How Consumers Would Reallocate Time Spent on TikTok

This year, US adults are expected to spend an average of 58 minutes per day on TikTok. What will they do with that time if TikTok is banned in the US?

of TikTok users would replace the time they spend on the platform with another social media channel if TikTok was banned

But which social media platform would consumers start spending more time on?

Overall, Instagram was the most popular response.

Boomers are the only group for which another social media platform – Facebook – outranks Instagram. It’s also notable (but perhaps not surprising) that the portion of consumers who indicate they simply don’t use TikTok increases as age increases.