Today, Qustodio released its 6th annual data report on children’s app usage, titled The Digital Dilemma: Childhood at a Crossroads. The report analyzes global technology habits among children in 2024, uncovering key trends in screen time, social media, communication apps, mobile gaming, video streaming, online education, and artificial intelligence tools.

The comprehensive study is based on device data collected from over 400,000 family homes in five major world markets: the US, UK, France, Spain, and Australia; along with 10,000 schools in the US, UK, and Australia. In addition to revealing the apps most favored by children and the screen time spent on them, the report includes insights from over 2,000 parents who shared the challenges they faced during a transformative year defined by growing resistance to children’s use of devices and social media.

Some key findings include:

• Kids spent a global average of 2 hours per day on TikTok in 2024, marking a 7% increase compared to 2023. Children in the UK and the US spent the most time on the platform, averaging 134 and 132 mins/day, respectively.
• Global Instagram use rose by 25%, with kids spending 79 mins/day on the platform in 2024, up from 63 in 2023. The biggest users were kids in the US who were on Instagram for 89 mins/day.
• Kids globally spent 4.1x more time communicating on Snapchat than on WhatsApp. Worldwide Snapchat use hit 78 mins/day and rose to 97 mins in the UK and 90 in the US. 
• With 86 mins/day, kids in the US watched the most YouTube out of the countries analyzed. For every hour Spanish kids spent on YouTube, kids in the US spent almost 2. 
• The US also led the way in Roblox playtime: Kids in the US spent over 2.5 hours on average daily on the game, representing a 9% increase on the previous year.
• Almost a third (29%) of parents gave their kids their first smartphone at 12, but 16% gave them one at 10 or younger. With many of these parents citing how challenging the experience was of giving their child their first smartphone, almost half (49%) would change the age they first introduced their child to one.

“2024 marked a pivotal year for children’s device use and online safety, especially regarding social media. We’ve seen that no single solution fits all families and that the path to digital wellbeing is far from easy,” says Viktorija Miliajeva, Qustodio CEO.

“However, we are more confident than ever that a holistic approach, consisting of open conversation, education, and mindful monitoring, can help children enjoy the benefits of technology while preparing them to face its challenges. A brighter and safer digital future is within our grasp.”

To read the full 2024 report on children’s app habits, download the PDF of “The Digital Dilemma: Childhood at a Crossroads” below.

For enquiries and interview requests regarding this report, contact press@qustodio.com.

• Over 30% of kids aged 7-9 have access to the X (formerly Twitter) app, and 44% already own their own tablet
• Snapchat emerges as a communication tool of choice at the ages of 13-15, posing the risk of early teens undertaking more risky online behavior
• Instagram and Discord take hold among 16-18 year olds, posing distraction risks during a critical pre-adult study period

Nearly half of US kids aged 10-15 are on average spending over two hours a day on TikTok, according to a new report from world-leading online safety company Qustodio. The new research reveals how children are interacting with apps over time, and how habits change and develop with age.

The report, titled “Apps through the Ages”, is based on anonymous app and online tool usage from 180,000 US families with children aged between 7-18.

“There are a number of key findings in our analysis of the usage data among US families that should give parents cause for concern, no matter the age,” said Yasmin London, global online safety expert for Qoria, the parent company of Qustodio. “Amid a debate about enforcing age restrictions for social media companies in many countries around the world, it’s important to understand where children are actually spending their time, and the risks those apps pose. While many parents may see many of these apps as harmless distractions, they can expose children to a harmful and dark side of social media.”

7-9 year olds favor Roblox and access to tablets

Even at this young age, social media use is already apparent. In the US, 31% of 7-9 year olds have accessed X, while 28% have used Reddit. 

“The theory is that kids as young as 7-9 years of age are gaining access to apps like X and Reddit as parents either don’t know much about them or don’t think to block them because they aren’t as ‘popular’ – even though both platforms could expose kids to explicit content like hate speech, porn and disinformation,” says London.

Roblox, however, takes the popularity crown, with this age group spending over 2 hours a day on the app alone. Here, users can play a wide variety of games, create their own games, and chat with other users online. While seemingly harmless, Roblox poses a series of risks along with its positives, as adults also play and some games have been found to contain highly inappropriate sexual content.

