Spanish minors spent an average of 28,800 minutes on TikTok over the past year, a figure that doubles the average time spent on the two apps that until recently captured the majority of kids’ attention, YouTube and WhatsApp. The media dedicated to the Chinese platform far exceeds even that of other popular social networks among the youngest, such as Instagram, Snapchat, Facebook or Twitter.
Instagram stole popularity from Facebook and now it’s TikTok that has taken Instagram’s crown, as evidenced by data collected by Qustodio’s parental control platform. The company specializing in digital wellness solutions collects other relevant data in its report ‘From change to adaptation: living and learning in a digital world’: the average daily use time of Instagram is 54 minutes, that of Twitter of 11 minutes; TikTok shoots up to 80 minutes. An abysmal difference.
Instagram on the decline
The average time of use of TikTok in minors doubles that of other social networks
Instagram stole popularity from Facebook and now it is TikTok who took the crown from Instagram
The commitment to the instantaneity and dynamism of this vertical platform for viewing short videos is a formula for success. TikTok landed in Spain in early 2019, but didn’t explode until delivery and the health crisis of 2020. Average app usage then went from an average of 31 minutes per day (year 2019) to 65 minutes per day in 2020. In 2021, the average daily usage increased to 80 minutes. This spectacular boom doesn’t just happen in Spain. According to data from Qustodio, in the US and UK TikTok is also at the top of the list of social networks.
read also
In these countries, in fact, the data on the daily consumption of TikTok minors are even higher. In the US, the average playing time is 99 minutes and in the UK it is 97. Last year, the Roblox video game alone captured a higher percentage of attention among minors, reaching an average of 145 minutes per day.
TikTok continues to grow thanks to its short vertical video format and its instantaneousness
The Qustodio report reflects that it is also the most blocked platform in the world. TikTok recently raised the minimum age for live broadcasts from 16 to 18, in order to preserve the safety of children. The maximum length of videos has recently been increased, which can now be up to 10 minutes. But despite the addiction warnings and usage limitation recommendations, this platform continues to grow.
TikTok recently raised its minimum age for live broadcasts from 16 to 18.
Although the platform is starting to target a more adult audience, its success continues to reside in children, which would explain why the two tiktokers with the most followers in Spain, Benji Krol and Naim Darrechi, are no older than 21. . Eduardo Cruz, managing director of Qustodio, says that “it is important for families to be aware of the time their children spend on social networks, to avoid dangerous behavior that leads to addiction and addiction”.
