New Study Shows Google and Meta Are Beating TikTok at Mobile User Acquisition

The rapid rise of TikTok has led many to assume that the era of the old titans is finally past, since this Chinese social media app has seen a growth rate that is far beyond previous records. The upstart platform has upset the balance of the tech industry, with many major tech companies seeing mass user migration to this platform. In spite of the fact that this is the case, TikTok might not be quite as popular among a particular segment: mobile user acquisition (UA) managers.

Data that was published by Zoomd revealed that Google and Facebook were the most popular platforms for mobile UA managers with all things having been considered and taken into account. What’s interesting is that this trend is continuing despite Apple’s recent policy changes that turned third party tracking off by default.

With all of that having been said and now out of the way, it is important to note that TikTok is still seeing a stellar growth rate in this niche. TikTok was the most popular platform for user acquisition over the holiday season, and the platform is expected to see an incredible 184% rate of growth in terms of user revenue in 2022.

There also seems to be a lot more emphasis on iOS ads, with 60% of respondents to this survey stating that they plan increase budgets for Apple device user acquisition. Focusing more on iOS, this operating system is seeing 72% of user acquisition managers increasing their budget because of the fact that this is the sort of thing that could potentially end up helping them overcome the troublesome restrictions that Apple has now placed on third party data collection.

The dominance that Google and Meta are showing in this field might just be the leftover inertia from their period of growth in the past decade, but it is also intriguing that TikTok isn’t winning in every single metric. The fast growth rate of this app across the board might not allow Google and Meta’s dominance to last much longer though, especially when iOS user acquisition budgets increasing.

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