INSIGHTS Consumer Adoption of TikTok on the Rise By Staff Monday, July 1, 2024 10:35 AM “When it comes to consumer adoption of TikTok, 31 percent of U.S. adults are using the social media app, making it the fifth most-popular behind Facebook, YouTube, Instagram and Pinterest, respectively.”That's a prime finding of a Numerator report on consumer behavior that comes as TikTok parent company, ByteDance, is being pressured to sell off its U.S. division.