Social media content consumption habits have changed with confinement, and TikTok is no exception. However, it is notable that a significant 73% of respondents have stated that they spend between 1 and 5 hours a day connected to the application, followed by those who use it more than 5 hours a day (19.9%), and only 7.1% declare that they spend less than an hour a day on the social network.
It is not surprising that during the pandemic, the canada business email database penetration of TikTok use has increased: 37.7% of respondents started using the social network between 6 months and a year ago , and 19% less than 6 months ago.
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86.5% of respondents said they have used the platform more since the start of lockdown, and 34.6% say they have tripled the amount of time they spend using TikTok since then.
Regarding the content published, 30.5% of TikTokers said they post at least once a day, followed by 21.1% who post 2 to 3 times a day, and 13.5% who post more than 5 times a day.