TikTok has surely become an addiction for most Gen Zs – most TikTok users are aged 18–24. According to the latest forecast, they spend 79 minutes a day on average on TikTok. It might not be surprising as everybody is aware of Gen Z’s current TikTok addiction. However, another revelation is that millennials and Gen X have started investing their time in watching TikTok videos as well.
According to Insider Intelligence’s forecast regarding the time people aged 25–54 spend on social media platforms, Gen X and millennials spend more than 45 minutes on the TikTok app. It is far more than the time they spend on other social media platforms.
The stats have left TikTok competitors in a state of shock. It shows that Gen Z (people aged 18–24) spend 1 hour and 19 minutes on average on the app. Largely, millennials (people aged 25–34) spend 52 minutes on TiktTk, while they spend 25 minutes, 32 minutes, and 30 minutes on Facebook, Instagram, and Snapchat, respectively. People aged 35–44 spend 48 minutes on average on TikTok, while the time they spend on Facebook, Instagram, and Snapchat is 28 minutes, 25 minutes, and 24 minutes, respectively. The people in the age group 45–54 spend 46 minutes watching videos on TikTok. At the same time, they spend 33 minutes on Facebook, 24 minutes on Instagram, and 24 minutes on Snapchat.
Older adults aged 55–64 spend 37 minutes on Tiktok, which is again more than the time they spend on other social media platforms, while people aged over 65 spend 29 minutes on TikTok. The stats show that not only Gen Z but millennials and Gen X are also addicted to TikTok. The time they spend using the app shows the level of interest they have developed in TikTok videos.
There are three reasons why time spent by millennials and Gen Z on TikTok is important.
Millennials and Gen X Are Sweet Spots for Advertisers
Gen Z doesn’t have the spending power millennials and Gen X have. On average, the post-tax income of millennials is $84,563, while that of Gen X is $102,512. This stats is based on the 2021 data from the US Bureau of Labor Statistics. On the other hand, the average post-tax income of Gen Z is only $42,335.
Time Spent on TV Is Significantly Decreasing
The time people tend to spend on TV is falling every year. This year, there has been a 6.4% decrease in the time spent on TV by users. However, the major reason for the decline is users aged 25–34 and 35–44. Individuals aged 25–34 showed an 8% decline in their time spent on TV, while those aged 35–44 showed an 8.7% decrease in the average time spent on TV. It is important because TikTok plays a vital role in this downturn.
The Stickiness of TikTok Helps It Get A Competitive Edge Against Other Social Media Platforms
Other social media platforms (i.e., Facebook, Instagram, and Snapchat) have more users than TikTok. For instance, Facebook has twice as many users aged 25–54 as TikTok. However, when it comes to the time users spend on apps, no other social media platforms can beat TikTok. So, TikTok stays ahead of other platforms despite their larger audiences. It gives advertisers and marketers of TikTok a golden chance to reach millennials and Gen X through the content and ads they generate for brands.
