TikTok was standout winner for user engagement in 2021

TikTok was the top social app in terms of user experience, according to a new report by App Annie.

The research revealed that the average TikTok user spent 19.6 hours a month using the app globally in 2021, up from just 4.2 hours in 2018. This is equal to Facebook, the number one social app by time spent globally in 2021, and well ahead of WhatsApp and Instagram.

The key difference for TikTok is its immense growth trajectory, which is up 4.7x in four years. Ad spend on the app in January 2022 alone surpassed $3 billion.

READ MORE: TikTok is incentivising retailers to use its shop function by offering huge cash prizes

Social and photo and video apps accounted for 7 of every 10 minutes spent on mobile in 2021. Consumers sought snackable user-generated content, short-form videos, and authentic experiences via live streaming,” revealed App Annie’s head of insights Lexi Sydow.

“The tidal wave of TikTok swelled in 2021 with consumers spending 90% more time than in 2020, out-pacing the market growth by 9x, with the average time per user surpassing 27 hours per month in some markets,” added Sydow.

“TikTok surpassed US$ 3 billion in lifetime consumer spend in January 2022.”

The report also highlighted the rise of avatar social apps, which combine creative self-expression, user-generated content, and online communities. It claims that increased interest in the metaverse has led to a spike in these apps.

The metaverse games industry is expected to grow to over $3.1 billion in the annual app store consumer spending in 2022.

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