TikTok’s popularity continues to rise, while other social media networks have seen a decline
This article by Philip Mai, Toronto Metropolitan University and Anatoliy Gruzd, Toronto Metropolitan University originally appeared on the Conversation and is published here with permission.
TiKTok’s rise is confirmed by data from our new nation-wide, census-balanced online survey, The State of Social Media in Canada 2022, which surveyed 1,500 Canadian adults over the age of 18 between May 12 and 31, 2022.Our report findings show that Canadians’ use of social media has declined from its early pandemic peak; however, Canada continues to be one of the most connected countries in the world — 94 per cent of online adults use at least one social media platform.
These findings suggest that TikTok’s appeal has grown since 2020, when we last conducted this survey, and that TikTok is no longer just an app for short videos. In particular, Canadians are spending less time on social media now that most pandemic restrictions have been lifted. In Canada, Facebook has the highest percentage of daily users at 70 per cent, but this dropped from a previous high of 77 per cent daily users in 2020.
The percentage of Canadians who reported using LinkedIn has dropped by seven per cent since 2020. The rate of new users joining Facebook and Pinterest has also declined, each dropping by three per cent and four per cent since 2020 respectively.There’s little doubt that TikTok has been a disrupting force on the social media landscape. It has forced social media stalwarts like Facebook and Google to make radical changes to their platform in order to keep up.
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