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Interesting TikTok Statistics in 2023 for All Marketers 

TikTok Statistics

Well known as the world’s leading social media app for short-form mobile videos, TikTok shows its great potential to unlock all the magic of different business types. It’s not a story, this shoppertainment platform has proved its power through real TikTok statistics, from the application and marketing strategy to customer behaviors statistics. 

To help businesses and marketers get a better view of TikTok, we’ve compiled all essential TikTok statistics. Keep reading for more key statistics to boost your brand!

TikTok Statistics Users 

TikTok hits one billion active users, with 142.2 million of those users being in North America. This number will still increase and is expected to reach 1.8 billion by the end of 2022. 

In terms of the dramatic growth of TikTok, it is currently available in 141 countries with a choice of 75 languages in the settings section so that everyone can access it. Moreover, the increase in users over the course of four years really says it all. Let’s take a look below:

DateUsers (million)
Source: TikTok Report

The rapid rise is very impressive in the sense that in less than four years, it was able to increase the number of users by more than 18 times. In comparison, Facebook, considered as the dominant social media platform, increased slightly more than 0,6 times in the same time. 

TikTok Demographics 

How old are TikTok users? 

Here is a breakdown of the age demographics of all TikTok users.

Age bracketPercentage of users
Source: App Ape

Just as millennials fueled the rise of earlier social media platforms, like Facebook and Instagram, Generation Z is fueling the rise of TikTok. To be more specific, the majority of TikTok users are between 18 and 24 years old, and they account for a staggering 43.7 percent of all platform users globally. 

The second-largest age group using TikTok are in 25 to 34, which makes up 282 million TikTok users, or 31.9 percent of the total.

The statistics for the remaining groups were considerably less, it shows that people aged 40 or over are less interested in social networking sites such as TikTok. Particularly, the number of middle-aged users is approximately one out of six times when compared to the young generation. 

Who uses TikTok more actively – men or women?

It might be surprised when the gap between the number of female users and male users is significant. To be more specific, around 57% of TikTok users worldwide were female, whereas men made up about 43% of all users on this popular social video platform.

Which countries TikTok is used the most? 

Given that TikTok is currently widespread in nearly 200 nations. But, which countries are most frequently using TikTok? Here’s what we found: 

TikTok originated in Asia, where it has a significant following. Outside of Asia, however, North America dominates the TikTok market with nearly 150 million users, followed closely by Europe with more than 98 million.

Looking at particular countries here’s the top 5 countries with the most users of TikTok:

#1 – United States: 131 million users

#2 – Indonesia: 92.1 million users

#3 – Brazil: 74.1 million users

#4 – Russia: 54.9 million

#5 – Mexico: 46 million 

As you can see, The US is the leading country in terms of TikTok users with a figure of 131 million, followed by the only Asia countries, Indonesia and Brazil came in third. 

TikTok Usage Statistics 

According to research by We Are Social, the average person spends 23,5 hours per month on TikTok compared to other social media apps, such as Youtube (23,1 hours), Facebook (19,7 hours), or Instagram (12 hours). 

time spent using social apps
Source: We Are Social

Like in the United States, TikTok was the top social media network used by US users in terms of daily time spent with an average of 45.8 minutes. YouTube and Twitter came in second and third, with daily usage averages of 45.6 minutes and 34.8 minutes, respectively.

TikTok App Statistics 

Does TikTok have a lot of downloads?  

Here is the breakdown of TikTok downloads:

YearDownloads (million)
Source: TikTok Report

These figures are nothing short of impressive. Between 2018 and the end of 2021, the social video platform’s annual installs increased sharply by more than 10 times and its growth is showing no signs of stopping in the future. In contrast, Facebook, the king of social media platforms, has a downward tendency in terms of the number of downloads in the same period. 

More impressively, TikTok is the most downloaded app on the Apple App Store in Q2 2022, with over 60 million downloads in a single quarter on iPhone and iPad devices. By comparison, TikTok is the third-most downloaded app on Google Play with 125 million installs, behind Facebook and Instagram. 

TikTok Revenue Statistics 

TikTok Revenue Statistics
TikTok revenue statistics

It is not surprising that TikTok generates billions of dollars in revenue given its widespread use and rising number of active users. 

TikTok raked in nearly $4 billion in revenue in 2021, mostly from advertising, and is projected to hit $12 billion this year, according to the research firm eMarketer. That would make it bigger than Twitter Inc. and Snap Inc. combined – three years after it started accepting ads on the platform.

Be particular, Douyin in China contributed to about 79 percent of TikTok’s earnings and 8 percent came from the United States. 

TikTok Marketing Statistics

 Interested in using TikTok as a social media marketing channel? Here are some TikTok statistics you should take notice of: 

TikTok is an influencer channel for marketing strategy 

For a long time, Instagram was the leader in influencer marketing, but TikTok is now giving the Meta-owned app some tough competition. Let’s look at TikTok influencer statistics

In 2021, TikTok influencers with 1,000 to 5,000 followers made up 50.51 percent of TikTok influencer accounts worldwide. The second and third largest groups were micro-influencers with 5,000 to 20,000 followers and mid-tier influencers with 20,000 to 100,000 followers, accounting respectively for 29.93 percent and 15.2 percent.

TikTok is the social media app with the highest engagement rates

Recent Upfluence research reveals higher engagement rates for Instagram, YouTube, and TikTok across all follower levels. In comparison to the other two networks, TikTok has significantly higher engagement across all follower levels.

Specifically, Upfluence found micro-influencers had engagement rates of 17.96% on TikTok, 3.86% on Instagram, and 1.63% on YouTube. Mega-influencers, on the other hand, had engagement rates of 4 on TikTok, 1.21% on Instagram, and 0.37% on YouTube.

Overall, advertisers on TikTok can anticipate receiving more followers, likes, shares, and comments. This is fantastic news for brands to grow their communities and increase brand awareness.

tiktok ad audience overview
Source: We Are Social

What’s more, brands have a huge chance of reaching their target audience with TikTok ads since the possible number of people seeing ads on TikTok can be over 1 billion, which is equivalent to 13,1% of the total world population. In the same report by We Are Social (2023), users aged 18 to 24 are the main advertising audience, accounting for 21,5% (for females) and 17,4% (for males) of the total viewers. This is a great sign for brands that have customers around this age range.

TikTok Customer’s Behaviors Statistics

Customer behaviors on TikTok
Customer’s behaviors

The arrival of eCommerce has definitely changed the way people shop, so brands should keep track of consumers’ ever-changing online shopping behaviors and TikTok is leading in this new era.

TikTok users were questioned about their shopping habits in January 2022. Surprisingly, 71.2 percent of users claimed to have shopped after coming across their feeds, stories, etc. Moreover, 58 percent of TikTok users who responded said they used the app for shopping inspiration.

Brands definitely should present themselves on TikTok since 37,5% of active users use TikTok to follow or research brands and products, so your chance of being noticed is pretty high.

brand research by social platform
Source: We Are Social

Ready to grow your business with TikTok?

With over one billion monthly active users all over the world, TikTok is now not only the leading entertainment video-sharing platform but also a product recommendation engine driving e-commerce. There are so many rooms for new brands to enter and start selling on TikTok.

If you are interested in broadening brand awareness and leveraging sales on TikTok, there’s no better place than TikTok Ads. Forget about hiring expensive advertising experts or agencies, you can now run a successful ad campaign, optimize the cost, and measure performance with ease using the NestAds app. 


Meet our Author


Author at NestScale

Kriss is a professional content writer, focusing on technology and e-commerce business. When she’s not working, you will find her interested in sports or traveling.


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