“Parents think apps like Roblox are safe because the avatars look like innocent little Lego characters,” says London. “But while kids are creating and participating in games, so too are older people and behind those avatars are adults using these games and chatrooms to groom or manipulate younger users. Parents need to understand the game, the risks it poses and who kids are playing with.”

At 10-12, the Smartphone Age begins – along with 240 Tik Tok videos a day

By the age of 10, nearly half (42%) of US kids have their own smartphone. 

“Many parents may look at this statistic and wonder why so many kids this age have a smartphone or a TikTok account, and say something like ‘just don’t give your kid access at that age’. But it’s not that simple,” says London. “For kids, often their main concern is cyber ostracism, which can lead to its own set of issues. People may downplay or ignore this issue, but not being included or allowed in chat groups or online games can result in kids doing it regardless and in a secretive way which isn’t great if they need them to come forward when things go wrong. All kids want to feel included and the online world and friendship groups online are part of that now.

It’s perhaps no coincidence then that TikTok forms part of the picture from this age group onwards. 40% of kids use the renowned social media platform for an average of 121 minutes per day. 

“Assuming the average TikTok video is 30 seconds long, that’s around 240 videos a day exposing kids to a range of content that may be inappropriate for their age group, and affecting their ability to focus and concentrate,” says London. “Many parents also don’t know about features in these apps like Family Pairing for instance, which helps parents manage their kid’s TikTok experience.”

While TikTok grows in popularity with this age group, so too does the use of social media platforms X and Reddit – dramatically increasing the likelihood of exposure to adult content.

“Globally the average age a young person will first view pornography occurs before they turn 13. Often this is not because they intentionally seek it out, but because they stumble upon it by accident,” says London. “Mature content is easy to find on platforms like Reddit and X. X even recently updated its community guidelines to allow users to ‘share consensually produced adult nudity or sexual behavior.” 

However, Roblox still remains the most popular app for this age group too, with 62% of 10-12 year olds using the platform for an average of 143 minutes per day.

From taking a back seat to social sharing: 13-15-year-olds

At this age, Roblox slowly begins to drop in popularity (slipping to 52% of kids using the game) as Spotify (66%), YouTube (62%), and Amazon Shopping (56%) become the three most popular apps. But perhaps the biggest takeaway is how social media platforms start to take hold as kids cross over into their teenage years.

Social media and communication apps become more present in this cohort, with 47% of 13-15 year olds scrolling TikTok for an average of 127 minutes a day, while Snapchat enters the top 10 as 38% of teens use the app for an average of 94 daily minutes. 

Snapchat allows people to communicate by sending photos and messages that disappear once opened, and the report suggests it is the primary way that teenagers begin to communicate with one another on smartphones. However, the “disappearing” nature of messages can embolden children to send more explicit messages and photos, or engage in increasingly toxic behavior on their phones.

“At this age, teens crave independence and autonomy, but developmentally, they still have poor impulse control. This is why cyberbullying and toxic online behaviors can dramatically increase during these years,” says London.

TikTok and Instagram vie for attention among 16–18-year-olds

While fewer young members of Gen Z are using TikTok (42%), its addictive features – such as the ‘For You’ page – still keep them on the app for long periods of time. While 16-18 year-olds reign in their use, they still manage to average 108 minutes per day, compared to just over an hour (72 minutes) a day for Instagram.  

Discord and Snapchat are the communication apps of choice among the last of Gen Z: 40% of US 16-18 year olds and 39% use the apps respectively.

“By this age, teens are often reasonably self-sufficient and confident in their digital interactions, so communication and trust are a parent’s most powerful tools,” says London. “Even at this age, access to these applications poses the same risks that earlier age groups are exposed to, and they can become an incredible distraction during a time when study and the future of these soon-to-be-adults become critical.”

To read the full US report on Gen Z and Gen Alpha’s app habits, download the PDF of “Apps through the ages” below.

For enquiries and interview requests regarding this report, contact press@qustodio.com.

Nearly half of Australian kids aged 10-15 are on average spending over two hours a day on TikTok, according to a new report from world-leading online safety company Qustodio. 

