TikTok surpasses YouTube for the first time! The average monthly usage time of TikTok users reaches 23.6 hours

Recently, according to data released by research firm data.ai, TikTok's average monthly user usage time in the first quarter of this year reached 23.6 hours, while YouTube's was 23.2 hours, surpassing YouTube's for the first time. This also means that on the TikTok platform, users spend at least 47 minutes a day on average.

Data shows that the average monthly usage time of TikTok users has been increasing since Q1 2020. Compared with Q1 2020, the average monthly usage time of TikTok users in Q1 2022 increased by 140%. In the past two years, the average monthly usage time of YouTube users has fluctuated between 20 and 25 hours. In Q1 2020, the average monthly usage time of TikTok users was less than 10 hours. After two years of continuous growth, it surpassed YouTube for the first time in Q1 2022.

In addition, data.ai data shows that in the first quarter of 2022, TikTok ranked second in the global popular app download list, Instagram ranked first, and YouTube did not make the top five. Among them, TikTok ranked first in the download list in the United States, second in Russia, third in the United Kingdom, Germany, Australia and other regions, and fourth in France and Singapore.

Therefore, in terms of download growth rate, TikTok has surpassed YouTube both domestically and in major global markets, becoming the fifth non-game application in the world with more than 3 billion downloads.

It is reported that as early as September 2021, TikTok announced that its global monthly active users exceeded 1 billion.

In addition, data from research firm Data Reportal shows that 17.4% of people aged 18 and above worldwide use TikTok. By early April 2022, marketers can reach 970.2 million users aged 18 and above on TikTok.

In terms of regions, there are five regions where advertising coverage can reach 50 million users aged 18 and above. The United States, Indonesia, and Brazil are the three regions where TikTok advertising audiences have the largest number of people aged 18 and above, with the United States reaching 136.4 million, Indonesia reaching 99.1 million, and Brazil reaching 73.6 million.

According to the "TikTok Cross-border E-commerce Trend Report" released by Shanxi Data Traffic Ecological Park , female users account for 57% of TikTok users, 44% of users are between 18 and 24 years old, and users over 55 years old account for only 3.5%. Therefore, it can be confirmed that Generation Z is the main audience group of TikTok.

At the same time, in the analysis of global live e-commerce users, live e-commerce has been popularized in China, but the awareness rate in the United States, Europe and other regions is still relatively low. Half of the respondents in the United States said that they knew that there were companies that supported the purchase of goods through e-commerce live channels, while in Europe, the awareness rate of live e-commerce was only 30%.

The TikTok Cross-border E-commerce Trend Report also shows that consumers in the Asia-Pacific region, where e-commerce live streaming is more popular, are more interested in it than those in other regions. 17% of respondents in the Asia-Pacific region expressed interest in shopping through live streaming by influencers, while only 5% of consumers in Europe, where awareness is relatively low, are interested.

In terms of monetization capabilities, public data shows that global mobile phone users spent approximately US$2.3 billion on TikTok in 2021, a year-on-year increase of 43%. Traffic largely affects purchasing power. With the increasing activity and traffic of TikTok users, its purchasing power is expected to rise.

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