As of February 2025, it was found that around 14.1 percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age formed approximately 16.6 percent of the platform's audience. The online audience of the popular social video platform was further composed of 14.6 percent of female users aged between 25 and 34 years, and 20.7 percent of male users in the same age group.

TikTok, a social video app launched in 2016 used for sharing and creating video content, continues to grow in popularity. As of 2022, approximately 41 percent of users in the U.S. engaged with the popular social video app. Around seven in 10 respondents aged between 18 and 19 years were using TikTok, while usage among respondents aged between 20 and 29 years was approximately 56 percent.

TikTok global usage In 2021, TikTok had 1 billion active monthly users worldwide, a growth of 45 percent on the previous year. As of April 2021, the majority of global TikTok users spent less than one hour per week on the platform. Eleven percent of users spent five to ten hours a week on the app, and six percent were using it for ten hours or more per week.

Users' opinion: safety concerns and positive influenceOnline TikTok challenges and hoaxes have been a topic of discussion in recent years, with parents raising concerns about safety regarding content posted on the platform. As for U.S. adults’ opinions of TikTok, favorable attitudes towards the platform decrease with age. Overall, as of November 2021, 33 percent of users aged 18 to 34 years had a favorable opinion of the app, but just one in 10 users aged between 45 and 64 years felt the same. Around 20 percent of all adults had a very unfavorable view of TikTok. Despite the criticism, the platform hosts a large number of positive influencers, focusing on themes such as mental health awareness and body positivity. In 2021, one of the most followed TikTok educators and activists was Nicole Lilly Christou, with her profile @nikkililly reporting approximately 7.7 million followers in the United Kingdom alone.

Teenagers make up the largest group of active users on TikTok.

According to a May 2023 survey of social media users in the United States, over 76 percent of users aged between 18 and 24 years were on TikTok. In comparison, approximately 70 percent of U.S. teens were on TikTok and interacted with the app on a monthly basis. TikTok usage diminished in older users, with only 14 percent of U.S. users aged between 55 and 64 years reporting engaging with the popular social video app.

In March 2024, approximately 76 percent of online users aged between 15 and 24 years in the United Kingdom engaged with social video app TikTok. Users aged between 25 and 34 years were the second largest age demographic on the platform, while only one quarter of users aged 75 and older reported engaging with TikTok. Overall, half of the UK digital population engaged with the popular Chinese-developed app.

Users spend an average of 19.6 hours per month on TikTok alone. This works out to be approximately 39 minutes per day.

In Australia in 2022, more than half of TikTok's users were aged under 24; for users aged between 18 and 24, 28.86 percent were female, and 11.82 percent were male. For younger users aged between 13 and 17, 22.26 percent were female and 8.57 percent were male.

Social video platform TikTok made significant gains in popularity in the Netherlands between 2020 and 2023. In 2023, there were approximately four million TikTok users in the Netherlands, up from three million in the previous year. Users aged 20 to 24 years accounted for the biggest share of TikTok’s audience in the country, recording approximately 850,000 users in 2023.

Mobile social As of the end of 2022, mobile social media were the most engaging app category for users in the Netherlands. On average, Dutch users was reported spending 65 minutes per day on social apps, compared to 26 minutes spent interacting with casual gaming apps, and 14 daily minutes spent on shopping apps on a daily basis. Mobile-first communication and chat apps such as WhatsApp, Facebook Messenger, and Snapchat ranked among the most popular social platforms among Dutch users in the third quarter of 2022. Social video app TikTok has become increasingly more popular, reaching four million users in 2023.

Most popular Dutch content creators With 14 million followers and several years of activity within the global beauty content community, Nikkie Tutorials was the second most popular Dutch content creator on YouTube in February 2023. With the rise of TikTok and short-video features like Instagram Reels and YouTube Shorts, video has become one of the most engaging formats for content creators to connect with their audiences in the Netherlands as in the rest of the digital market. As of September 2022, online Dutch influencer Sherell Martini reportedly had 4.84 million TikTok followers, while online personality and hair influencer Quinity Mirjam recorded over three million followers.

The most TikTok users in Germany were found among Gen Z as of 2023, with almost 53 percent stating that they used the platform. Roughly 27 percent of millennials said that had a TikTok account. The TikTok phenomenon TikTok is a video-sharing app that became extremely popular during the first half of 2020. Millions of people signed up to the social media platform and started making short videos of themselves doing various activities. One of the most common types of videos on the app is dancing videos in which people choreograph short dances to parts of popular songs and then the dance is replicated by thousands of users. There were over 1.9 billion users on TikTok in 2023, and in 2024 this figure is predicted to grow to over two billion. With an audience so large, there are many opportunities for success on the app. Popular names who found fame on the app include Charli D’Amelio, Addison Rae, and Khabane Lame to name a few. There are also several famous German TikTok accounts such as Youneszarou, Noelgoescrazy, and Condsty who all have over 23 million followers. Social media networks How does TikTok compare to other social media apps? It was ranked as the fifth most popular worldwide, top of the list were Facebook, YouTube, and Instagram. This is quite impressive when considering that the app was banned in India, one of its largest user bases, in 2020. When it comes to the amount of time that Germans spend on social media, however, they rake quite low in comparison to other countries. Brazil topped the list with the average respondents spending almost four hours on social media each day, whilst in Germany, this figure was just one hour and 33 minutes. Currently, in Germany there are almost 56 million people who use social media, according to preliminary figures, however, by 2028, this figure is expected to grow by over 11 million. It seems clear that social media is here to stay.

