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This article was first published Business Insider.
With one important measure, tick tock It did not grow in the final quarter of 2023. In the United States, it has actually reversed.
This is shocking for an app that has experienced rocket-like expansion since Chinese tech giant ByteDance launched it in 2016.
The question is why? Some people may want to delete the app.More likely: There’s no more time left in the day for people to watch. more TikTok videos. This is especially true for younger users who are entering the new busy phase known as adulthood.
The data is as follows.This graph is probably far more concerning for the company than any possible graph. US ban.
TikTok’s growth rate is slowing down
These numbers represent average daily user (DAU) growth rates for some of the world’s most popular social media services. This is according to a quarterly review conducted by Evercore ISI analysts utilizing Sensor Tower data.
After crushing the competition from 2020 to the first half of 2022, TikTok’s DAU growth rate collapsed. In the fourth quarter of 2023, video services will expand to his Snapchat, YouTube, Instagram, And Facebook. Yes, that’s right. The ancient Big Blue app grew faster than his TikTok.
TikTok did not respond to a request for comment.
what is happening?
One interesting theory is that as TikTok users grow up and take on new responsibilities, they spend less time watching videos.
When this app was released, it took the world by storm. Young children and teenagers are particularly attracted to the service’s unique, creator-friendly content. culture.
These users were approximately 13 years old when they first downloaded the app in 2016 and 2017. These users are now at least 20 years old. They have full-time jobs or are studying at university. For many people, parents no longer do laundry, cook meals, or drive children to sports games, meetings, or other events.
For those of you who haven’t experienced this yet, it’s called “life.” This process takes extra time and leaves you with less time on TikTok.
This is also reflected in the data. TikTok’s average monthly user count among 18- to 24-year-olds in the U.S. decreased by nearly 9% from 2022 to 2023, the Wall Street Journal reported. recently reportedhe said, citing analysis firm Data.ai.
One aspect of TikTok’s business that caught investors’ attention was the amount of time spent.According to the study, U.S. adults are expected to spend about an hour a day more on TikTok in 2024 than on YouTube. e-marketer quote.
More time = more opportunities to show people ads and do other things that make money. If some of TikTok’s core users can no longer spend an hour a day on the app, that’s bad for business.
Remember Brielle?
This has given the TikToker a new reputation for honesty. BrielleShe was unfairly criticized last year for complaining about her new job at the company.
After graduating from college and getting her first office job, she posted: video I explained how little time is left each day for personal life and basic household chores. Older viewers harshly criticized Briere’s naivety and numerous other alleged failings.
What I just realized is that Brielle was probably a heavy TikTok user who had recently become an adult and realized she didn’t have as much time on the app.
TikTok deletion
I’ve seen this in my own life. My two kids have been big fans of TikTok for years.
My eldest child is currently a second year university student studying mechanical engineering. She is renting her house with her friends. She has a huge amount of studying to do in addition to cleaning the house, cooking, washing dishes, taking out the trash, paying the bills, and of course partying.
A few months ago, she decided to delete TikTok from her phone. She is currently participating in a competition to see who can limit screen time the most in her home.
A year ago, this girl was watching TikTok for at least two hours a day. I’ve given up on limiting this. She’s an adult now, so I don’t have any resistance. Still, she hasn’t been able to keep up with all her new obligations lately, and she still finds herself watching TikTok for hours every day.
My younger daughter lives at home and is still in high school, so her daily TikTok intake is still huge. She plans to attend college in the fall, so she will eventually face a similar dilemma over time.
I’m not alone in this
The Wall Street Journal recently interviewed several TikTok users in their 20s.they say similar story: They started noticing that TikTok was especially interfering with their sleep, work, housework, and relationships.
He also said that many of his friends have deleted the app or used it less in recent months.
Kayla Bruce, a 27-year-old accountant, told the Journal that she stopped using TikTok last year.
“I’m in a good place right now with friends, family, dishes and laundry,” she said. “I don’t want to sacrifice those things anymore.”
“TikTok offers several tools that help millions of people make intentional decisions about how they spend their time, from custom screen time limits to sleep reminders,” a TikTok spokesperson told WSJ. , adding that the app sends regular reminders. These are people with these characteristics.