The report, titled “Apps through the Ages”, is based on anonymous app and online tool usage from 19,000 Australian families with children aged between 7-18. The new research reveals how children are interacting with apps over time, and how habits change and develop with age.

It found that screen time becomes dominated by TikTok from as early as 10 years old, with 39% of 10-12 year olds using the video sharing app for an average of 122 minutes a day, and 48% of 13-15 year olds using the application for an average of 121 minutes a day.

It also found that nearly 40% of children aged 7-9 have an X – formerly Twitter – account, and that Snapchat quickly becomes a dominating application at the critical development age range of 13-15, enabling teenagers to begin sending images and texts. Instagram becomes the dominant application for those aged 16-18.

“Amid a debate about enforcing age restrictions for social media companies in Australia, it’s important to understand where children are actually spending their time, and the risks those apps pose,” continues London. “While many parents may see many of these apps as harmless distractions, they can expose children to a harmful and dark side of social media.”

Roblox and access to X, tablets, define the 7-9 age cohort

Children aged 7-9 are predominantly accessing apps through tablets, with 57% of kids owning their own and using them to access apps like Roblox, YouTube and Netflix. 

On average, this age group spend over two hours a day on Roblox. The app allows users to play a wide variety of games, create their own games, and chat with other users online. While seemingly a harmless game, it poses its own risks as adults also play and some games have been found to contain highly inappropriate sexual content.

“Parents think apps like Roblox are safe because the avatars look like innocent little Lego characters,” says London. “But while kids are creating and participating in games, so too are older people and behind those avatars are adults using these games and chatrooms to groom or manipulate younger users. Parents need to understand the game, the risks it poses and who kids are playing with.”

Meanwhile, social media use is already beginning at this age, with two in five kids using the platform X and 29 % already using Reddit.

“The theory is that kids as young as 7-9 years of age are gaining access to apps like X and Reddit as parents either don’t know much about them or don’t think to block them because they aren’t as ‘popular’ – even though both platforms could expose kids to explicit content like hate speech, porn and disinformation,” says London.

The Smartphone Age begins at 10-12, along with 240 Tik Tok videos a day

Smartphones begin to emerge as devices in this age group, with 47% of kids owning one.

“Many parents may look at this statistic and wonder why so many kids this age have a smartphone or a TikTok account, and say something like ‘just don’t give your kid access at that age’. But it’s not that simple,” says London. “For kids, often their main concern is cyber ostracism, which can lead to its own set of issues. People may downplay or ignore this issue, but not being included or allowed in chat groups or online games can result in kids doing it regardless and in a secretive way which isn’t great if they need them to come forward when things go wrong. All kids want to feel included and the online world and friendship groups online are part of that now.

It’s perhaps no coincidence then that TikTok starts to dominate from this age group onwards, with 39% of kids using the app for an average of 122 minutes per day.  

“Assuming the average TikTok video is 30 seconds long, that’s around 240 videos a day exposing kids to a range of content that may be inappropriate for their age group, and affecting their ability to focus and concentrate,” says London. “Many parents also don’t know about features in these apps like Family Pairing for instance, which helps parents manage their kid’s TikTok experience.”

At this age, the use of social media platforms X and Reddit gains momentum; X becomes the fourth most popular app with 42% of kids using the platform regularly – dramatically increasing the likelihood of exposure to adult content. 

However, Roblox remains the most popular app for 10-12-year-olds, with 59% using the platform for an average of 136 minutes per day.

Tik Tok and Snapchat: 13-15-year-olds move from consumption to sharing

At this age, Roblox slowly begins to take a backseat (slipping to 47% of kids using the platform) as Spotify (88%) and YouTube (58%) become the two most popular apps. But perhaps the biggest takeaway is how social media platforms start to take hold as kids transition further into high school.

In this age group, TikTok becomes the third most popular app, with 48% scrolling the app for an average of 121 minutes a day, closely followed by Snapchat, with 47% of kids accessing the app for an average of 93 minutes a day. 

