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10 TikTok Statistics You Need to Know in 2023 [INFOGRAPHIC]

 By Andrea M. 
Last Updated on: January 16, 2023

In 2022 the use of social media platforms is higher than ever. On average, Internet users spend two hours and 35 minutes on social media; however, not all platforms enjoy equal preference. Although many still choose Instagram as their favorite channel to connect with their customers, the truth is that TikTok is gaining audiences' attention. 

An internal Meta report called Creators x Reels State of the Union 2022 revealed that Instagram users only spend 17.6 million hours a day consuming content in this format despite the company's efforts to boost reels on its platform. Meanwhile, TikTok users spend 197.8 million hours on the app. So do you still have any doubt that TikTok is the app of the moment? If you need more reasons, here are ten vital TikTok statistics you need to know in 2023.ย 


๐Ÿ’ก TikTok Statistics โ€” Highlights

  •  The potential reach of advertising content on TikTok is 1.02 billion users
  •  The average time each user spends monthly on TikTok is 23.6 hours
  •  78.8% of TikTok users use the platform for entertainment and fun content
  •  The average TikTok user opens the application between 8 and 19 times daily
  •  TikTok is the favorite social network of 11.1 % of female Internet users aged 16 to 24
  •  TikTok was the most downloaded app in the App Store during Q2 2022, surpassing 60 million downloads
  •  40% of Generation Z prefers to turn to TikTok or Instagram rather than Google for location recommendations
  •  39% of Generation Z consumers say TikTok directly influences their purchasing decisions
  •  74% of the purchases made by TikTok users motivated by the application are for personal care products
  •  26% of adults under 30 in the US use TikTok to learn about world news

1. The potential reach of advertising content on TikTok is 1.02 billion users

Part of the superior engagement that TikTok has over other platforms more used by users and marketers, such as Instagram, is how TikTok's algorithm works. Thousands of users highlight its accuracy in targeting a better-segmented audience willing to consume the content created for a more extended time. 

While the potential reach of advertising content on this platform is 1.02 billion users, according to DataReport (that's 42 million fewer than Instagram), it's not an insufficient number considering that TikTok is the third social media platform with the most users in the world (1.023 billion by July 2022). It ranks only below WeChat (1,288 billion users) and Instagram (1,440 billion).

10 TikTok Statistics You Need to Know in 2023 1 min

2. The average time each user spends monthly on TikTok is 23.6 hours

Although DataReport's annual study states that until 2021 TikTok was the fifth favorite social media app in the world with 5.4% of users positioning it as the best social media platform, the truth is that in terms of engagement, TikTok is the leading app. 

The statistics portal DATA.AI analyzed the monthly time social media users spent on the platforms by Q1 of 2022 and concluded that TikTok takes the most hours, with 23.6 hours. That means 95 minutes a day. The ByteDance app is followed by YouTube with 23.2 hours per month and in third place by Facebook with an engagement of 19.4 hours per month.

10 TikTok Statistics You Need to Know in 2023 2 min

3. 78.8% of TikTok users use the platform for entertainment and fun content

It is enough to look at the posts and content creators that sweep the likes and views on TikTok to determine the platform users' preferences.

According to Hootsuite's annual social media usage report measurements, fun and entertainment-related content get the most attention from TikTok users.

That 78.8% engagement rate achieved by that type of content on TikTok would explain why in June of 2022, comedian Khaby Lame's account (151.6M followers) became the most followed on that platform.

10 TikTok Statistics You Need to Know in 2023 3 min

4. The average TikTok user opens the application between 8 and 19 times daily

If you're wondering how many opportunities you have to grab a user's attention daily with different content, according to various statistics from specialized marketing portals, by October 2022, the average number of times a user logs into TikTok in a day is between 8 and 19 times. 

Add to this the fact that a user spends, on average, one hour and 35 minutes on the application daily. That results in a broader landscape of content possibilities where you can be more creative. So if you open a commercial TikTok account, remember to keep up with the trends (even if you're not necessarily going to use them all).

10 TikTok Statistics You Need to Know in 2023 4 min

5. TikTok is the favorite social network of 11.1 % of female Internet users aged 16 to 24

If you're wondering whether or not it's worth creating content for TikTok, ask yourself if it's worth starting to engage young audiences.

