TikTok is now one of the UK’s most downloaded apps, according to Digital 2020: The United Kingdom – a report released today by socially-led creative agency We Are Social and Hootsuite, the global leader in social media management.
The short-form video platform, which did not feature in last year’s most downloaded list, follows three Facebook-owned apps (WhatsApp, Facebook Messenger, Instagram) and Netflix to become the UK’s fifth most downloaded app in 2019.
However, with just 8% of UK internet users aged 16 to 64 reporting using TikTok in the last month*, it still has lower usage rates amongst UK audiences than the likes of Tumblr (11%), Twitch (12%), Reddit (16%), Skype (21%), Snapchat (25%).
According to the report, the UK now has 45 million social media users (up 2.9% on last year, 1.3 million new users). Social media advertising spend is up 20% year-on-year; $3.38 billion (£2.6 billion) was spent on social ads in the UK 2019.
Digital 2020: The United Kingdom’s other key findings include Reddit’s climb from 8th to 4th in Alexa’s top UK websites; and more British people play games on smartphones (45% of internet users aged 16 to 64) than game consoles (33%).
Jim Coleman, UK chief executive, We Are Social said: “There’s always a tendency for marketers to be blinded by a shiny new object. TikTok is a very exciting platform that’s clearly growing in popularity, and we should be considering and keeping a very close eye on it. But ultimately, the creative process works best when we come at it with a people-first approach – a problem to solve, not a platform to execute on.”
Read the full report here: https://wearesocial.com/uk/digital-2020-uk
*GlobalWebIndex data, Q3 2019
Source: We Are Social