Kenya takes the lead in worldwide TikTok usage!

As part of its expanded eCommerce push, TikTok has opened its first in-app stores in the US

According to the latest analysis by the Reuters Institute, Kenya has emerged as the world’s top user of the TikTok video app.

A staggering 54% of users in the East African country utilize TikTok for various purposes, with 29% relying on it exclusively for news consumption. The 2023 survey highlights Kenya’s prominent position on the platform. The report from the annual Digital News Report reveals that TikTok is quickly becoming a preferred source of news for netizens. Among 18 to 24-year-olds, 20% use TikTok to stay updated on current events, marking a 5% increase compared to the previous year.

The study conducted by the Reuters Institute for the Study of Journalism indicates a shift in audience attention from journalists to celebrities, influencers, and social media personalities on platforms like TikTok, Instagram, and Snapchat. TikTok, identified as the fastest-growing social network in the research, sees a rising trend of 20% of users aged 18 to 24 utilizing the platform for news, showcasing a 5% growth from the previous year.

While the survey shows a decline in news interest across many countries, especially among younger and harder-to-reach populations, with high levels of selective news avoidance, TikTok stands out as a preferred choice for political news in Peru, Kenya, and Brazil. In Peru, students have used TikTok to organize political protests. Compared to the United States, Canada, Singapore, and Brazil, audiences in Peru, Brazil, and Kenya exhibit higher engagement with political content.