13 TikTok Statistics Marketers Need To Know: TikTok Demographics & Key Data

tiktok statistics

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The Most Important TikTok Statistics

Remember Musical.ly? How about Vine? It’s hard to keep up with the constantly changing social media landscape as some apps excel, others merge, and even more die out. As non-members of the Gen Z and Millennial generations, it’s even harder to keep it all straight.

If you do remember Musical.ly, you may recall that in August 2018, it rebranded as TikTok after being acquired by Chinese company ByteDance the year before. And Vine? That app suffered a slow death, causing users to feel the dejection of media abandonment. But TikTok has stirred up a revival of short video clips—only now, it’s even more interactive, collaborative, and downright addictive.

tiktok statistics

TikTok has surged in popularity, surpassing the likes of Facebook, Instagram, YouTube, and Snapchat in monthly App Store installs and Q4 2018 worldwide downloads. While the app doesn’t appear to differ much from other looping, short-form video-sharing apps, TikTok has enticed and captivated consumers with a proclivity for binge-watching video content.

Don’t believe us? Download the app yourself and try not to fall down a rabbit hole of lip-syncs, challenges, dances, comedies, skits, and potentially cringe-worthy content.

In addition, brands are capitalizing on the app’s remarkable success to launch influencer marketing campaigns with top TikTok creators. As TikTok expands into the influencer marketing arena, marketers ought to know the 13 TikTok statistics shaping the world’s hottest app:

  1. TikTok was downloaded more than 660M times in 2018.
  2. TikTok is more popular on Android than iOS.
  3. More than 500 million people globally use TikTok monthly
  4. 26.5 million of the 500 million monthly active users are from the U.S.
  5. TikTok’s user base is largely based in India at 43% of all users.
  6. 66% of users are younger than 30-years-old.
  7. Users typically spend around 52 minutes per day on the app.
  8. 80% of TikTok’s sessions are on Android devices.
  9. In-app purchases increased by 275% year-over-year.
  10. 29% of monthly users open TikTok every day.
  11. The #RaindropChallenge has over 685.7 million views on TikTok.
  12. Jimmy Fallon’s #TumbleweedChallege created 8,000 videos with over 9 million views in seven days.
  13. There are more than 5 million #InMyFeelings challenge videos on TikTok compared to 1.7 million on Instagram.

Top 13 TikTok Stats: Demographics, Statistics, & Facts

Coming off remarkable success in 2018, the 2019 TikTok statistics show promising signs of continued growth. To help marketers stay ahead of the trend, check out the most important TikTok stats:

1. TikTok Generated More Than 660M Downloads In 2018

tiktok statistics

TikTok was downloaded 660 million times in 2018, making it the most popular app on Apple’s App Store for the whole year and fourth most popular on Google Play. In October, it was the most downloaded app on both Apple and Google’s stores, outperforming YouTube, Facebook, and Instagram worldwide.

Since ByteDance acquired Musical.ly back in August to turn it into TikTok, U.S. downloads have been up 25%, slightly higher than the increase of 20% globally. Recent reports indicate that the app still has plenty in its legs, with claims that it has passed the 1 billion download mark—that’s not even including Android downloads in China. There are no signs of slowing yet.

2. TikTok Popularity Is Higher On Android Than On iOS

tiktok statistics

TikTok seems to be right at home on Android devices, with many times the number of downloads seen on Apple devices throughout 2018. In the U.S., Google Play downloads increased by 70% between Q3 and Q4, with TikTok ranked as the leading app in the Google Play Store towards the end of last year.

Though downloads on Google Play measure almost triple that of downloads from the App Store, Apple’s historically lucrative platform continues to significantly outperform Google’s—revenue on the App Store was nearly double that of its rival.

3. TikTok Has More Than 500 Million Monthly Active Users Globally

tiktok statistics

TikTok has amassed 500 million monthly active users, more than double the number of people who used Vine at its peak (200 million), TikTok’s closest (now-defunct) social media relative. For comparison, Instagram took six years from its launch to reach the same figure and added 100 million new users between June and December 2018—TikTok pulled in 75 million users in December 2018 alone.

