While other platforms are seeing declines in time spent, TikTok is growing. US adults will spend 18.6% of their social media time on TikTok in 2024, growing massively from 2019’s 4.5%. That ties TikTok with Instagram and narrows the gap with leader Facebook.

Among US users, TikTok will beat YouTube this year for time spent per day—and all other social platforms along the way.

Some 50% of US Gen Zers and 38% of adults overall buy via social media. Twelve percent of Gen Zers and millennials have made a purchase on TikTok. That’s behind leaders Facebook and Instagram, but TikTok’s social buyers will grow in the next few years.

TikTok will be used by 23.1% of US social commerce buyers this year, overtaking Pinterest. Facebook is still on top, but much of that buying is taking place via Facebook Marketplace.

Among US consumers, 11% start their shopping journey on TikTok, and the app is improving search functionality to reinforce that behavior. Brands without a successful TikTok presence are losing out on those shoppers.

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