Consumer Behavior

One third of US consumers loving TikTok

Photo: Adobe Stock

June 28, 2024

When it comes to consumer adoption of TikTok 31% of U.S. adults are using the social media app, making it the fifth most-popular behind Facebook, YouTube, Instagram and Pinterest, respectively.

That's a prime finding of a Numerator report on consumer behavior that comes as TikTok parent company, ByteDance, is being pressured to sell off its U.S. division, according to a press release.

Additional findings include:

• TikTok Shop shoppers are more likely to be low-income, LGBTQ+, Gen Zers, and spend an average of $28 on TikTok Shop three times a year. They are 4x more likely to shop at Temu, 3x more likely to use DoorDash, 2.5x more likely to use UberEats, and 2x more likely to shop online at Ulta, Kohl's and Target.
• TikTok falls in popularity through the generations — 76% of Gen Z uses it, 40% of millennials, 36% of Gen X, and 18% of Boomers.
• TikTok users spend more time on their mobile devices — 41% say they use mobile devices for more than six hours per day, compared to 31% of all consumers.
• Should TikTok be banned, consumers plan to shift to Facebook (47%), Instagram (44%), and Youtube (40%).