It ranks in the top 10 of apps worldwide for active users and brought millions more into the fold after its merger with Musical.ly. Safe to say TikTok is not suffering a user base malaise as other social networks are.

4. There Are 26.5 Million Monthly Active Users (MUAs) On TikTok In The U.S.

tiktok statistics

With former Musical.ly users and TikTok users now all united under one umbrella, TikTok boasts 26.5 million monthly active users in the U.S. with nearly 40 million downloads since November. The U.S. makes up only about 5% TikTok’s user base—the 500 million total TikTok user count is larger than the U.S., Canada, and Mexico’s populations combined.

It’s surging popularity in the U.S. market is hugely encouraging for developer ByteDance—concerns that other apps, such as Facebook’s copycat Lasso, would steal away their audience have been quashed. For contrast, U.S. downloads for Lasso in January were 15,000 while TikTok netted 6.4 million new users.

5. 43% Of TikTok’s New Users Are From India

TikTok’s expansion into worldwide markets has been met with receptive audiences in 2018. In India alone, the app has been downloaded 240 million times, while the U.S. has added 200 million downloads (including Musical.ly). To date, a quarter of TikTok’s downloads and more than 40% of new users have come from India. ByteDance has made the app available in 150 markets and in 75 languages as part of its overseas push.

6. Two-Thirds Of TikTok Users Are Under 30 Years-Old

The majority of TikTok’s users are young social media users; 66% of worldwide users are under the age of 30. In the U.S., 60% of the app’s monthly active users are 16 to 24 year-olds and 52% are iPhone users.

With the revenue generated on the App Store and TikTok’s popularity in the U.S. Apple market, marketers will be keeping an eye on the opportunity to take advantage of ByteDance’s recent efforts to exhibit the TikTok brand to potential agencies.

7. Users Spend An Average Of 52 Minutes A Day On TikTok

At an average of 52 minutes spent on the app per day, TikTok ranks pretty high among social media platforms. As of June 2018, U.S. Android users spend 53 minutes on Instagram, 58 minutes on Facebook, and 49.5 minutes on Snapchat.

tiktok statistics

ByteDance has stated that U.S. users open the app eight times a day and individual sessions on the app are the longest at 4.9 minutes—Facebook (4.7 minutes), Instagram (3.1 minutes), and Snapchat (1.6 minutes) all rank lower.

8. About 80% Of TikTok’s Sessions Are By Android Users

The vast majority of TikTok use is experienced through Android devices globally with 80% of TikTok sessions occurring on Androids. With 88% of all smartphones sold to consumers running Android operating systems, it’s no shock that it wins out in terms of overall use.

iOS does enjoy larger market shares in many wealthy Western markets with the U.S. accounting for 42% of all TikTok’s revenue outside of China.

9. User Spending On In-App Purchases Jumped 275% YoY To $3.5 Million

Users on TikTok primarily spend money on the app through buying coins which they can use to send emojis to other users on livestreams. Between October 2017 and October 2018, in-app purchases on TikTok increased by 275% to $3.5 million, significantly more than the average growth of in-app spending for the same period (36%).

In the U.S., October saw a 144% YoY increase in in-app purchases which contributed $1.5 million to the revenue, just a shade more than App Store users in China who spent $1.4 million. Gross revenue from in-app buys surged past $50 million in late 2018.

10. TikTok’s Average Engagement Rate Is 29%

TikTok’s engagement rate—determined as the percentage of monthly users who open the app every day—leaves much to be desired at a lowly 29%. In comparison to rival social media platforms, Facebook (96%), Instagram (95%), and Snapchat (95%) all perform significantly better.

tiktok statistics

Put simply, people log on to Facebook, Instagram, and Snapchat every day, while TikTok is comparatively struggling to persuade its army of new users to engage in its platform on a daily basis.

11. #RaindropChallenge Has Accumulated Nearly 700 Million Views

TikTok challenges form an integral part of its online community. Users encourage each other to partake in certain ‘challenges’ indicated by a hashtag.

Some of these challenges have had an enormous impact, such as the #RaindropChallenge, which features users using filters to appear as though they’re stopping a downpour of rain. The hashtag has had 692 million views so far and ranks as one of the best examples of the popularity of TikTok challenges.

