TikTok usage has quadrupled since 2021, with 21% of Americans now using the app at least weekly. Despite the platform facing increased scrutiny over privacy and foreign influence, it remains a dominant force in the social media landscape. Its popularity among young consumers makes it a crucial tool for marketers, but a potential ban threatens the progress brands have made in leveraging the platform. A recent report from YouGov sheds light on the app’s user demographics and offers valuable insights for marketers.
While discussions of a TikTok ban have persisted since the Trump administration, the prospect has never been closer to reality. In April, President Joe Biden signed a bill containing a clause that could ban the platform. TikTok’s parent company, ByteDance, has 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 challenge the sell-off mandate.
The “Stop, Shop and Scroll: US TikTok Report 2024” was compiled using YouGov’s extensive database of over 27 million global panel members. The 52-week YouGov Profiles dataset is continuously updated and used to determine brand rankings based on survey responses collected between March 1, 2023, and February 29, 2024. The report defines a weekly TikTok user as anyone 18 years or older who interacts with the platform at least once a week.
Despite TikTok’s regulatory challenges in the U.S., it remains an important platform for marketers. While the app has traditionally been popular among younger demographics, the average age of users is increasing. In 2022, 35% of TikTok users were aged 18 to 24, but this dropped to 25% in 2024. Meanwhile, the 25 to 34 age range saw a smaller decrease from 32% to 30%. Notably, there were gains in the 35 to 44, 45 to 54, and 55 and older demographics.
Households with a weekly TikTok user are more likely to have children compared to the general population, at a rate of 45% to 32%. Additionally, 50% of weekly users live in cities compared to 37% of the general population, and 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.
Interestingly, TikTok users are more likely to believe that “the government protects my privacy” compared to the general population, at a rate of 42% to 27%. This belief is significant given the public debate over a potential TikTok ban. While 46% of the general population supports a ban, only 34% of TikTok users agree. Nearly half (45%) of TikTok users oppose a ban, compared to just 27% of the general population.
TikTok has proven to be a goldmine for advertisers. A substantial 64% of weekly TikTok users agree that advertising helps them decide what to buy, compared to just 46% of the general population. TikTok users also show a higher level of trust in influencer marketing, with 47% trusting it compared to 27% of the general population. Additionally, 59% of weekly TikTok users admit to making impulsive purchases, compared to 45% of the general population.
However, the 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 https://www.marketingdive.com/news/tiktok-users-evolve-age-what-numbers-say/716049/
