TikTok is one of the most popular mobile apps in the world, so marketers must be up to date with the latest TikTok UK stats to keep up with the competition.
From juicy user and demographic insights to must-know marketing statistics, we’ve collated all of the TikTok UK stats you need to influence your TikTok SEO strategies and make the most of this ever-growing platform in new ways.
At Embryo, we know a thing or two about how to create a killer TikTok marketing strategy. Our award-winning paid social team have the skills and expertise to help you reach your business goals – get in touch today by calling us on 0161 327 2635 or emailing info@embryo.com.
35 TikTok UK and global stats that every marketer should know
- In September 2021, TikTok reached one billion monthly active users worldwide. By the end of 2025, that number had almost doubled to 1.99 billion.
- Almost 70% of TikTok’s user base is now over the age of 25. The largest age group is 25 to 34 at 35.3%, followed by 18 to 24 at 30.7%.
- The number of active TikTok users in the UK has grown from 15.9 million at the end of 2023 to 26.8 million by Q2 2026.
- As of October 2025, approximately 45.5% of TikTok global users were women.
- TikTok was the second-most-downloaded free mobile app worldwide in June 2026, recently overtaken by ChatGPT.
- TikTok is the fifth most popular social media platform worldwide based on monthly active users, behind YouTube, Instagram, WhatsApp, and Facebook.
- In 2023, TikTok had been downloaded 3.5 billion times worldwide, making it the 5th app to accomplish this and the first non-Meta-owned app. As of 2025, downloads have now surpassed 5.4 billion.
- The app saw its biggest surge in users during the COVID-19 pandemic. TikTok saw a 180% growth in users aged 15-25 during this time frame.
- In 2023, UK users spent more time on TikTok than users in any other country, racking up more than 27 hours on the app every month.
- The average user spends 97 minutes on TikTok each day.
- Compared to other social platforms, 55% of Gen Zers prefer TikTok for product discovery.
- As of July 2026, Khaby Lame is the most followed TikTok user, closely followed by influencer Charli D’Amelio. Many other influencers now share the spotlight.
- Based on hashtags, “entertainment” is the most popular content category on the platform worldwide, amassing 535 billion hashtag views.
- The average user opens TikTok 19 times per day according to the app’s internal data sources.
- Android smartphones account for more than 90% of TikTok downloads, but in the US, more iOS users are downloading the app.
- As of October 2025, Indonesia had the largest TikTok advertising reach with 180.11 million users. The top spot was previously held by the US, which currently has 153.12 million.
- According to 2020 research data, TikTok is the social media app used the most by children, with kids in the UK spending an average of 70 minutes per day on the platform. This is just 5 minutes below the global average of 75 minutes per day.
- According to this Statista report, TikTok users are less likely to be bothered by ads than users of other social media platforms. 38% of TikTok users surveyed said they are willing to tolerate advertising if they get free content in return, which is 4% more than the total number of adults surveyed.
- 15% of TikTok users say they struggle to distinguish between advertising and other content, compared to 12% of social media users who do not use TikTok.
- 80% of TikTok users are more likely to consider purchasing a product if the ad is relevant to them personally.
- TikTok Shop has a massive reach, with over 1.3 billion users worldwide.
- Between 2024 and 2028, the UK social commerce market is predicted to more than double, from £7.4 billion to almost £16 billion.
- As of 2026, 200,000 UK small and medium businesses are selling on TikTok Shop
- In 2025, TikTok Shop saw a 50% year-on-year increase in UK sales during the Black Friday and Cyber Monday period.
- As of 2025, TikTok Shop was the fourth-largest beauty retailer in the UK.
- 69% of UK TikTok users feel a deeper connection to the brands they interact with on the platform compared to other sites and apps that they use.
- Millennial TikTok users in the UK are 1.6x more likely than other platform users to create a post showing off a product on social media.
- TikTok has found that ads with an emotional message have a higher engagement rate than those that don’t.
- 63% of all successful ads get their point across straight away to hook the user immediately and convince them not to scroll past.
- 60% of Gen Z TikTok users in the UK have bought a product because they saw it on TikTok in the last year.
- 70% of UK TikTok users see brands that use TikTok as innovative.
- 1 in 2 TikTok users in the UK are open to making purchases directly from TikTok.
- As of October 2025, the hashtag “#fyp,” which stands for “for you page,” was the most used hashtag on TikTok, amassing 100 trillion views across posts that used it.
- 84% of UK TikTok users say that content on TikTok has positively influenced the way they perceive beauty.
- TikTok users in the UK are 74% more likely to discover products from an ad vs shopping directly on marketplaces.
Key TikTok trends for brands in 2026
With almost 2 billion users worldwide, TikTok’s latest trends aren’t just an indicator of how people behave on the app, but how they think and feel online. By tapping into what matters most to consumers right now, you can shape your content strategy to connect with the right audience and influence buying decisions in 2026 and beyond.
Pay attention to these key TikTok trends for 2026:
‘Reali-tea’
Users are done with overly polished, curated fantasy. Unfiltered honesty, everyday relatability, and ‘behind-the-scenes’ style content is the recipe to engaging TikTok audiences and curing their fantasy fatigue. Producing authentic content in line with this cultural shift can help your brand build trust.
Curious search
TikTok is no longer just an entertainment app, with audiences using the platform as a key search function. Due to the nature of the algorithm, TikTok leads consumers down new paths of brand discovery. So, in 2026, you must be using a mix of long- and short-form content with clear SEO keywords to show up in adjacent spaces as well as your own corner.
Emotional ROI
Consumers are buying with less impulse and more intention on TikTok, asking: “What’s in it for me?” before parting ways with their money. Brands that do well in this why-to-buy era will demonstrate storytelling, value-driven content, and educational messaging that also attracts other influential creators to champion your products.
TikTok live shopping
TikTok’s evolving prevalence as an e-commerce system has gone ‘live’. Similar to heritage shopping channels like QVC, TikTok live shopping is built around a dynamic, interactive livestream where your brand can maximise sales in real-time. It’s also a powerful opportunity to build authentic connections with your community, as the digital wall between brand and consumer is lifted.
Use these stats to improve your marketing strategies.
These TikTok UK stats show just how important it is to create engaging TikTok marketing campaigns that will capture the attention of the app’s predominantly young audience. Our TikTok marketing experts stay up to date with all of the latest data on this ever-evolving platform so that you don’t have to.
To learn more about our TikTok marketing services, get in touch with our friendly team by phone at 0161 327 2635 or email info@embryo.com. Alternatively, check out some of our fantastic case studies that showcase some great paid social results we’ve generated for our clients.
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