New data from our Total Video Project found that TikTok had the greatest year-on-year uplift in weekly users amongst key social networks for Australians aged 18 to 69 – up 131% in December 2020, compared to December 2019. LinkedIn (+57%) and Instagram (+26%) also had notable year-on-year increases for claimed weekly usage in the survey.
The study was conducted with a representative sample of 614 Australians aged 18 to 69, finding that 8% of those surveyed claimed to have used TikTok in the past week in December 2020, up 131% on the same period of 2019.
As expected, usage for TikTok remained younger skewed, with half (54%) of all surveyed users aged 18 to 34, however we saw greater increases in uptake for older generations. That is, there was a +53% increase in claimed weekly TikTok users for 18 to 34s, while usage for 35 to 69s increased more than four times by +333%!
While the increases in TikTok usage are impressive, it’s important to put it in context with other social networks. Facebook, Instagram, Twitter and Snapchat all had higher weekly usage than TikTok in our survey, including for the younger 18 to 34 age group. We also didn’t survey under 18s, which are reported to make up a large share of TikTok users, though we would argue they represent a much lower share of marketing investment, and widespread uptake amongst adults will be key to their success in the year ahead.
For more information about the Total Video Consumption report, please contact us at hello@totalvideo.co.