Brits spend more time on TikTok than any other country in the world, new research has revealed.

According to the 2024 Digital 2024: The United Kingdom report,  Brits spend 49 hours and 29 minutes on the platform’s Android app each month.

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The report also shows that the social media giant tops the charts when it comes to mobile apps ranked by consumer spending, followed by Tinder and Disney+ in second and third place, respectively.

Multiple platforms, including Facebook, Instagram, TikTok, LinkedIn and Snapchat grew their advertising reach year-on-year, the data revealed, with Pinterest adding 5.9 million people to its potential ad audience, reporting a growth of 77.9% compared to the same period last year.

Other findings included a 15.7% rise in influencer marketing to £820 million, alongside digital accounting for 79.7% of total UK ad spend last year, with £34.7 billion spent.

We are Social, UK CEO, Jim Coleman, said: “It’s no surprise to see TikTok as the most used app in the UK but it’s also evolving – the time spent on this platform reflects a growing trend of social media as entertainment.

“For marketers, it’s important to be on top of these continuous shifts in the way that people are spending time online and adapt their approach to the type of content they create – the significant growth in smartphone gamers, for example, represents an opportunity to connect with people in different ways.”

Coleman added: “We also need to ensure we’re not complacent when it comes to representation in our work. Advertising should not only reflect the demographic of the people it’s looking to reach – the work should be culturally appropriate too.”