ByteDance apps Toutiao, Douyin engage Chinese consumers longer than Tencent’s WeChat, survey says

TikTok owner ByteDance is engaging China’s consumers longer through its popular apps Douyin and Jinri Toutiao, compared with rival Tencent Holdings’ multipurpose social media platform WeChat, according to a new survey from analytics firm TalkingData.

Users of Douyin, the Chinese-language version of hit short video-sharing app TikTok, spent a daily average of 72.9 minutes. As of August, Douyin had more than 600 million daily active users.

Super app WeChat, marketed as Weixin on the mainland, engaged its users by a daily average of 60.6 minutes, according to TalkingData. It did not say the exact period when this survey was conducted this year. Combined monthly active users of WeChat and Weixin reached 1.2 billion at the end of June.

Users of Tencent-backed short video app Kuaishou and social e-commerce platform Xiaohongshu, in which both Tencent and Alibaba Group Holding are investors, have spent an average of nearly one hour daily on each of those apps, according to the survey. Alibaba is the parent company of the South China Morning Post.

Other everyday apps for Chinese consumers, including Weibo and Zhihu , recorded a daily average of less than an hour in the survey.