1、Stop,shop and scroll:US TikTok report 2024TikToks shifting demographics,the rise of TikTok Shop,and attitudes toward the impending banLiving consumer intelligence| N I T E D S T A T E SUS TikTok report 20242The changing face of TikTokDespite TikTok now facing a forced selloff or ban in the US,usersh

2、ip has continued to surge.In fact,the number of Americans using TikTok weekly has quadrupled since 2021,with an influx of age 35+users shifting the platforms demographics.What does this mean for brands seeking to engage consumers on the video platform?And does TikTok Shop present a new opportunity f

3、or social commerce?Leveraging YouGov Profiles and YouGov BrandIndex,this report explores the changing face of TikTok in 2024.US TikTok report 20243More Americans support a TikTok ban,but TikTok users generally oppose it.YouGov Surveys:April 26,2024TikTok users:Members of TikTok(n 1,200)34%45%21%46%2

4、7%27%SupportOpposeNot sureCongress recently passed a law that will either force a sale of TikTok to an American company within the next year,or ban its use in the U.S.Do you support or oppose this law?TikTok usersGen popSupport banOppose banNot sureRun a quick surveyUS TikTok report 20244The insight

5、s in this report are drawn from YouGov Profiles andYouGov BrandIndex.YouGov Profiles is an ever-growing source of living consumer data,with 2 million+data variables from YouGovs 27+million global panel members.YouGov Profiles is a 52-week dataset,with data collected continuously and updated weekly.U

6、nless otherwise specified,insights in this analysis reflect a 52-week moving average,and as such should be interpreted directionally.2024-Profiles+USA 2024-03-032023-Profiles+USA 2023-03-052022-Profiles+USA 2022-03-062021 Profiles+USA 2021-03-07*Weekly TikTok users are defined as respondents aged 18

7、+who use TikTok at least once per week.Drawing on YouGov Profiles data,this report uncovers demographic,psychographic,attitudinal,and behavioral consumer metrics.Brand rankings in the final section of the report look at purchase consideration for Weekly TikTok users based on survey responses between

8、 March 1,2023,and February 29,2024.*The March 2021 dataset excludes a few weeks from March 2020.Talk to a researcherProfiling methodologyUS TikTok report 20245Weekly TikTok usage is on the rise in AmericaThe percentage of Americans using TikTok weekly has quadrupled since 2021,up from 5%to 21%.YouGo

9、v Profiles USA:March 2021,March 2022,March 2023,March 2024Weekly TikTok users(18+)(n 32,100)5%11%16%21%2021202220232024Weekly TikTok usage among Americans US TikTok report 20246TikToks demographics are shifting 30%40%42%31%25%67%68%66%48%45%18-2425-3435-4445-5455+Weekly TikTok users who also post or

10、 comment weekly,by age group20222024Talk to a researcherWeekly TikTok users aged 35-44 have grown by 3 percentage-points,while those aged 18-24 have decreased by 10pp since 2022.However,significantly more weekly TikTok users aged 18-24 post or comment than did in 2022(+37pp).YouGov Profiles USA:Marc

11、h 2022,March 2024Weekly TikTok users(18+)(n 32,100),Weekly TikTok posters/commenters(18+)(n 5,500)35%32%16%8%9%25%30%19%13%14%18-2425-3435-4445-5455+Weekly TikTok users,by age group20222024RankAll(18+)18-2425-3435-4445-5455+150%52%48%44%58%54%238%45%43%35%29%29%331%38%35%32%29%26%431%34%35%30%23%21%

12、529%32%29%28%22%20%US TikTok report 20247Whats driving TikTok usage?The top reasons for using TikTok among weekly users are to“watch fun or entertaining content”(50%),“share things I find interesting”(38%),and“keep up to date with celebrities I like”(31%).In contrast,older TikTok users are less moti

13、vated by celebrities and more likely to use TikTok to“follow interesting people/industry experts.”Watching fun/entertaining contentYouGov Profiles USA:March 2022,March 2023,March 2024Weekly TikTok users(18+)(n 750)Top reasons for using TikTok among weekly usersShare things I find interesting or ente

14、rtainingKeep up to date with celebrities I likeKeep up to date with the newsFollow interesting people/industry expertsUS TikTok report 20248Who are weekly TikTok users?Get in touchUS TikTok report 20249Weekly TikTok users are more likely to be female,have children and live in a city55%of weekly TikT

15、ok users are female,versus 51%of gen pop.YouGov Profiles USA:March 2024 Weekly TikTok users(18+)(n 8,100)Gender of weekly TikTok usersExplore more data45%32%Have childrenHousehold type of weekly TikTok usersWeekly TikTok usersGen pop50%of weekly TikTok users are city dwellers versus 37%gen pop.55%Fe

