Nearly one in five British toddlers are already on TikTok.

Nearly one in five British toddlers are already on TikTok. We’ve known for some time now that the next generation is already scrolling on social media, and our WE social media monitor found that the vast majority of European parents are letting their kids use some kind of social platform, with just 21% saying their kids use none. “Social media platforms” are also one of the top streaming platforms Millennial parents are letting their kids watch, after Netflix, YouTube, and basic cable. And when asked what social media platforms their kids are using, 33% of Millennial parents report that their kids are on TikTok, which is their most-used platform after YouTube and WhatsApp. A recent study found that 16% of British three-to-four-year-olds—and one-third of five-to-seven-year-olds—are on TikTok, and it may be affecting their attention span. Millennial parents recently reported they’re concerned about their kids’ screen time, but the pandemic has also made them more lenient on limiting screen time. With the TikTok trend engine only getting bigger (and more influential), it’s only a matter of time before the next generation fully signs on. (Evening Standard)