TikTok's User Base Expansion and Transformation: Insights from the Data

TikTok has seen a fourfold increase in usage since 2021, with 21% of Americans now using the app weekly. Despite facing scrutiny over privacy and foreign influence, it remains a strong presence in social media. The app serves as a direct connection to young consumers, and a potential ban could impact marketers' strategies. A recent report from YouGov delves into the app's user demographics and what marketers can glean from them.

Discussions of a TikTok ban have been ongoing since the Trump era, but the possibility has never been more imminent. In late April, President Joe Biden signed a bill that includes a provision for banning the platform. ByteDance, TikTok's parent company, has nine months to sell the app to a U.S. firm or halt its operations in the country. TikTok is fighting back against the ban, filing a lawsuit to challenge the forced sale.

The new user, recorded

The report "Stop, shop and scroll: US TikTok report 2024" utilized YouGov's extensive database of over 27 million global panel members. The data in the 52-week YouGov Profiles dataset is collected continuously and updated weekly. Brand rankings in the report were determined based on survey responses from March 1, 2023, to February 29, 2024. According to the report, a weekly TikTok user is defined as a consumer who is 18 years of age or older and interacts with the platform at least once a week.

Despite facing regulatory challenges in the U.S., TikTok remains an important platform for marketers. While it has been popular among brands targeting a younger audience, it's worth noting that the average age of users is increasing. In 2022, 35% of TikTok users were aged 18 to 24, but this decreased to 25% by 2024. There was a smaller decline in the 25 to 34 age group, dropping from 32% in 2022 to 30% in 2024. On the other hand, there was an increase in users aged 35 to 44, 45 to 54, and 55 and older.

Households with a weekly TikTok user are more likely to have children, with a rate of 45% compared to the general population's 32%. In terms of residence, fifty percent of weekly users live in cities, while the general population share is 37%. Additionally, more than half (55%) of weekly users are women.

Reuben Staines, head of marketing, Americas, at YouGov, emphasized that many brands have yet to realize that the TikTok audience has matured significantly. Contrary to past perceptions, a large portion of TikTok users are over 35 years old. Staines also highlighted that TikTok users are not only diverse in age, but they are also a very affluent group.

TikTok users are more likely (42%) to believe that the government protects their privacy, compared to the general population (27%). This is significant, especially when considering the public's opinion on banning TikTok. Policy makers often cite data security concerns as a reason for the potential ban. 46% of the general population supports banning TikTok, while only 34% of TikTok users agree with this stance.

When it comes to opposing a ban, 45% of TikTok users are against it, whereas only 27% of the general population share the same view. Additionally, 21% of TikTok users are unsure about a ban, in contrast to 27% of the general population.

TikTok: A Goldmine for Advertisers

TikTok has become a valuable platform for advertisers, with a majority of weekly users finding advertising helpful in making purchasing decisions. Compared to the general population, TikTok users are more likely to trust influencer marketing and admit to being more impulsive when it comes to making purchases.

Enthusiasm for TikTok marketing has not necessarily led to a high level of purchases within the app. In the Chinese version, in-app shopping is a significant feature, but American users seem to be more cautious. While 86% of users know about TikTok Shop, only 31% have actually made a purchase. Surprisingly, 28% of users have never even visited the shopping feature, despite being aware of it.

One possible reason for this hesitancy towards shopping on the app could be related to consumer trust. Interestingly, 40% of consumers consider sellers on TikTok Shop to be as trustworthy as those on other ecommerce platforms, while 41% view them as less trustworthy. Only a small 19% of users see them as more trustworthy.

However, YouGov suggests that despite some challenges, marketers should not be discouraged by the recent findings. TikTok Shop has shown strong performance, even though American users have different preferences compared to Chinese users.

According to Kenton Barello, the vice president of U.S. enterprise sales at YouGov, American audiences primarily use TikTok for entertainment, DIY projects, and discovering new things. The platform is seen as a fun and entertaining space, with a significant presence of influencers. It may take time for users to fully adopt the app for its various purposes.

When it comes to why consumers choose to shop on TikTok Shop, staying within the TikTok app is the least important factor, with only 15% of users citing it as a reason. Instead, the majority of users, 58%, are drawn to the platform by coupons and special discounts, while 45% are motivated by the opportunity to support small businesses.

Despite facing regulatory challenges, TikTok continues to be a powerful platform for marketers. As TikTok Shop expands, there is a chance to build trust with consumers.

Staines mentioned that brands are still feeling at ease with TikTok and are choosing to be active on the platform. He believes that they are paying attention to the growing number of users on TikTok. Staines also noted that as people start using TikTok Shop, brands are likely to follow the lead of the audience.

Editor's P/S:

The article highlights the growing popularity and influence of TikTok, despite regulatory challenges. Its user base has diversified, with a significant increase in users over 35 years old. This presents marketers with a valuable opportunity to reach a broader audience, particularly those with higher affluence. However, the potential ban on TikTok in the US remains a concern, and marketers should consider the potential impact on their strategies.

TikTok's unique features and user demographics make it an attractive platform for advertisers. Its emphasis on influencer marketing and impulsive purchasing behavior among users offers opportunities for brands to connect with consumers in an engaging and effective way. While in-app shopping on TikTok Shop has not yet gained widespread adoption in the US, it has the potential to become a significant revenue stream for businesses. Marketers should be aware of the challenges and opportunities presented by the platform and adapt their strategies accordingly to maximize their reach and impact on this rapidly growing user base.