We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.
The averagetime spent per day with mobile was 2:05—a full hour less than the 3:05 spent each day with desktops/laptops and tablets, and also less than time with broadcast TV (2:16). Web users continue to resist the appeal of some newer digital devices, partly because of data privacy and security concerns.
As in 2019, the combined time spent on PCs, smartphones, and tablets exceeded 10 hours per day. Mobile claimed the larger share, at 5 hours, 30 minutes (5:30), while PCs and tablets clocked an average 4:38 each day.
The averagetime spent with social media was 3 hours, 19 minutes (3:19) per day. These figures were among the highest GlobalWebIndex recorded globally. But several factors should be kept in mind here. First, survey respondents were overwhelmingly young, and most were city dwellers.