Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

UK users spend more time with TikTok than Facebook, Instagram, and Snapchat

The trend: The UK’s Parliament may have closed its TikTok account amid worries that sensitive data may be passed to the Chinese government, but the country’s adult population continues to tune in, spending more time on the app than any other platform.

  • TikTok has overtaken Snapchat as the third most popular social network in the UK, per our forecast, and that gap will widen as it continues to grow.
  • By 2026, 21.1 million people–nearly a third of the UK population and more than half of mobile social network users, will be regular TikTok devotees.

Ad revenue goes up and up: With TikTok commanding more of adults’ time–this year, those ages 18 and up will spend an average of 49 minutes daily on the app–its share of UK ad revenues will climb. This year, those revenues will rise 190.2% with double-digit increases continuing through 2024.

Sights on social commerce: As TikTok takes on social commerce, using social media to buy and sell goods, it could find traction in the UK, which is one of the world’s leaders in ecommerce but hasn’t fared as well in social commerce.

  • The UK trails only China in ecommerce. This year, 35.9% of total retail sales in the UK will be ecommerce sales, compared with 45.3% for China.
  • In social commerce, the UK is a laggard. During Black Friday 2021, less than 5% of UK digital shoppers used social channels, according to a study by Wunderman Thompson and Censuswide.

Go further: For more on TikTok’s UK opportunities and tips for marketers, read our report, UK TikTok Marketing 2022.