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TikTok Continues to Dominate the Digital World in 2023

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TikTok is recording a rise in user engagement in 2023, according to a new mobile behavioral data report by Measure Protocol. 

Measure Protocol has released its first “App Life Report” of 2023, with details on consumer digital behaviors, including a deep dive into the continued rise of user engagement and prioritization of TikTok. Based on behavioral data collected from consumers the new report outlines how individuals are really spending time on their mobile devices.

Owen Hanks, CEO of Measure Protocol

In our newest App Life Report, we uncover the latest findings surrounding gaming app engagement metrics, app usage, in-app purchases, most used apps, and app-specific activities. TikTok emerged as a clear leader across multiple categories, and the report contains a deep dive into how individuals are using and engaging with this platform.

Key Findings

Measure Protocol

The first volume of the 2023 App Life Report focuses on actual mobile user engagement, usage, and app prioritization. Some key findings include:

  • TikTok usage has extended to search: In January 2023, 74% completed a search on TikTok, and 28% did 100 or more searches. This is compounded by the fact that most users are, on average, spending 9.5 hours per week using the app, compared to YouTube at 5.3 hours, and Facebook at 3.8 hours.
  • Women are viewing 20% more videos on TikTok: Sampled from a group of over 1,000 individuals in the U.S., the typical woman browsed 6,819 videos, which is about 20% more videos than the average man (5,666).
  • The Kik app may be experiencing a renaissance: Although Kik’s user base only represents 3% of the report’s audience, these active users are highly engaged at 9.8 hours per week. This could be an early sign of a second life for the app.
  • Online shopping and purchase behavior: Game-based purchases continue to be significant, for both the most common transactions and the total amount spent. Gram Games, developer of Merge Dragons, had the highest average in-app spend per user at $31.45.

The App Life Report highlights additional device-based data collected via Measure’s Retro solution, which provides previously inaccessible and hidden behavioral data such as in-app spending, purchase motivations, media consumption patterns and trends, social media search, and content results.

Download it the full report here:

About Measure Protocol

Measure is a consumer intelligence company founded in 2018 by a group of media, ad tech, and market research technology veterans on a mission to help people take ownership of their data to monetize it directly with brands.

MAANG companies (Meta, Amazon, Apple, Netflix, Google) use Measure to gain insights into the audience’s daily habits, emerging trends, and factors of influence in a fully-compliant environment.

More information at:

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