TikTok reaches parity with Twitter among 18–24 year olds in the UK

Rob Clapp

An overview of TikTok penetration in the United Kingdom between September 2017 and December 2019, broken down by age group and gender.

TikTok is used by nearly one-tenth of all adult UK smartphone users, according to the latest data from Comscore. Penetration reached 8.7% in December 2019 (nearly 3.4 million unique individuals), an increase from 5.6% the year before.

By age group, over one-quarter (26.0%) of 18–24 year olds used the platform in December 2019. This is equal to 1.4m unique visitors, a number that Comscore says has grown by 90% compared with December 2018. This puts TikTok on par with Twitter in penetration among this age group.

Those aged 25–34 also saw strong growth, with unique visitors up 91%...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands