Tiktok 2021

 



About the Author Lauren C. Williams is a staff writer at FCW covering defense and cybersecurity. Prior to joining FCW, Williams was the tech reporter for ThinkProgress, where she covered everything from internet culture to national security issues. In past positions, Williams covered health care, politics and crime for various publications, including The Seattle Times. Williams graduated with a master's in journalism from the University of Maryland, College Park and a bachelor's in dietetics from the University of Delaware. She can be contacted at , or follow her on Twitter @lalaurenista. Click here for previous articles by Wiliams.

eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

The top-line spending levels of the bill are in line with the Trump administration's request. However, the White House issued a veto threat against the bill, in large part because of provision that call for renaming military installations named for Confederate generals.

“TikTok had a breakout year in 2019, and it is incredibly popular among teens at this point. Some are spending multiple hours per day on the app, which is a testament to the incredible stickiness of its scrolling video format. But it has yet to develop a strong following among older generations.”

It’s never easy to get out of that cable, internet or phone contract. Service members found that out the hard way when the coronavirus messed up their permanent change-of-station plans this year. DoD put a stop move order out in March, and many families who had already entered into contracts were stuck paying bills in houses they never moved into.

In the U.S., military branches began banning use of the app on work devices in late 2019, following Defense Department-issued guidance. If adopted, the amendment would prohibit TikTok from being downloaded on any government-issued device.

The House of Representatives passed a defense bill for 2021 that authorizes $731.6 billion in defense spending, includes cyber, workforce, acquisition provisions and a ban on the popular social media app Tik Tok on government equipment.

Williams graduated with a master's in journalism from the University of Maryland, College Park and a bachelor's in dietetics from the University of Delaware. She can be contacted at , or follow her on Twitter @lalaurenista.

Williamson said, “This year, we expect new entrants like Firework and legacy players like Instagram and Facebook to take on TikTok. Instagram is a particularly large threat; it recently added new tools to its Boomerang looping-effect feature that mimic similar features on TikTok.”

Business of Apps added that only 9% of U.S. internet users have used TikTok, and 5% are more interested in using the app, with that figure rising to 49% among teens.

“This year, we expect new entrants like Firework and legacy players like Instagram and Facebook to take on TikTok,” Williamson said.  “Instagram is a particularly large threat; it recently added new tools to its Boomerang looping-effect feature that mimic similar features on TikTok.”

A repeat of TikTok’s breakout year in 2019 is not in the cards, according to research firm eMarketer, but the video creation application is still projected to post solid user growth in the U.S. this year.eMarketer said TikTok’s user base grew 97.5% in 2019, and it forecasts a 21.9% uptick in 2020, to 45.4 million at year-end.U.S. user growth is projected to slow into the single-digits by 2022, and eMarketer projects that it will top 50 million by year-end 2021 (reaching 52.2 million) and 60 million as 2024 concludes (60.3 million). eMarketer Earlier this month, app industry analysts Business of Apps estimated that TikTok has 800 million monthly active users worldwide, adding that the app was downloaded 738 million times globally in 2019, with 46 million of those coming in the U.S. Business of Apps added that only 9% of U.S. internet users have used TikTok, and 5% are more interested in using the app, with that figure rising to 49% among teens.eMarketer principal analyst Debra Aho Williamson said in an email, “TikTok had a breakout year in 2019, and it is incredibly popular among teens at this point. Some are spending multiple hours per day on the app, which is a testament to the incredible stickiness of its scrolling video format. But it has yet to develop a strong following among older generations.”App marketing intelligence provider Sensor Tower said last November that TikTok topped 1.5 billion total downloads via the iTunes App Store and Google Play. eMarketer said that in 2020, 21.6% of social networks users in the U.S. will use TikTok at least once per month, and Williamson added, “Properties like TikTok are supporting and creating new forms of self-expression, and brands want to tap into that. It’s an experiment for many marketers. In many ways, TikTok is where Facebook was in the late 2000s, and where Snapchat was three or four years ago.”The research firm also warned of potential speed bumps for TikTok in the form of competition, as well as questions about censorship, data privacy and brand safety due to its Chinese parent company, ByteDance.Williamson said, “This year, we expect new entrants like Firework and legacy players like Instagram and Facebook to take on TikTok. Instagram is a particularly large threat; it recently added new tools to its Boomerang looping-effect feature that mimic similar features on TikTok.”

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