12. #TumbleweedChallenge Amassed More Than 8,000 Videos & 9 Million Views On TikTok In One Week

One of the more interesting things to come out of TikTok’s surge late last year was a surprising brand partnership with Jimmy Fallon, whose promotion of the app culminated in the #TumbleweedChallenge. In the span of a week, 8,000 videos featuring the tag were produced and viewed 9 million times (the tag currently has nearly 27 million views).

13. About 3 Million More #InMyFeelings Videos Exist On TikTok Compared To Instagram

The propensity of TikTok’s user base to take on a video challenge is unmatched at present. #InMyFeelings, a popular challenge last year that surfaced predominantly on Instagram, became a hit on TikTok in its own right and racked up roughly 5 million videos compared to Instagram’s 1.7 million.

Statistics That Show TikTok's Insane Growth [Infographic]

tiktok users growth

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TikTok Users Are Growing At An Incredible Rate [INFOGRAPHIC]

Look out Facebook, Instagram, YouTube, and Snapchat. The new kid on the block, TikTok, is ascending into the spotlight at a near exponential growth rate. As the short-form video app takes the lead across several categories, including downloads, users, and time spent, marketers need to get ahead of the trend to take advantage of TikTok’s insane growth.

There are plenty of stats that demonstrate TikTok’s meteoric rise:

The data speaks for itself. In much less time than other leading social media apps, TikTok has shown promising signs of being the next go-to platform for advertisers. Many brands have already started sponsoring videos with TikTok’s top creators. Needless to say, TikTok is a force to be reckoned with. Check out our infographic that illustrates TikTok’s incredible growth. Continue reading “Statistics That Show TikTok’s Insane Growth [Infographic]”

Is Influencer Marketing Actually Effective? [Infographic]

influencer marketing effectiveness

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Influencer Marketing Effectiveness: Does Influencer Marketing Work?

Influencer marketing happiness abounds in 2019. At the close of 2018, we took the temperature of the influencer marketing industry across a community of marketers in our 2019 Influencer Marketing Survey. The results? Let’s just say influencer marketing is still hot and has hit a teenage growth spurt. This spells out a bright future for influencer marketing strategies heading into 2019 and beyond.

Below are key influencer marketing statistics that help point to how well influencer marketing works:

  • 80% of marketers find influencer marketing effective.
  • 71% of marketers rate the quality of customers and traffic from influencer marketing as better than other marketing sources.
  • 89% of marketers say influencer marketing ROI is as good or better than other marketing channels.
  • 65% of marketers plan to up their influencer marketing budgets in 2019.

Influencer Marketing Effectiveness Infographic
Continue reading “Is Influencer Marketing Actually Effective? [Infographic]”

Case Study: NYX Launches Halloween DC Comics Contest With Beauty Influencers [Infographic]

nyx influencers halloween campaign

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Instagram Marketing Case Study: NYX Influencers Are To Die For In Halloween Promotion With DC Comics & Warner Bros.

With Instagram being the biggest platform for social media influencers, it should come as no surprise that the largest brands in the world are looking to harness its potential and bring the best and brightest figures under their umbrella for online marketing campaigns.

With 35% of Americans looking for costume inspiration online and an estimated $9 billion projected to be spent this Halloween, brands like NYX Cosmetics are scrambling to procure effective influencer strategies to take full advantage of the demand.

Within the makeup and beauty industry, Halloween is a significant event for consumers, with Google search interest up 200% for DIY makeup tutorial videos around the period. An effective influencer campaign can mean brands can get a slice of the lucrative pie.

Continue reading “Case Study: NYX Launches Halloween DC Comics Contest With Beauty Influencers [Infographic]”

How Reality Stars On Instagram Make Millions [Infographic]


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Here’s How Top Reality Stars On Instagram Are Cashing In On Television Fame [Infographic]

The world’s fixation on breakout reality stars is resulting in lucrative brand sponsorship deals across Instagram. While reality stars translating their TV fame into off-screen money making opportunities isn’t a new phenomenon, the growth of social media, rise of its “influencers,” and ability to make a sizable income just off of Instagram has only recently become a reality. Instagram has provided a means for contestants on the Bachelor and other reality shows to translate their exposure from the show into a social media footprint and lasting exposure.

