Beyond the chart: China is absent from this ranking as its social users are on TikTok’s sister app, Douyin. This year, Douyin’s penetration among social users in China will be 77.4%, far higher than TikTok’s penetration in any country, per our forecast.
Douyin is also a retail powerhouse in China, but TikTok users in the US have been slower to adopt social commerce. If their parent company, ByteDance, can get US users to buy into social commerce as those in China have, its retail footprint would be massive.
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Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; company releases; historical trends; and country-specific demographic and socioeconomic factors.