[eMarketer] Social networks that have excelled at holding users’ attention

TikTok takes up more of its users’ time than any other social media platform in the US. This year, adult TikTok users will spend an average of 38 minutes per day on the short-video app.

Twitter ranks second, with a daily average of 35 minutes, while third-place Facebook will see 31 minutes per day from the average adult user.

According to eMarketer, impressive as the TikTok figure may be, it’s down 2 minutes from last year. By contrast, Twitter’s time spent represents a new high for the app, despite the loss of about 300,000 adult users in the US, suggesting an increasingly engaged audience—albeit a shrinking one.

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