20240420 Cross-border Morning post

According to emarketer, adults aged 18-54 in the US spend more time on TikTok than any other popular social platform.

Specifically, 18-24 year olds spend an average of 76 minutes a day on TikTok; Those aged 25-34 spend an average of 50 minutes a day; Those aged 35-44 and 45-54 spend an average of 47 minutes and 45 minutes a day, respectively.

By 2025, Gen Z adults aged 18-24 are expected to spend an average of 77 minutes per day on TikTok, which is close to the amount of time they spend watching linear TV per day (86 minutes).

However, according to data from the 2024 Social Time Report, the growth rate of time spent on TikTok among US adults aged 18-24 has slowed compared to other age groups, which may be due to increased AD load driving users to other platforms.

However, as TikTok evolves from an app that primarily appeals to young people to a platform for a broader audience, older users are expected to become an important support in the coming years. For example, adults aged 55-64 are predicted to increase their time on TikTok by 6.3% in 2025, reaching an average of 39 minutes per day.