Snapchat allows people to communicate by sending photos and messages that disappear once opened, and the report suggests it is the primary way that teenagers begin to communicate with one another on smartphones. However, the ‘disappearing’ nature of messages can embolden children to send more explicit messages and photos, and the apps popularity coincides with increasingly toxic online behaviour.

“At this age, teens crave independence and autonomy, but developmentally, they still have poor impulse control. This is why cyberbullying and toxic online behaviours can dramatically increase during these years,” says London. 

Instagram quickly becomes the most accessed social networking app among 16–18-year-olds

In this age group, Instagram makes an appearance for the first time, becoming the third most popular app (behind Spotify and YouTube) with 50% of kids accessing the app for 65 minutes a day. However, this cohort continues to spend more time on platforms like Snapchat and TikTok. 

On average, Snapchat is used for 87 minutes per day with 46% of 16–18-year-olds on the app.

Despite fewer kids using TikTok (44%), its addictive features – such as the ‘For You’ page – increase the time they are spending on the app, using it for an average of 107 minutes per day, the highest among all apps reviewed as part of the report.

“By this age, teens are often reasonably self-sufficient and confident in their digital interactions, so communication and trust are a parent’s most powerful tools,” says London. “Even at this age, access to these applications poses the same risks that earlier age groups are exposed to, and they can become an incredible distraction during a time when study and the future of these soon-to-be-adults become critical.”

To read the full AU report on Gen Z and Gen Alpha’s app habits, download the PDF of “Apps through the ages” below.

For enquiries and interview requests regarding this report, contact press@qustodio.com.

Qustodio’s latest annual data report, entitled Born connected: The rise of the AI generation, revealed that children spent a global average of 112 minutes a day on TikTok in 2023 – making it the most-used social media app for kids.

More than 40% of kids used TikTok in the US – but that’s small change compared with Spain where 61% of kids were fans of the app. France and the UK followed closely behind with half of all kids having TikTok. 

The study also showed that TikTok screentime was higher for kids in the US and UK with 120 and 127 minutes a day respectively, and that globally, kids spent 60% more time on the app than on YouTube. It’s also the social media app most likely to be blocked by parents. 

And it seems that Gen Zers are doing more on TikTok than just watching videos. 

A recent study by Adobe showed that 64% of young people have used TikTok as a search tool to find information, answers to questions, recipes, and more. 

The survey of 808 consumers also showed that nearly 1 in 10 Gen Zers prefer to search on TikTok rather than Google. This shows a shift in how young people are using social media – as an information-seeking tool rather than simply a source of frivolous entertainment.  

Why is TikTok becoming popular as a search engine for Gen Zers?

Gen Zers say that TikTok is the most addictive social media platform and with children spending an average of nearly 2 hours a day on the app, it’s clear that TikTok knows how to grip young attention. 

The survey showed that new recipes was the most popular search subject (36%) on TikTok followed by new music (35%) , DIY tips (34%), and fashion advice (30%). This suggests that when younger generations search for content, they favor first-hand experiences and accounts rather than something more generic and amalgamated. 

What about AI?

There’s no doubt that the way people are searching online is changing. The Adobe survey found that more than 1 in 10 people used ChatGPT to search for information – with 1 in 20 going as far as asking the AI-powered chatbot for advice on their personal finances.

When you consider that 20% of children have already embraced ChatGPT, we could be seeing the start of a huge shift in internet searching. 

For more valuable insights into the app use and technology habits of children, read the full report: Born connected: The rise of the AI generation. 

The extensive survey is a result of studying over 400,000 families and schools around the world, with further insights into the digital lives of children in the US, UK, Spain, Australia, and France.

To read the full report on children’s app habits, including social media, online video, and gaming trends, download the PDF of “Born connected: The rise of the AI generation” below.

For enquiries and interview requests regarding this report, contact press@qustodio.com.

Qustodio today released their 5th Annual Report, offering valuable insights into children’s digital habits across 2023. “Born connected: The rise of the AI generation”, reveals the app use and technology habits of children aged 4-18, detailing trends in screen time, social media and communications, mobile gaming, online entertainment, learning tools, and for the first time in the report’s history, use of artificial intelligence tools. 

