UKOM: 54% of the UK population now uses TikTok each month

The latest data from UKOM, the UK’s online measuring body, shows that 54% of the UK population now uses TikTok every month, up 1.6m from 51% in March 2024. Growth in the app’s use is now highest among 45–54-year-olds (up 15%). The findings also show that mobile apps outperformed other brands when it came to user growth thanks to EURO 2024 and the UK General Election, with ITVX being the adding the most (+2 million visitors). 

Key insights from June 2024’s report also include: 

• The average time spent online per day by device was 4hrs 29 minutes across devices. Smartphone use was high among all age groups, but older audiences were more likely to use a tablet and 35-44 bracket was the least likely to use a PC or laptop 

• Social media brands dominate the top 10 for total minutes spent online per day, the top five being: YouTube, Facebook/Messenger, Google, TikTok and Instagram 

• The online audience for sports was up by 8% compared to March as an additional 3.7m people sought out football content online. The UEFA website (+4.1m) was the biggest driver of growth. Overall, 48% of the UK online population visited apps or websites within the football category, 18% more than in March 

• The online audience for politics grew by 3.5m in the run up to the General Election. Online websites including ‘WhocanIvotefor?’, ReformUK, Labour and the Electoral Commission all featured in the top 20 growth brands for June 

• Music events and ticketing brands also attracted audiences in June. 1.6m people visited the Glastonbury Festival website but Ticketmaster, Viagogo, AXS and StubHub also performed well – most likely a result of Taylor Swift’s UK visit 

You can download the full report here.