TikTok usage has skyrocketed, with 21% of Americans now using the app at least weekly. This significant growth, highlighted in a recent YouGov report, comes despite the platform facing increased scrutiny over privacy and foreign influence concerns. TikTok’s rapid expansion underscores its importance in the social media landscape, particularly for marketers aiming to reach young consumers.
Amid Growing Regulatory Challenges, TikTok Usage Soars
The possibility of a TikTok ban in the U.S. has been looming since the Trump administration. This threat became more tangible in April when President Joe Biden signed a bill that includes a clause to ban the platform. TikTok’s parent company, ByteDance, has been given nine months to either sell the platform to a U.S. company or cease operations in the region. In response, TikTok has filed a lawsuit to halt the sell-off.
The “Stop, Shop and Scroll: US TikTok Report 2024” was compiled using YouGov’s extensive database, which includes over 27 million global panel members. The 52-week YouGov Profiles dataset, which is continuously updated, provided the data for this report. It defines a weekly TikTok user as anyone 18 years or older who interacts with the platform at least once a week.
Evolving User Demographics and Market Insights
Despite regulatory hurdles, TikTok remains a crucial platform for marketers. The report highlights that TikTok’s user base is aging. In 2022, 35% of users were aged 18 to 24, but this fell to 25% in 2024. Conversely, the 35 to 44, 45 to 54, and 55 and older demographics saw gains. Additionally, households with weekly TikTok users are more likely to have children (45% compared to 32% of the general population) and live in cities (50% compared to 37%). More than half (55%) of weekly users are women.
“What brands don’t yet realize is that the TikTok audience has matured significantly. We’re seeing that now. A large share of TikTok users are over 35. There was a perception from brands in the past that TikTok was a Gen Z platform, even a teen platform… We see that TikTok users are a very affluent group as well,” said Reuben Staines, head of marketing, Americas, at YouGov.
Public Opinion on Privacy and Potential Ban
Interestingly, TikTok users are more likely to believe that “the government protects my privacy” (42%) compared to the general population (27%). This sentiment is crucial as policymakers push for a ban citing data security concerns. While 46% of the general population supports a TikTok ban, only 34% of TikTok users do. Nearly half (45%) of TikTok users oppose the ban, compared to 27% of the general population.
Implications for Marketers: Advertising and Consumer Behavior
TikTok has become a valuable platform for advertisers, with 64% of weekly users agreeing that advertising helps them decide what to buy, compared to 46% of the general population. Additionally, TikTok users are more likely to trust influencer marketing (47% compared to 27%). Weekly TikTok users also admit to being more impulsive shoppers (59% compared to 45%).
However, this enthusiasm for TikTok marketing hasn’t fully translated into in-app purchases. While 86% of users are aware of TikTok Shop, only 31% have made a purchase, and 28% have never visited the feature despite knowing about it.
For more detailed insights, read the full article on Marketing Dive.