16、male45%MaleUS TikTok report 202410Theyre more likely than the average American to be employed and educated1.YouGov Profiles USA:March 2024 Weekly TikTok users(18+)(n 2,400)Question:Which,if any,of the following options best describes your current employment status?(only showing responses 10%)2.YouGo

17、v Profiles USA:March 2024 Weekly TikTok users(18+)(n 8,100)44%17%10%36%14%6%Working full timeWorking part timeStudentEmployment status of Weekly TikTok users1Weekly TikTok usersGen pop44%of weekly TikTok users work full-time,compared to 36%of the general population.32%29%Weekly TikTok usersGen popHa

18、ve a 4 year or post graduate degree2Working full-timeWorking part-timeUS TikTok report 202411Weekly TikTok users are typically left-leaning and more likely to feel their privacy is protectedAmong the general population,29%identify as liberal,32%as moderate and 26%as conservative.YouGov Profiles USA:

19、March 2024 Weekly TikTok users(18+)(Each age group:n 850)Talk to a researcher42%of weekly TikTok users agree that“the government protects my privacy”versus 27%gen pop.38%37%33%32%37%33%32%38%38%34%17%23%19%21%24%11%8%9%9%6%18-2425-3435-4445-5455+Political ideology among weekly TikTok users,by age gr

20、oupLiberalModerateConservativeNot SureUS TikTok report 202412Theyre more likely to have higher household incomes and think cryptocurrency is the future 30%of weekly TikTok users have a monthly household income over$2,500,+9pp compared to the general population.YouGov Profiles USA:March 2024 Weekly T

21、ikTok users(18+)(n 2,400)36%16%30%18%45%15%21%19%Up to$1,000$1,001 to$2,499$2,500+Prefer not tosayMonthly household disposable incomeWeekly TikTok usersGen pop51%43%32%32%29%18%Cryptocurrencies are thefuture of online financialtransactionsI like to take risks in the stockmarketIm willing to give up

22、my bank account and use cryptocurrency insteadFinancial attitudes agreed with“Cryptocurrencies are the future of online financial transactions”“I like to take risks in the stock market”“Im willing to give up my bank account and use cryptocurrency instead”Prefer not to say$2,500+$1,001 to$2,499Up to$

23、1,000Nearly half of weekly TikTok users say they enjoy movies as a free time activity,+12pp compared to the general population.US TikTok report 202413Movies,shopping,and comedy are popular pastimesYouGov Profiles USA:March 2024 Weekly TikTok users(18+)(n 7,500)53%of weekly TikTok users agree“I keep

24、up to date with current fashion trends”versus 33%gen pop.48%39%35%27%20%36%27%24%19%12%MoviesShoppingComedy showsSporting eventsBeauty salonFree time activitiesWeekly TikTok usersGen popExplore more data53%of weekly TikTok users agree,“I keep up to date with current fashion trends,”versus 33%gen pop

25、.US TikTok report 202414What influences purchasing decisions among weekly TikTok users?YouGov Profiles USA:March 2024 Weekly TikTok users(18+)(n 2,500)Weekly TikTok users are more likely to be influenced by advertising(64%)and product recommendations by celebrities or influencers(47%)than the genera

26、l population.64%of weekly TikTok users agree“Advertising helps me choose what to buy”versus 46%gen pop.47%of weekly TikTok users agree“I trust products recommended by celebrities or influencers”versus 27%gen pop.59%of weekly TikTok users agree“I tend to make impulsive purchases”versus 45%gen pop.US

27、TikTok report 202415TikTok users active across all platformsYouGov Profiles USA:March 2024 Weekly TikTok users(18+)(n 8,400)80%74%71%47%39%27%21%70%53%46%29%21%19%16%FacebookYouTubeInstagramXSnapchatPinterestLinkedInOther social networks used Weekly TikTok usersGen popFor weekly TikTok users,adverti

28、sing is more likely to break through on social media than elsewhere online61%of weekly TikTok users agree“Im more likely to engage with advertisement on social media than on regular websites”versus 40%gen pop.US TikTok report 202416Inside TikTok ShopGet in touchUS TikTok report 20241786%of TikTok us

29、ers are aware of TikTok Shop,but significantly fewer trust TikTok Shop sellers1.YouGov Surveys,March 29-30,2024 Members of TikTok(n 475)2.YouGov Surveys,March 29-30,2024 Members of TikTok aware of TIkTok Shop(n 325);“Not sure”responses excluded31%27%28%14%Which of the following statements best descr