Some of the key findings from 2023’s report include:

• TikTok continued to captivate with children spending a global average of 112 minutes daily on the app – up from 107 in 2022. UK kids were particularly fond of the bottomless scroll as they racked up 127 mins/day. 
• Although YouTube is still the world’s top streaming app, children spent 60% more time on TikTok.  
• Children watched 27% more video content in 2023 than in the previous year – hitting a world average of 57 minutes per day. 
• Despite a tumultuous 2023 – and a name change – Twitter/X saw a 27% boost in popularity among children. 
• Gaming took a dip in 2023 with children spending 8% less time on mobile games than in 2022. Despite this, Roblox is where children spent the most time – across all app categories – with a global average of 130 minutes invested daily. 
• Although WhatsApp remains the king of communication apps, kids spent the most time on Snapchat with a world average of 74 mins/day. 
• Australian kids led the way with AI experimentation with 24% using OpenAI – compared with a global average of 19.6% 

To read Born connected: The rise of the AI generation, Qustodio’s full report on children’s app habits across 2023, download the PDF below.

For enquiries and interview requests regarding this report, contact press@qustodio.com.

Qustodio today released their Annual Report, giving extensive insight into children’s digital behavior and app use across 2022. The report, now in its fourth year, details the online habits of children aged 4-18, studying trends in screen time, social media, educational usage, mobile gaming, online entertainment, and communication.

The report, titled “From Alpha to Z: Raising the digital generations”, studies global popularity and usage of a wide range of applications and platforms, revealing children’s favorites across 2022. The report also provides deeper insights in major world markets: the US, UK, and Spain, in addition to Australia, included for the first time since annual research began in 2019. The study involved over 400,000 families and schools worldwide.

Qustodio’s 2022 research includes surveys and interviews with families, investigating how technology is managed and viewed in the home and at school, and the different ways that parents across the generations, from Generation Z to Baby Boomers, manage to strike a balance.

Some of the key findings uncovered by Qustodio’s 2022 report include: 

• 70% of parents assert that screens and technology are now a distraction from family time, and device use causes weekly or daily arguments in over 49% of households.
• Children’s TikTok usage climbed to an all-time high across the year, averaging 107 minutes per day – an increase of 18% from 2021. 
• From all app categories, children spent the most time on social media daily, averaging 56 mins/day, followed by online video apps (45 mins/day), and gaming (38 mins/day). 
• YouTube is children’s most popular app overall, with 63% of children using it globally. 
• Despite YouTube’s popularity, children spent 60% more time on TikTok over 2022, with time spent on YouTube averaging 67 mins/day versus TikTok’s 107. 
• While children increasingly spent more time on social media and video streaming apps, time on communications apps fell, with time on Zoom dipping by 21%, and Skype by 37%. 
• 80% of parents believe that monitoring their child or children’s screen time is necessary, and as device use increases in a classroom setting, 1 in 3 parents would like to be more involved in how their child uses these devices in school. 

To read the full report on children’s digital habits in 2022, download the PDF version, or head to From Alpha to Z: raising the digital generations on Qustodio.com.

For enquiries and interview requests surrounding this report, contact press@qustodio.com.

Qustodio today released their Annual Report, analyzing children’s digital habits over 2021. “Living and learning in a digital world” studies app and technology habits of children aged 4-18, revealing trends in screen time, social media, and education, and offering insight into how children are learning and growing in a rapidly changing environment.

The report analyzes kids’ app use globally while providing deeper insights in three major markets in the US, UK, and Spain, over a year where self-isolation, remote learning, and working from home ensured families continued to strongly rely on all things digital for work, education, and entertainment.

The extensive 2021 research also features surveys and interviews with parents and children across the world, offering unique insight into how families are adapting and often struggling to create an online-offline balance. The report reveals their mixed feelings surrounding the digital world, with 37% of parents stating they feel very or extremely concerned about their children’s device usage, while 79% also acknowledged positive effects, including technology helping their child learn.

