跨境电商必看：12条关于TikTok的数据真相
大家好我是锦年，是跨境电商自媒体人，致力于tiktok的资讯分享。如今，tiktok在海外发展得如火如荼，许多小伙伴都跃跃欲试。今天，锦年就和大家聊聊12条关于TikTok的数据真相。
Hi everyone, I'm Jinnian, a cross-border e-commerce content creator focused on TikTok insights. Currently, TikTok is booming overseas, and many entrepreneurs are eager to explore this platform. Today, I'll share 12 key data insights about TikTok.
1、14亿月活用户 | 1.4 Billion Monthly Active Users
TikTok目前月活用户数已突破14亿，相对于30亿月活的脸书，7亿月活的抖音，全球49.5亿网民数量来说，Tiktok仍存在巨大增长空间，相当于几年前正处于高速增长期的抖音，对跨境电商卖家来说，是一个新的市场机会。
TikTok has surpassed 1.4 billion monthly active users (MAU). Compared to Facebook's 3 billion MAU and Douyin's 700 million MAU among 4.95 billion global internet users, TikTok still has enormous growth potential - similar to Douyin during its rapid growth phase years ago. This presents new market opportunities for cross-border e-commerce sellers.
2、90分钟日均使用时长 | 90 Minutes Daily Usage
TikTok用户日均使用时长超过90分钟，抖音约为110分钟、油管约为70分钟时长，TikTok有较强的用户的吸引力。
TikTok users spend over 90 minutes daily on average (compared to 110 minutes on Douyin and 70 minutes on YouTube), demonstrating strong user engagement.
3、150+个国家和地区 | Available in 150+ Countries
Tiktok用户遍布全球150+个国家和地区，美国和印尼月活用户超过1亿，在东南亚等电商新兴市场与发达市场均有良好的用户基础。
TikTok serves users across 150+ countries/regions, with over 100 million MAU in both the U.S. and Indonesia. It has established solid user bases in both emerging e-commerce markets (like Southeast Asia) and developed markets.
4、75%年轻用户 | 75% Young Users
TikTok用户呈现高度年轻化，其中，18-24岁用户占比43%，25-34岁用户占比32%，合计占比接近75%。
TikTok's user base is highly youthful: 43% aged 18-24 and 32% aged 25-34, totaling nearly 75% young users.
5、40亿美元广告收入 | $4 Billion Ad Revenue
21年TikTok广告收入为近40亿美元，其22年的目标是达到120亿美元，相比Facebook千亿美金的广告收入，TikTok的商业化仍处在初期，TikTok广告ARPU近两年的水平甚至低于 Facebook在2013年的水平，具备非常大的增长空间。
In 2021, TikTok generated nearly $4 billion in ad revenue, with a 2022 target of $12 billion. Compared to Facebook's $100 billion ad revenue, TikTok's monetization is still in early stages, with ARPU even lower than Facebook's 2013 level - indicating massive growth potential.
6、30%相对广告投放成本 | 30% Lower Ad Costs
根据JungleAPP进行的广告投放测试，相比Facebook和 Instagram，TikTok广告投放的CPC(点击成本)、CPM(曝光成本)仅为后者的30-40%。
According to JungleAPP tests, TikTok's CPC and CPM are only 30-40% of Facebook/Instagram's costs.
7、10%成本节约 | 10% Cost Savings
根据Varos进行广告投放测试的数据显示，广告主在TikTok获得一个购买成交的价格比Facebook便宜10%以上。
Varos data shows advertisers achieve 10%+ lower cost-per-purchase on TikTok vs Facebook.
8、63%用户信任度 | 63% User Trust
TikTok平台开诚布公、不加过度修饰的内容调性，增加了用户信任度。MarketCas报告显示，63%的用户表示，TikTok上的广告内容值得信赖，比其他平台的可信度高出1.4倍。
TikTok's authentic, unpolished content style builds user trust. MarketCas reports 63% users find TikTok ads trustworthy - 1.4x higher than other platforms.
9、4700亿美元GMV目标 | $470B GMV Target
22上半年TikTok Shop的GMV超过10亿美元，官方宣布5年内要实现4700亿美元GMV，其电商业务存在着巨大的增长空间，这对本地商家及跨境商家来说，都意味着新的机会。
TikTok Shop achieved $1B+ GMV in H1 2022, with an official $470B 5-year GMV target - signaling massive e-commerce growth opportunities for both local and cross-border merchants.
10、90%GMV来自东南亚 | 90% GMV from SEA
东南亚地区在TikTok闭环电商GMV占比达90%以上，以印尼为代表的东南亚地区目前是TikTok电商GMV的主要贡献地区，但是客单价偏低(5美元左右)，而英国地区的客单价较高(10~20美元)。
Southeast Asia contributes 90%+ of TikTok's closed-loop e-commerce GMV, led by Indonesia. However, SEA's average order value is low (~$5) compared to UK's higher AOV ($10-20).
11、60%GMV来自核心品类 | 60% GMV from Core Categories
个护美妆、大服饰、珠宝配饰是核心品类(和国内的内容电商类似)，TikTok Shop在印尼和英国地区的品类构成上，个护美妆+服饰鞋包两个类目的GMV占比均达到了60%左右。
Personal care/beauty, apparel, and jewelry (similar to China's content e-commerce) are core categories, contributing ~60% GMV in both Indonesia and UK markets.
12、52%年轻电商用户 | 52% Young E-commerce Users
TikTok 电商用户整体偏年轻化，35岁以下的用户占比52%，全球电商用户该比例为41%。
52% of TikTok's e-commerce users are under 35 (vs 41% global average), showing its youthful buyer demographic.
今天的分享就到这里，更多的TK干货内容，欢迎来找锦年交流。
That's all for today. For more TikTok insights, feel free to connect with Jinnian.