30、ibes your experience with TikTok Shop?1I have purchased something from TikTok shopI have browsed TikTok Shop,but have never purchased anythingI am aware of TikTok Shop but have never visitedI have never heard of TikTok Shop24%37%39%16%42%42%19%40%41%More trustworthyAs trustworthyLess trustworthyComp

31、ared to other ecommerce platforms,I think sellers on TikTok Shop are.2MenWomenAllUS TikTok report 202418Among TikTok users aware of TikTok Shop,clothing is the most likely item they would purchaseYouGov Surveys,March 29-30,2024 Members of TikTok aware of TikTok Shop(n 400)Home decor,beauty products,

32、and art kits&supplies are the next most popular.43%33%32%31%26%24%23%22%21%10%Clothing/fashionHome decorBeautyproductsArts,crafts orhobby suppliesTech productsFood/snacksBrandedmerchandisePet accessoriesFitness andwellnessproductsSubscriptionproductsWhat TikTok users would consider purchasing from T

33、ikTok ShopUS TikTok report 202419TikTok users want deals and to support small businessesYouGov Surveys,March 29-30,2024 Members of TikTok aware of TikTok Shop(n 400)15%17%17%20%25%45%58%The ability to stay in the TikTok appProducts on TikTok Shop are trendierCommunity interaction and engagementNone

34、of the aboveA creator you follow makes money from your purchaseTo support a small businessCoupons or special discountsWhy TikTok users would buy from TikTok ShopNearly three-fifths(58%)of TikTok users aware of TikTok Shop say they would consider purchasing items from TikTok Shop because of coupons o

35、r special discounts,and 45%say they would do so to support a small business.Run a surveyWhy TikTok users would buy from TikTok ShopUS TikTok report 202420Brand rankings among weekly TikTok usersExplore brand tracking21Brand rankings methodologyUS TikTok report 2024Looking at hundreds of thousands of

36、 YouGov panel surveys,we compared brand purchase consideration of weekly TikTok users in America versus the general population.The brands in this section are ranked by the difference in consideration between the two groups.For instance,21.9%of weekly TikTok users would consider the luxury brand Gucc

37、i,but just 10.1%of the general population feel the same.This 11.8 percentage-point difference places Gucci higher in our ranking than Adidas,despite the latter having an overall higher consideration among Weekly TikTok users(18+)(39.4%).Consideration scores are rounded to the nearest decimal point,a

38、nd differences are determined from those rounded scores.This data in this analysis comes from connecting YouGov BrandIndex and YouGov Profiles.Brands must have been tracked for 365 days to qualify for the ranking,which measures consideration sentiment between March 1,2023,and February 29,2024.YouGov

39、 BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 750)*Alcohol brands measured among survey respondents aged 21+Categories considered:Beauty,charities&NGOs,beer&seltzer,spirits,snacks,household&personal care,banking&investment,retail stores,fashion,QSR and consumer electronics.

40、22US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1Nike51.0%33.6%17.42McDonalds52.7%39.8%12.93Smirnoff*28.8%16.2%12.64Gucci21.9%10.1%11.85Dove46.8%35.0%11.86PlayStation25.0%13.5%11.57Dior19.9%8.5%11.48Adidas39.4%28.4%11.09Target50.0%39.5%10.510Amazon Fresh18.7%8.3%10.471246351

41、18912Which brands do weekly TikTok users prefer overall?10YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 850)23US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1Dove46.8%35.0%11.82Sephora23.8%14.2%9.63Nivea30.3%20.9%9.44Ulta Beauty21.6%14.4%7.25LO

42、ral Paris24.3%18.0%6.36CeraVe27.7%21.5%6.27Lush10.3%5.1%5.28M.A.C12.7%7.8%4.99NYX11.6%6.8%4.810Glossier8.0%3.4%4.67124635118912Request more dataWhich beauty brands do weekly TikTok users prefer?10YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,200)24US TikTok report 2

43、024RankBrand nameWeekly TikTok usersGen popDifference1Planned Parenthood28.1%20.3%7.82Human Rights Campaign15.7%9.1%6.63NAACP15.0%9.8%5.24ACLU15.9%11.5%4.45YMCA15.1%11.9%3.26Sierra Club10.7%7.9%2.87National Education Association7.8%5.0%2.88Alzheimers Association15.4%12.6%2.89James Beard Foundation4.

