TikTok users choose using the social network over watching TV series

According to a Kantar study for TikTok, the Chinese application has a positive reputation among its users. — Photo by Alexander Shatov on Unsplash

Are you using your time wisely? According to a study, TikTok users seem to prioritise the time they spend on the application. And while it encroaches on their time spent watching shows or listening to podcasts, it’s time well spent.

This new study provides insight to the many facets of users’ behaviour and why this attitude is beneficial for brands. We take stock.