UK ‘leads the world’ for using TikTok

The UK spends more time on TikTok than any other nation, according to figures revealed by social media marketing agency We Are Social.

UK users spend an average of 27.3 hours every month on the app according to We Are Social and Hootsuite’s annual report Digital 2022.

This is ahead of Russia at 26.3 hours and the US at 25.6 hours, with the global average at 19.6 hours a month.

The report found that nearly a third (32%) of British adults use TikTok – which is an increase of 37% compared to the previous year.

Within this figure, there were more women users than men, with a ratio of 60% to 40%.

WhatsApp remains the most-used social media in the UK, with Meta stablemates Facebook and Messenger respectively behind in second and third place.

The findings also showed spend on digital advertising and social media advertising spend grew by 22% and 23% in the last year to $27.22bn and $8.25bn respectively.