TikTok usage among young people during COVID-19 in the Nordics 2020

TikTok saw an unprecedented increase in popularity during the coronavirus (COVID-19) outbreak in the Nordic region. The largest increase, of up to 800 percent was observed among Danish youth. While two percent of them used TikTik before the COVID-19 outbreak, the corresponding share during the pandemic was 18 percent. Overall, TikTok became more popular in Denmark, Sweden, Norway and Finland during the pandemic, regardless of the users’ age.

The rise of TikTok



   TikTok is a Chinese video-sharing social network, initially released in 2018, as Musical.ly. Over the period from 2017 to 2020, the app generated increasingly larger engagement rates, reaching nearly 15 million daily active users via iOS as of May 2020 on a global scale. Among the most followed accounts in Norway were the pop duo Marcus & Martinus.

COVID-19 on social media



   As of March 2020, almost all the most popular hashtags on social media in Sweden were related to the coronavirus. In fact, a recent survey showed that especially younger individuals worldwide seemed to rely on social media for updates on the coronavirus that same month . In contrast, the figures were much lower for people aged 55 or older. Nevertheless, social media use generally increased during the pandemic and facilitated the spread of news regarding the coronavirus. In some cases, even false information.

Share of teenagers and young adults using TikTok during the coronavirus outbreak in the Nordic countries in 2020

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Source

In cooperation with
AudienceProject
Release date

June 2020

Region

Denmark, Finland, Norway, Sweden

Survey time period

2019 to 2020

Number of respondents

21,000*

Age group

15-25 years

Supplementary notes

The source adds the following information:
"The period ‘before COVID-19’ represents the period from September 11, 2019, to March 14, 2020, while the period ‘during COVID-19’ represents the period from March 15, to May 22, 2020.
This means that changes in media consumption behaviour are not necessarily directly caused by the COVID-19 outbreak. Some changes in media consumption behaviour may be related to underlying trends, e.g. traditional TV viewing decreasing and podcast listening increasing."

*Respondents across seven countries: United States, United Kingdom, Germany, Denmark, Sweden, Norway, and Finland.

The source does not provide the original wording of the question posed during the survey.

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Statistics on "Mobile apps in the Nordics"

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