“In 2020, screens were a lifeline for families around the world. Our 2021 report shows that they are still reeling from the effects of the always on, ever present digital switch,” says Eduardo Cruz, Qustodio CEO and Co-founder. “Our research provides families and educators with the insights and information they need to help pinpoint where the risks are. It also shows how children are making the most of technology, so we can learn from them and build healthier online habits together in the years to come.“

Some of the key trends and insights unearthed by Qustodio’s 2021 report include:

• Children totalled 4 hours of screen time a day across the app categories analyzed: online video, social media, video games, education, and communication.
• Children are socializing more than ever online, with time spent on communication apps including Zoom, WhatsApp and Discord up by 28% worldwide. 
• Kids in the UK spent 20% more time on social media, averaging 53 minutes a day on social networking apps. 
• Snapchat rose in popularity, with 33% of kids worldwide using the platform. Children also spent 82% more time on Snapchat in 2021, averaging 1h 11 mins/day.
• The most popular social media app is TikTok, where kids devote 1h 31 mins daily. Children in the UK are TikTok’s heaviest users, with kids watching TikTok for 1h 42 mins/day, 32 minutes more than they did in 2020. 
• Kids in the US and UK spent 14% longer using learning apps, with children in the US also increasing their daily time by 50% on free education app Khan Academy.
• Roblox is kids’ most popular video game, with 56% of kids playing worldwide. Children averaged 2h 53 mins on Roblox daily, up 80% from 2020.
• YouTube is the most popular online video app, and kids’ number one most popular app across all categories analyzed, with 60% of children using it to stream online content.

To read the full report on children’s digital habits, download the PDF version, or head to Living and learning in a digital world on Qustodio.com.

For enquiries and interview requests surrounding this report, contact press@qustodio.com.

• Kids spent 76% more time on social networks and 25% more on YouTube in 2020 vs 2019. 
• 7,500 people make a living from creating content on social networks in Spain. 
• Kids 4–16 years old indicated YouTuber as their 4th most desired profession.
• The social media advertising business grew by approximately €8.2 billion in 2020.
• An average primary school teacher in Spain earns €2K/mo. while an influencer can earn 8K euros with just one post.
• The Autonomous University of Madrid offers a course to train future influencers: ‘Intelligence Influencers: Fashion & Beauty’ 

The labor market has undergone a major transformation over the last decade, largely caused by digitization. Answers to the question ‘What do you want to be when you grow up?’ are increasingly diverse and the most traditional professions have been joined by many others that are largely linked to technology, such as: programmers, data analysts, UX/UI designers, and creators of content for platforms such as YouTube, Instagram, TikTok or Twitch, among others. 

Qustodio, the leader in online safety and digital wellbeing for families, reported 76% growth in kids’ use of social networks in Spain between 2019 and 2020, in its annual study of children’s digital habits. The report also showed a 25% increase in the use of video platforms such as YouTube. 

“These data are a clear example of the current situation. Minors spend more time on social networks consuming content created by influencers who become role models”, states Eduardo Cruz, CEO and co-founder of Qustodio. “It is normal that our children are attracted to this type of profession — a job where you get to play video games or travel around the world is more motivating than an 8 to 5 one — and the life that is shown online is idyllic and is used as a marketing hook”. 

In the past, children dreamed of being knights or warriors because they found those roles exciting and inspirational. Today, influencers are the new heroes of the generation. In fact, according to data from the XIII Adecco “What do you want to be when you grow up?” survey of 2000 kids in Spain, 4–16 years old, the profession of YouTuber now appears as the 4th most desired. 

Every year, new professions come about. In Spain, there are more than 7,500 people dedicated to creating content on networks, turning their lifestyle into a marketing business. A dynamic that is difficult for older generations to understand, but much admired by digital natives. 

The influencer profession has become one of the highest paying jobs in recent years. In fact, according to the Influencer Marketing Hub report, the social media advertising business grew in 2020 by around 8.2 billion euros. Instagram occupies the first position of the ranking in which a macro-influencer could earn between 4,000 and 8,000 euros per post and a mega-influencer for promotional content would never accept less than 8,000 euros, and the amount paid per post could reach a million euros for celebrities. 

On YouTube, a nano-influencer can earn between 16 and 160 euros and a mega-influencer can earn more than 16,000 euros per mention. In comparison, according to data from the UGT, the average Primary Education teacher earns around €2k/mo. and doctors earn an average of €4,400/mo. 

