CHICAGO – With the potential for a ban of TikTok on the horizon, manufacturers and entrepreneurs are working to know the viewers for this platform and anticipate the place they could go if the favored byte-sized video app bites the mud.
A recently released study from Numerator sheds gentle on who the generic “TikTok” consumer is, what their consumption habits are like, in addition to among the key demographic and social currents underlying its utilization on a bigger scale.
The research discovered that, whereas TikTok customers skew youthful, their habits trend toward social media consumption on the whole slightly than a strict choice for particular apps.
In keeping with Numerator psychographics information cited within the research, 31 p.c of U.S. adults use TikTok, making it the fifth hottest social media app behind Fb, YouTube, Instagram and Pinterest. TikTok is very well-liked amongst Gen Z, with 76 p.c utilizing it. Utilization drops with older generations: 40 p.c of Millennials (fourth-most-used app), 36 p.c of Gen X (fifth-most-used app), and 18 p.c of Boomers (sixth-most-used app).
The research discovered that 53 p.c of Gen Z customers spend 1-2 hours every day on TikTok in contrast with 40 p.c of all customers. Gen Z customers are additionally 51 p.c extra prone to think about social media on the whole as essentially the most influential promoting touchpoint. Subsequently, manufacturers focusing on youthful customers would possibly discover TikTok adverts notably efficient, however they’re in no way the one touchpoint for this demographic.
Influencers reign supreme on TikTok, no secret to anybody who has used the app, and the research discovered this to be true. TikTok customers are virtually twice as prone to comply with celebrities and influencers on social media in contrast with the final inhabitants. In keeping with Numerator’s Influencer & Superstar Affect on Procuring Habits report, over half of Gen Z influencer model purchasers find out about a model’s reference to an influencer, the best of any technology.
Moreover, TikTok customers spend extra time on their cellular units, with 41 p.c utilizing them for greater than six hours every day, in contrast with 31 p.c of all customers. The preferred content material on TikTok contains comedy, leisure, recipes and life hacks, whereas solely 26 p.c of customers use the app to find out about information and world occasions.
Tik Tok ban?
The research additionally went into what would possibly occur to Tik Tok store within the occasion of a ban. It discovered that TikTok Store is full of adverts, and its buyers are sometimes on the decrease finish of the earnings spectrum, extra prone to be Gen-Z and to establish as LGBTQ.
The Tik Tok store consumer is spending a mean of $28 on the platform 3 times a yr and is 4x extra prone to store at Temu, 3x extra seemingly to make use of DoorDash, 2.5x extra seemingly to make use of UberEats, and 2x extra prone to store on-line at manufacturers like Ulta, Kohl’s and Goal.
The potential TikTok ban has made nationwide information, and the research exhibits that U.S. customers, particularly TikTok customers, are paying consideration. Amongst all U.S. customers, 40 p.c are very conversant in the ban, whereas 13 p.c are unaware of it. Greater than half (53 p.c) mentioned they might be impartial if the ban occurred, 30 p.c mentioned they might be considerably or very blissful, and 17 p.c could be upset.
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