According to the latest App Annie research, users now spend more time on TikTok than on Facebook, and US residents spend more time on mobile devices than watching TV.
The data of the analytical agency is not as reliable as, for example, official information from the Internet companies themselves. But still, according to the available data, one can get an idea of the state of affairs in the market.
The total time people spend with their mobile devices has been expected to increase in the past year.
On average, in the second half of 2020, Americans watched 3.7 hours of TV a day, and spent 4 hours on mobile devices, ”which, according to the study authors, is important from a marketing point of view.
In the past year, people spent more time on TikTok than on Facebook.
Although Facebook, as a company, still leads the way in terms of total time spent, Instagram, Messenger and WhatsApp round out the top 5 popular apps. But TikTok’s remarkable growth cannot be overlooked.
TikTok is growing faster than any other app in terms of average monthly usage per person: 70% in the US and 80% in the UK. This is more than Facebook.
The number of active TikTok users is projected to reach 1.2 billion in 2021.
TikTok’s meteoric rise is especially surprising in light of Facebook’s dominance, which, in particular, has managed to stifle Snapchat’s surge through the introduction of the Stories format. But TikTok has grown stronger despite blockages, lawsuits, and investigations.
The App Annie report also reveals that users are spending more time streaming and video.
Last year, people watched streaming video on mobile devices 40% more than a year earlier. While this trend can be attributed to a pandemic, it is likely to be sustained.
YouTube was the main video platform last year and has 6x the watch time per user compared to its closest competitor, Netflix.
Of course, direct comparison is inappropriate, since YouTube is less of a streaming platform.
App Annie also celebrates the development of e-commerce, from which one can draw far-reaching conclusions that the way of consumption has changed. People are used to buying more online, and this consumer habit is likely to stay with us for a long time, which may be in the hands of Instagram and Pinterest. Over the year, downloads of these applications grew by 50% and 20%, respectively. Both platforms have the potential to evolve towards eCommerce.
The authors of the study also noticed that in the US, Generation Z is more active than others using Snapchat, and in the UK – Twitch.
Previously, Instagram began testing an option to hide the likes counter, and YouTube introduced a new hashtag search.