Daily TikTok Usage Dips To 51 Minutes – Why?

TikTok has seen a slight decline in daily usage and a shift in its user demographics, according to data from eMarketer and YouGov, reported by AdWeek. The average daily time spent on TikTok decreased from 52 minutes to 51 minutes, and the number of weekly users aged 18-24 dropped from 35% in 2022 to 25% in 2024. Conversely, users aged 35-44 increased from 16% to 19%. TikTok CEO Shou Zi Chew noted that the average age of a U.S. user is now over 30. Despite these changes, TikTok’s ad revenue has grown, with ad spending reaching over $1.5 billion from January to May 2024, although the growth rate has slowed since the announcement of a potential U.S. ban.