58% of TikTok users delay brand engagement so as to not interrupt content browsing | WARC | The Feed

Three in five (58%) TikTok users say they delay visiting a brand website or app so as to not disrupt their content browsing, according to a survey of Southeast Asian consumers by AppsFlyer, TikTok for Business and Toluna.

Why it matters

Delayed user activity suggests advertisers need to look beyond immediate click behaviour when measuring brand engagement. This poses difficulties for accurate audience measurement; an issue made more prominent in Southeast Asia given the popularity of dark social channels and a fragmented brand discovery process.