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Phong Do

TikTok's first-mover advantage challenged

  • Decision Lab and MMA have just released the latest report on The Connected Consumer.

  • TikTok witnessed a decline in Q4, despite consistent growth since the beginning of the publication.

  • Facebook Reels and YouTube Shorts gained significant ground, making Facebook tie with TikTok the most used platform for short videos.

Decision Lab and MMA have just released the latest report on The Connected Consumer. After a bleak Q3, social media usage experienced a surge in the last quarter of 2022. Giants like Facebook and YouTube received tremendous boosts overall and across category usage. However, TikTok, despite consistent growth since the beginning of the publication, witnessed a decline in Q4, albeit a slight one.

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TikTok’s unstoppable rise has finally hit a speed bump. Q4 2022 witnessed the primary position of TikTok decrease by 1%. The 9% decrease in TikTok usage among Gen Z is even more alarming. 

In the entertainment videos category, YouTube is making a comeback as it regained 4% in consumer favorability, while TikTok encountered its first setback ever with a 2% decrease. This trend is even more prominent among Gen X (+8%) and Gen Z (+3%), who are becoming less and less enamoured with TikTok (-5%).

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But the biggest blow to TikTok’s reign may be in the short videos category. Facebook Reels and YouTube Shorts gained significant ground, making Facebook tie with TikTok the most used platform for short videos. 

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Also, TikTok’s favorability decline continues a two-quarter trend among Gen Z and is starting to show for Gen Y. It looks like TikTok’s dominance may end. Youtube and Facebook are here to challenge its throne.

On the other hand, TikTok continues to rise in the e-commerce platform category, growing 5% QoQ. However, this growth happens in a healthy landscape, with major players experiencing increased usage overall.

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For more insights, download the complete “Connected Consumer Q4 2022” for FREE here. To get in touch with us about our entire suite of agile marketing products, please reach out to one of our expert consultants today 

The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos), and online shopping. Data in this report is collected using Decision Lab’s online panel.

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