Just how much can top reality stars on Instagram earn? Our forecasts (detailed below) peg the median amount nearly $1 million a year. For an in-depth look at how top reality TV stars can feasibly make close to if not well over $1 million a year off of brand sponsored deals on Instagram, what percentage of their Instagram posts are sponsored, the brands working with reality TV stars, and much more, view our infographic and methodology below:

Continue reading “How Reality Stars On Instagram Make Millions [Infographic]”

The Mobile Gaming Industry: Statistics, Revenue, Demographics, More [Infographic]

Mobile Gaming Industry Market Size

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An Inside Look At The Massive $70 Billion Dollar Mobile Gaming Industry [INFOGRAPHIC]

UPDATE February 6, 2019 — The global gaming market is expected to exceed $180 billion in revenues in 2021, growing 30.6% from $137.9 billion in 2018. At $70.3 billion, the mobile gaming industry accounts for more than half of all global gaming revenue in 2018. Additionally, mobile gaming apps accounted for 76% of all app revenue, down from 82% in 2017 as non-gaming apps continue to improve monetization.

The growth of the mobile gaming industry has also given birth to emerging classes of gamers on top of driving up time spent and play frequency from previously existing demographics. Today, mobile games are becoming increasingly more popular among women and older consumers are playing more frequently than teens.

The Mobile Gaming Industry At A Glance: Top Grossing Games, Demographics, Time Spent On Mobile Games, More

Mobile devices are more advanced and accessible than ever before—today, 77% of Americans own a smartphone out of 3 billion smartphone users worldwide.

The rise of mobile technology has formed a perfect foundation for the mobile gaming industry’s success. A person can now fit a video game in their pocket and take it with them anywhere. Specific advancements like unlimited data plans, faster processing speeds, and higher quality graphics have also set the stage for more engaging gameplay than previously possible.

The success of the mobile gaming industry has not only attracted new audiences but also the attention of new game franchises, content creators, gaming influencers, and an influx of ad dollars from brands of all types seeking to reach a global gaming audience. In our mobile gaming industry infographic, we’ll explore the industry from top to bottom: its growth, size, customers, and more.

— — article continued below infographic — —

Mobile Gaming Industry Market Statistics Infographic

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The Mobile Gaming Industry Revenue & Growth Statistics 

The mobile gaming industry has proven it’s on track to increase market share, with the global industry projected to reach $106 billion by 2021. In 2012, the mobile gaming raked in $12.7 billion globally, meaning the industry will increase revenue by more than 730% over the course of nine years.

Mobile gaming is also projected to dominate all other sectors of gaming. By 2021, mobile gaming (which includes tablets) is expected to account for over half (59%) of the entire gaming market. Comparably, console games and boxed/downloaded PC games are expected to make up 22% and 19% of the global games market, respectively.

Comparing The Mobile Gaming Industry vs. Other Industries

The financial success of mobile gaming is also competitive with other industries and brands. For a bit of context, the global mobile gaming market generated $70.3 billion in revenue during 2018, nearly $30 billion more than the worldwide box office revenue of $41.7 billion.

Mobile gaming revenue also eclipsed the predicted U.S. spend of $19.6 billion on Valentine’s Day in 2018. Perhaps most shockingly, the mobile gaming industry generated about $13 billion more than Costa Rica’s 2018 GDP of $57.06 billion.

The Top Grossing Mobile Games In The U.S.

In the U.S., the former top grossing iPhone mobile gaming app Candy Crush Saga has been overtaken by Fortnite and Pokemon GO. As of December 2018, Pokemon GO generated $1.4 million in daily revenue, with Fortnite following closely at $1.3 million daily revenue.

candy crush top mobile gaming app

The original Candy Crush Saga was released in 2012 and now generates $1.1 million in daily revenue, or $403 million each year—down from $2.2 million daily revenue last year.

The game has since spun-off into Candy Crush Soda Saga (2014), Candy Crush Jelly Saga (2015), and Candy Crush Friends Saga (2018). Across the four Candy Crush mobile games, players worldwide spend $945 million, $443 million, $90 million, and $3 million, respectively. The easy-to-learn format of the Candy Crush mobile games and the fact that all games are free for download are two factors contributing to their broad appeal.

