts, watching videos, reading… since that time they’ve been to TikTok.
Also impressive is the attention paid by its users to TikTok: 46% of respondents said they watch the platform’s content without being distracted.
Inspirational and educational videos
To understand why certain types of content work better than others, you need to care about what content your users want. So TikTok strives to determine which videos are most appealing to her and most inspiring.
Among the main trends mentioned by the study, we find educational videos, but also those that allow you to find inspiration for cooking, makeup, crafts or even travel.
The study also indicates that more and more users are using the app as a means of sharing and sharing. Many people use it with friends or family, to send each other videos, complete challenges or share directions.
How does TikTok affect user behavior?
To determine the positive or negative impact of the app on its users, TikTok questioned the link between the time spent on the app and consumers’ feelings. According to the study, the results were positive with more than 80% of the participants saying they plan to spend the same or more time on TikTok in the future.
Engagement is also very powerful: 92% of respondents say they take an action (like, comment, share, follow, or search) after watching a video. Another interesting fact for brands who want to communicate on the platform, almost 25% of users confirm that they search for products after watching TikTok.
Generation Z is the most present
Unsurprisingly, those driving the app are the younger generations, more specifically Generation Z (born after 1996). They are also the ones that generate the most purchases on TikTok in the US, Canada, and Europe.
To read also
TikTok tests videos longer than 5-10 minutes
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