Kenya has topped the chart as the world’s most prolific user of TikTok, says the latest Reuters Institute Digital News Reports 2023 survey.
The study revealed that a substantial 54% of TikTok usage in Kenya is for any purpose, with 29% specifically for news. Hot on Kenya’s heels, Thailand shows a 51% rate of general use and 30% for news, followed by South Africa with 50% general use and 22% news. Peru comes in next, boasting 48% for general use and 30% for news.
Originally launched by the Chinese video hosting provider, ByteDance, TikTok was conceived as a platform for entertainment. However, the recent report indicates that TikTok is increasingly utilised for the distribution of news, especially among younger demographics. This marks a significant shift, as the long-standing top dog, Facebook, sees a decline in its prominence.
Interestingly, the 2023 Digital News Report shows that users of TikTok, along with Instagram and Snapchat, tend to gravitate more towards celebrities and social media influencers for news topics, as opposed to media companies. This is a stark divergence from traditional social networks such as Facebook and Twitter, where news organisations still dominate and drive the narrative.
In the race of growth, TikTok is outpacing its competitors as the fastest-growing social network. It is used by 44% of users and is particularly popular amongst the 18-24 age bracket. The platform enjoys heavy usage across Asia, Latin America, and Africa.
The report also sheds light on audience behaviour regarding news consumption. There’s an evident trend of users selectively avoiding certain significant stories, such as the cost of living. This trend has been linked to an increasing tendency to shun depressing news in a bid to safeguard mental health.
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