TikTok utilization has quadrupled since 2021, with 21% of Individuals now utilizing the app a minimum of weekly. Whereas the platform has confronted elevated scrutiny over privateness and overseas affect, it stays a strong pressure within the social media panorama. It has grow to be a seemingly direct line to younger shoppers, and a ban threatens the inroads entrepreneurs have made in that regard. A latest report from YouGov seems to be at which shoppers are utilizing the app and what entrepreneurs can be taught from it.
Whereas talks of a TikTok ban have been occurring because the Trump administration, it has by no means been nearer to actuality. On the finish of April, President Joe Biden signed a invoice containing a clause which might ban the platform. TikTok’s father or mother firm, ByteDance, has 9 months to both promote the platform to a U.S. firm or stop operation within the area. TikTok has pushed again on the movement, submitting a lawsuit in an try to cease the sell-off.
The “Cease, store and scroll: US TikTok report 2024” was compiled with YouGov’s database of over 27 million international panel members. The 52-week YouGov Profiles dataset accommodates information that’s collected constantly and up to date weekly. Model rankings had been decided primarily based on survey responses between March 1, 2023, and Feb. 29, 2024. The report defines a weekly TikTok person as shoppers 18 years of age and older who work together with the platform a minimum of as soon as every week.
The brand new person, recorded
Regardless of TikTok’s regulatory challenges within the U.S., for now it stays an necessary platform for entrepreneurs. And whereas TikTok has been a go-to for manufacturers who need to attain the youthful demographic, it’s necessary to notice that the typical age of customers is climbing. In 2022, the share of TikTok customers aged 18 to 24 was 35%, falling to 25% in 2024. A much less dramatic drop was noticed within the 25 to 34 age vary, which fell from 32% in 2022 to 30% in 2024. Features had been made within the 35 to 44 demographic, the 45 to 54 demographic and the 55 and older demographic.
Households with a weekly TikTok person are additionally extra more likely to have kids in comparison with the final inhabitants, at a charge of 45% to 32%. Fifty-percent of weekly customers stay in cities in comparison with the final inhabitants share of 37%. Greater than half (55%) of weekly customers are ladies.
“What manufacturers do not but notice is that the TikTok viewers has matured considerably. We’re seeing that now. A big share of TikTok customers are over 35. There was a notion from manufacturers previously that TikTok was a Gen Z platform, even a teen platform… We see that TikTok customers are a really prosperous group as effectively,” mentioned Reuben Staines, head of selling, Americas, at YouGov.
Curiously, TikTok customers usually tend to agree with the assertion, “the federal government protects my privateness” in comparison with the final inhabitants, at a charge of 42% to 27%, respectively. This determine turns into of even larger notice when contemplating public opinion towards a TikTok ban. Coverage makers have largely used information safety as help for such a movement. Forty-six p.c of the final inhabitants helps a TikTok ban, in comparison with 34% of the app’s customers.
Almost half (45%) of TikTok customers oppose a ban, in comparison with simply 27% of the final inhabitants. Twenty-one p.c of TikTok customers stay not sure a couple of ban, in comparison with 27% of the final inhabitants.
Swipe to buy
TikTok has confirmed to be a goldmine for advertisers. Effectively over half (64%) of weekly TikTok customers agree that promoting helps them choose what to purchase, in comparison with simply 46% of the final inhabitants. TikTok customers are additionally extra more likely to belief influencer advertising and marketing than the final inhabitants, at a charge of 47% to 27%, respectively. Weekly TikTok customers admit to being extra impulsive, with 59% of customers agreeing they “are inclined to make impulsive purchases” in comparison with 45% of the final inhabitants.
Nevertheless, enthusiasm for TikTok advertising and marketing hasn’t essentially translated into enthusiasm for making purchases within the app. In-app procuring is a serious characteristic within the Chinese language model of the app, however American customers have confirmed extra cautious. Whereas 86% of customers are conscious of TikTok Store, solely 31% have bought one thing. Twenty-eight p.c of app customers have by no means visited the characteristic regardless of being conscious of it.
In the end, any hesitancy associated to procuring within the app could boil all the way down to client belief. Whereas 40% of shoppers report that they view sellers on TikTok Store as being simply as reliable as different ecommerce platforms, 41% see them as much less reliable. Solely 19% of customers view them as extra reliable.
Nevertheless, such findings shouldn’t postpone entrepreneurs, in accordance with YouGov. Regardless of some setbacks, TikTok Store has put up a robust efficiency. It’s additionally necessary to notice that American audiences need very various things from the app than a Chinese language viewers.
“The way in which that we’re utilizing it, it is far more targeted on leisure, and utilizing issues for DIY tasks, and figuring issues out,” mentioned Kenton Barello, vice chairman of U.S. enterprise gross sales at YouGov. “We’re utilizing it for enjoyable, for leisure, after which it’s a huge presence for influencers. So adoption, it simply takes time.”
When contemplating what drives shoppers to make a purchase order utilizing TikTok Store, the flexibility to remain within the TikTok app is the final motive that attracts customers to buy (15%). Over half, 58%, listed coupons and particular reductions whereas 45% listed the flexibility to help a small enterprise as their causes to purchase via the platform.
In the end, TikTok stays a robust platform for entrepreneurs regardless of the regulatory strain. As TikTok Store grows, there’s a chance to achieve client belief.
“Manufacturers are nonetheless feeling snug about TikTok and being current there. I believe they’re following the viewers numbers,” mentioned Staines. “They see individuals adopting TikTok Store, and I believe they observe the cues of the viewers.”