As of March 2024, TikTok commanded almost 30 hours of engagement per month from UK users aged between 15 and 24 years. In comparison, the average time spent across all age demographics in the UK was of approximately 14 hours per month. Users aged between 25 and 34 years spent approximately 17 hours monthly engaging with the popular social video app TikTok.

As of the third quarter of 2020, a quarter of UK internet users aged 15 to 25 years were using short-form video sharing app TikTok. By comparison, just nine percent of those aged 26 to 35 years were using the app.

YouTube boasts an average of 23.7 hours per month spent by users.

As of June 2023, Gen Z, or those between the ages of 19 and 25 years old, made up the majority of the TikTok user base in Singapore, with 33.32 percent. This was followed by Millennials between the ages of 26 and 32 years, comprising around 28.65 percent of TikTok users.

TikTok usage in Singapore

Introduced in 2018 in Singapore, TikTok has rapidly grown to become one of the country's most widely used social media platforms. As of June 2023, it was the most downloaded app in the city-state, recording 782.33 thousand downloads. This rise was also reflected in user engagement, as Singaporean users spent a monthly average of 20.18 hours on TikTok in 2022. It enabled TikTok to reach a monthly revenue of 1.11 million U.S. dollars in December 2022. The platform's rapid development has made it a major hub for the younger generation and is shaping digital trends in the country.

The rise of TikTok Shop 

TikTok is no longer just a video-sharing platform; it has expanded its functionality to become a social commerce hub. TikTok Shop was launched in Singapore in August 2022. The marketplace is integrated into the TikTok platform, enabling consumers and creators to connect and engage directly with brands and sellers. In the city-state, where e-commerce holds a major position, this new feature is in line with the trend towards social commerce. Indeed, in February 2023, 27 percent of people surveyed in the country replied that they regularly made purchases on social media. Among them, 30 percent used TikTok for their purchases.

56.5% of Facebook users worldwide are male. This is in direct contrast to only 43.5% of Facebook being female.

Twitter user statistics show a varying degree of how often users login to the platform. Here’s what it looks like.

Social media addiction statistics show that over 210 million people worldwide suffer from social media addiction.

As of June 2023, the Gen Z or those between the ages of 19 to 25 years old, made up the majority of TikTok user base in Malaysia, with 35.61 percent. This was followed by the Millennials between the ages of 26 to 32 years, comprising around 29 percent of TikTok users.

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group. Instagram users With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each. Instagram features One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature. As of the second quarter of 2021, Snapchat had 293 million daily active users.

Global visitors to sephora.com in April 2024 were most likely to be between the ages of 25 and 34. This age group accounted for over a third of website visitors. The second-most popular age group on sephora.com were 35 to 44-year-olds, who accounted for around 18 percent of traffic to the website. Sephora's journey to global recognition Sephora is a giant of cosmetic and beauty products, and in 2023, it was able to achieve the highest revenue among online beauty stores, surpassing big names such as Ulta and Shiseido. The brand was first launched in 1970 and went online for the first time in 1999 in the United States. This was an important milestone for the brand, as it helped Sephora expand its reach beyond its physical locations and begin to build its presence in e-commerce, which was just starting to take off at the time. The Sephora shopper There are other metrics that are known about the typical Sephora shopper in the U.S., aside from the age groups that visit Sephora.com the most. Recent research shows that Sephora customers make on average 98,400 U.S. dollars per year. This is slightly less than Ulta shoppers at 101,200 USD, but more than Target shoppers at 93,000 USD. Sephora.com visitors are also mostly female, with women accounting for a whopping four-fifths of all visits. Regarding Sephora shoppers' social media use for beauty inspiration, TikTok is where they like to scroll. In 2023, around 61 percent of Sephora shoppers said they mostly used TikTok to find information about beauty products, brands, and techniques.

In 2021, almost 30 percent of TikTok influencers' audiences in the United Kingdom were women aged between 18 and 24 years. The second largest TikTok demographic was women aged 13 to 17. In comparison, male users on the platform represented 33.5 of TikTok's user base, with around 11 percent of men engaging with the popular social video app aged between 25 and 34 years.