As of November 2022, TikTok is one of the top 10 most searched domains worldwide on the Internet, according to Cloudflare's radar, which means the app is establishing itself as a site where audiences find information on a topic of interest and expressly educate themselves about it. 

Leveraging that usage to create more educational and helpful content for your audiences can be a good marketing strategy since 38% of people use the app to search for information and reviews. 

Remember that 11.1% of those who prefer TikTok over other social media apps are female and that the favoritism of young male users between the ages of 16 and 24 only reaches 6.2%.

10 TikTok Statistics You Need to Know in 2023 5 min

6. TikTok was the most downloaded app in the App Store during Q2 2022, surpassing 60 million downloads

TikTok had already experienced the highest year-over-year growth when 2021 resulted in a 142% increase; however, if you thought the growth trend would stop there, you're wrong.

According to Sensor Tower, from April 1 to June 30, 2022, TikTok remained the lead as the most downloaded app in Apple's App Store, with more than 60 million downloads in that period. 

TikTok downloads on Android are close behind, as it is the third most downloaded app on Google Play behind Facebook and Instagram.

10 TikTok Statistics You Need to Know in 2023 6 min

7. 40% of Generation Z prefers to turn to TikTok or Instagram rather than Google for location recommendations

Google VP Prabhakar Raghavan gave the above statistic at a conference he attended in July 2022. Concern over the ever-widening adoption of TikTok as a search engine has prompted the Alphabet giant to update its search engine to incorporate images and videos. 

This is not the first time TikTok has set a trend, remember the millionaire bet Meta has made on Instagram Reels to compete against TikTok.

10 TikTok Statistics You Need to Know in 2023 7 min

8. 39% of Generation Z consumers say TikTok directly influences their purchasing decisions

Serving as a search engine is one thing, but being a platform that facilitates calls to action is another. Isn't that what all brands are looking for, after all?

According to data from the Sprout Social portal, not only is TikTok a creator-friendly tool (66% of creators find it easy to edit their videos), but also the other comments and videos from different users can reinforce or overturn the opinion about a brand. 

Data published by Marketing Charts shows that the three most effective ways to get someone to buy a product are by recommendation from family or friends, imitation, and thanks to content on TikTok.

10 TikTok Statistics You Need to Know in 2023 8 min

9. 74% of the purchases made by TikTok users motivated by the application are for personal care products

It has been a while since TikTok stopped being the app limited to showing videos of funny dances or acting and lip sync routines. Instead, today TikTok represents a platform to engage users with the topics that interest them to the point that the app has become the third most crucial product validator on the Internet.

Regarding the purchases that are motivated thanks to the platform, the Marketing Charts study revealed that, by May of 2021, 74% of purchases were related to personal care products, 71% to clothing and accessories, and 63% to beauty products. Do you have a brand oriented to women's products? TikTok could be your platform.

10 TikTok Statistics You Need to Know in 2023 9 min

10. 26% of adults under 30 in the US use TikTok to learn about world news

Besides exercise routines, skincare, or hacks on your favorite topics, TikTok is also capturing the attention of those who use the Internet for information. According to a survey made by Pew Research Center, while the percentage of users going to Facebook plummeted by 44%, the use of TikTok for news searches has tripled since 2020.

That implies an issue of responsibility regarding the integrity of the information shared, as the speed at which TikTok content is shared can also accelerate the spread of fake news. 

Creating news or informative content about your industry could be interesting for the 26% of young adults who, at least in the US, use TikTok to stay informed.

10 TikTok Statistics You Need to Know in 2023 10 min

Quick summary:

  •  The potential reach of advertising content on TikTok is 1.02 billion users
  •  The average time each user spends monthly on TikTok is 23.6 hours
  •  78.8% of TikTok users use the platform for entertainment and fun content
  •  The average TikTok user opens the application between 8 and 19 times daily
  •  TikTok is the favorite social network of 11.1 % of female Internet users aged 16 to 24
  •  TikTok was the most downloaded app in the App Store during Q2 2022, surpassing 60 million downloads
  •  40% of Generation Z prefers to turn to TikTok or Instagram rather than Google for location recommendations
  •  39% of Generation Z consumers say TikTok directly influences their purchasing decisions
  •  74% of the purchases made by TikTok users motivated by the application are for personal care products
  •  26% of adults under 30 in the US use TikTok to learn about world news
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