Additionally, the success of Candy Crush also aligns with the popularity of mobile gaming categories. A 2017 study investigating the popularity of ten mobile gaming categories found that 59% of mobile gamers play puzzle games like Candy Crush. The same study found strategy games to be the second most popular genre, which 38% of respondents reported playing.

golf clash top mobile gaming app

To generate revenue, Pokemon GO uses “sponsored locations” and players can buy in-game virtual goods. Fortnite offers players the chance to buy in-game currency and rewards with the purchase of a “battle pass.” Candy Crush, ROBLOX, and Toon Blast use a combination of display ads and in-app purchases. The top five grossing mobile gaming apps are all free for download, offer in-app purchases, and are available on iPhone and Android.

How Much Time Is Spent Playing Mobile Games?

As mobile technology advances and adoption continues, consumers are not only spending an increasing amount of time on social media but devoting more time to mobile gaming apps.

Of the 3 hours and 35 minutes that U.S. adults spend using a mobile device daily in 2018, 23 minutes (nearly 11%) are spent playing mobile games. According to the CDC, this amounts roughly to 2.7 hours of mobile gameplay a week, 5.8 days a year, and 1.3 years of the average person’s lifetime.

Though the average adult gamer already spends 23 minutes a day playing mobile games, the time heavy mobile gamers dedicate to mobile games is significantly larger. On average, heavy gamers spend more than 5 hours per week playing mobile games, with female gamers aged 38.6 accounting for 52% of heavy mobile gamers. This means avid mobile gamers could spend between 12-16 entire days per year devoted to playing mobile games.

The Growth Of U.S. Mobile Gamers

As of 2018, there are approximately 2.2 billion mobile gamers worldwide. The U.S. share of mobile gamers had previously been projected to reach 202.8 million in 2018—more than half of the country’s population.

In 2019, the U.S. mobile gaming population is expected to reach 209.5 million, exhibiting a year-over-year growth rate of 3%. Though the rate of mobile game adoption is expected to decrease slightly, the total number of U.S. mobile gamers is predicted to rise to 213 million by 2020.

Who’s Playing Mobile Gaming Apps?  

Mobile Gamers By Country

The world’s mobile gaming population is expected to rise from 2.2 billion in 2018 to over 2.7 billion by 2021. China is one of the countries where mobile gaming is most popular, with 459 million total mobile gamers—the equivalent to the U.S and Japan’s populations combined. In 2018, China’s mobile gaming market accounted for more than 25% of global revenue.

Mobile Gamers By Gender

Though one might expect teens to make up the largest subset of mobile gamers, mobile gaming use is dominated by middle-aged females. Today, 63% of mobile gamers are female and 37% are male. Additionally, of the female mobile gamers, 60% play a mobile game every day. Comparably, only 47% of male mobile gamers play a mobile game every day. Females are also more willing than males to pay for mobile games. As such, male gamers are considered 31% less valuable than female gamers.

Mobile Gamers By Age

In regards to age, the largest portion of mobile gamers are aged 55-years and older (23%) and the smallest portion is made up of 13-17-year-olds (8%). The second largest portion consists of 25-34-year-olds (21%).

Mobile Gaming Frequency

Across age and gender subsets, mobile gamers are extremely active, with 56% of mobile gamers reporting playing mobile games 10+ times a week. Still impressive, 19% of gamers report playing mobile games 6-9 times every week.

What Does The Mobile Gaming Industry Growth Mean For Marketers?

Mobile device ubiquity and mobile gaming’s dominance of the entire global gaming industry are two converging trends noted by marketers, brands, and advertisers. According to VentureBeat, brands realize the viability of advertising to mobile game app audiences in a variety of novel ways (e.g. playable brand ads, branded integrations, custom characters, or levels).

As the mobile gaming industry becomes increasingly competitive and saturated, several top gaming brands are turning to influencer marketing to drive downloads, reach, and awareness (with some companies apportioning the vast majority of advertising spend on social media influencers).

Growing mobile gaming audiences present advertisers with massive opportunity—understanding how to best reach these varied and distinct demographics will ultimately help advertisers craft a successful influencer marketing strategy.