Demand for these professionals by brands is so high that courses have been created to teach people how to become influencers. For example, the Autonomous University of Madrid (UAM) created a course ‘Intelligence Influencers: Fashion & Beauty’, organized by the Faculty of Psychology and the School of Economic Intelligence of the UAM, together with the collaboration of Ibiza Fashion Week to train the young people in this new profession. 

Influencers are nothing more than a new marketing tool that brands integrate into their strategies in order to generate more sales and a greater brand reputation, and it works. The success of the phenomenon is due to the sense of credibility that the opinions of these content creators bring today. It is not known how long it will last, what is obvious is that influencers have power, and a lot of it, over consumers and kids. 

For media enquiries, contact press@qustodio.com

• With more than 1 billion users across 155 countries, TikTok leads the ranking of the most used social media app in the world. 
• Globally, average TikTok usage has increased 37% during the first five months of 2021 compared to 2020. 
• In Spain, minors now spend an average of 92 minutes a day on the TikTok, which represents an increase of 41.5% over 2020; only behind the United Kingdom, where minors use the app more than 112 minutes per day. 
• Kids in the US spend on average 104 minutes per day on TikTok, just a 19.5% increase over last year. 
• 9 out of 10 TikTok users access the platform more than once a day. 
• TikTok has recently been sued for illegally collecting personal data from millions of children since May 2018. 
• Approximately 7 out of 10 companies plan to use Tik Tok as an e-commerce tool to reach Gen Z. 
• Qustodio has analyzed the growth of TikTok use by minors in Spain, the USA and the United Kingdom in 2021 so far. 

 2020 stands out for many reasons, including the 76% growth in the use of social media, according to data from Qustodio’s annual report on children’s app use. And the protagonist of that app category was TikTok, de-throning Instagram. TikTok, known in China as Douyin, is already present in more than 155 countries, available in 75 languages and has more than 1 billion users, according to the AppAnnie. All this, largely due to its algorithm based on content adapted to the interests of users and that allows anyone to become viral. as well as to a captive audience during the pandemic. 

According to the Qustodio analysis of TikTok usage by minors in 2021 so far in Spain, the USA, and the United Kingdom, the app’s growth hasn’t slowed down yet. Globally, the use of the application by under 18s has increased by 37%, going from an average of 75 min/day to 103 min/day. And, according to data from TikTok itself, 9 of each 10 users access the platform more than once a day. 

In Spain, TikTok growth is even higher. Spanish minors have spent an average of 92 minutes a day on the application compared to the 65 minutes they spent in 2020, an increase of 41.5%; only behind the United Kingdom, where minors spend 60% more time, going from 70 minutes a day to more than 112 minutes per day on average. The lowest growth is found in the United States, which with current use at an average of 104 minutes per day had a 19.5% increase in use by minors. 

What are families worried about? 

TikTok is the most blocked app on the Qustodio platform. Parents are concerned about the excess time minors spend in front of the screen as well as the app’s dangerous “challenges”. The problem not only lies in the physical and psychological problems that minors can suffer from irresponsible use of these types of applications, but they go much further. 

Parents are concerned about the use of their children’s data. Lawsuits are starting to pile up for Tik Tok. Less than two months ago, the United States Federal Trade Commission (FTC) announced that the company had to pay a fine of 4.6 million euros for violating the children’s privacy law. Now, Anna Longfield, a former commissioner for children in the United Kingdom, has just started a judicial process on behalf of 3.5 million children under 13 years of age in which she accuses the social platform of having illegally collected personal data from million children since May 2018, the date on which the General Data Protection Regulation (GDPR) entered into force in the European Union. 

And that’s not all. The amount of data that they are able to move from this platform has caused that almost 7 out of 10 companies plan to use TikTok as an e-commerce tool to reach Generation Z, according to the recent Kantar media reactions survey. 

“We need to establish healthy limits so as not to put our sons and daughters at risk, the data shows us that there is still a long way to go,” says Eduardo Cruz, CEO and co-founder of Qustodio. “Without parental control tools and educating our kids on digital well-being, we are leaving in an extremely vulnerable position, with dangerous short and long-term consequences we are already starting to see.” 

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