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Alongside MAU growth, there is also one important metric in determining the potential growth of DAU – user stickiness. User stickiness refers to user’s willingness to return to and repeatedly use the product (Chiang & Hsiao, 2015). In other words, it shows the frequency of user engagement of on certain product. To put it in a quantifiable term, user stickiness can be explained by the ratio of DAU to MAU (DAU/MAU) – the proportion of monthly users who use the product on a daily basis. A DAU/MAU of 50% means that on average, users use the app 15 days out of a month; a DAU/MAU of 100%, with the same principle, then reflects the every-day usage of the app in a month. Figure 13 depicted the development of user stickiness of Douyin, Weibo, Facebook, and Douyin’s biggest competitor in China – Kuaishou. We observe that the user stickiness of the two short video apps are clearly lower than Facebook, but are slightly higher than Weibo. However, as Facebook and Weibo has been established for a longer time period thus are at a rather mature stage, it makes limited sense to compare Douyin with them – though it gives an overview on the industry. 70% 60% 50% 40% 30% 20% 10% 0% Douyin Kuaishou Weibo Facebook Figure 13: Development of user stickiness of Douyin, Kuaishou, Weibo, and Facebook25 Zooming in to look closer into the two competitors, Douyin’s users seem to be less ‘sticky’ than Kuaishou – users of Kuaishou use the app on more days than those of Douyin do. Founded in 2011 25 Source: Weibo Annual Report, 2014 – 2018; Facebook Annual Report, 2010 – 2018; QuestMobile - 41 - Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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