TikTok leads time spent on social for most US adults

Key stat: US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.

Beyond the chart:

• Next year, Gen Z adults ages 18-24 will spend an average of 77 minutes per day on the platform, per our forecast. This is approaching the demographic’s time spent with linear TV (86 minutes a day).
• However, time spent on TikTok by US adults ages 18 to 24 is growing slower than any other generation, possibly because an increasing ad load is driving users’ elsewhere, according to our Social Time Spent by Generation 2024 report.
• Older users may buoy TikTok in the years ahead as the platform grows from a younger person's app to appeal to a broader audience. For example, adults 55-64 will increase their time spent on TikTok by 6.3% in 2025 to reach an average of 39 minutes a day on the platform, per our forecast.

Use this chart:

• Illustrate TikTok’s dominance among social users.
• Adjust social media strategies.

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