44、9%2.3%2.610American Diabetes Association15.0%12.9%2.17124635118912Which charities&NGOs do weekly TikTok users prefer?10YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(21+)(n 1,000)25US TikTok report 20247124635118912Which beer and seltzer brands do weekly TikTok users prefer?1

45、0RankBrand nameWeekly TikTok usersGen popDifference1Bud Light18.7%11.1%7.62White Claw15.2%9.1%6.13Corona23.3%17.5%5.84Bud Light Seltzer8.6%3.0%5.65Corona Hard Seltzer8.3%3.1%5.26Natural Light8.4%3.7%4.77Heineken21.3%16.7%4.68Budweiser16.0%11.5%4.59Truly Hard Seltzer10.2%6.1%4.110Michelob ULTRA13.1%9

46、.0%4.1Request more dataYouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(21+)(n 750)26US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1Smirnoff28.8%16.2%12.62Hennessy15.8%8.6%7.231800 Tequila15.2%8.1%7.14Titos Handmade Vodka18.4%12.2%6.25Don Julio11.6%5.4%

47、6.26J&B9.5%3.3%6.27Captain Morgan18.6%13.3%5.38Absolut16.5%11.3%5.29SKYY12.2%7.0%5.210Crown Royal19.2%14.4%4.87124635118912Which spirit brands do weekly TikTok users prefer?10YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,000)27US TikTok report 2024RankBrand nameWeek

48、ly TikTok usersGen popDifference1Cheetos44.5%34.4%10.12Smartfood22.0%12.8%9.23Pringles38.0%29.2%8.84Tostitos36.1%30.0%6.15Stacys13.6%7.9%5.76Cheez-It34.5%28.8%5.77Baked Lays22.5%16.8%5.78Doritos44.5%39.0%5.59KIND20.5%15.2%5.310Luna10.2%5.0%5.27124635118912Which snack brands do weekly TikTok users pr

49、efer?10Request more dataYouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,100)28US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1Axe21.0%11.5%9.52Dove Men+Care27.3%19.0%8.33Tampax15.9%8.9%7.04Gillette34.6%27.8%6.85Colgate46.9%40.2%6.76Kotex13.5%8.

50、1%5.47Huggies13.7%8.6%5.18Schick16.0%11.7%4.39Cottonelle29.7%25.8%3.910Dollar Shave Club9.9%6.1%3.8712463511810912Which household and personal care brands do weekly TikTok users prefer?YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,100)29US TikTok report 2024RankBran

51、d nameWeekly TikTok usersGen popDifference1Bank of America21.1%14.5%6.62C9.0%3.5%5.53Coinbase8.7%3.3%5.44JPMorgan Chase19.7%14.5%5.25Cash App10.7%5.7%5.06USAA13.3%9.3%4.07Robinhood8.5%4.7%3.88Capital One17.8%14.3%3.59U.S.Bank10.5%7.0%3.510Wells Fargo13.9%10.5%3.4712463511810912Which banking and inve

52、stment brands do weekly TikTok users prefer?Request more dataYouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,100)30US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1Target50.0%39.5%10.52Amazon Fresh18.7%8.3%10.43Disney Store20.8%12.0%8.84IKEA36.9

53、%28.1%8.857-Eleven14.6%6.0%8.66Costco36.4%30.1%6.37HomeGoods33.1%26.9%6.28CVS34.7%28.6%6.19GameStop22.0%16.0%6.010Stop&Shop11.8%6.2%5.6712463511810912Which retail store brands do weekly TikTok users prefer?YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,200)31US TikTo

54、k report 2024RankBrand nameWeekly TikTok usersGen popDifference1Nike51.0%33.6%17.42Gucci21.9%10.1%11.83Dior19.9%8.5%11.44Adidas39.4%28.4%11.05Tiffany&Co.17.5%7.4%10.16H&M22.2%12.5%9.77Prada15.9%6.4%9.58Puma25.8%16.5%9.39American Eagle24.2%15.0%9.210Forever 2121.5%12.4%9.1712463511810912Which fashion

55、 brands do weekly TikTok users prefer?Request more dataYouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,700)32US TikTok report 2024RankBrand nameWeekly TikTok usersGen popDifference1McDonalds52.8%39.8%13.02KFC33.6%24.7%8.93Taco Bell37.2%28.9%8.34Chipotle31.7%23.6%8.15P

56、anda Express27.1%19.4%7.76Burger King36.0%30.1%5.97Raising Canes15.2%9.6%5.68Sonic27.2%22.1%5.19Cicis Pizza12.3%7.3%5.010Popeyes23.6%19.0%4.6Which QSR brands do weekly TikTok users prefer?712463511810912YouGov BrandIndex USA,March 1,2023 February 29,2024Weekly TikTok users(18+)(n 1,100)33US TikTok r

57、eport 2024RankBrand nameWeekly TikTok usersGen popDifference1PlayStation25.0%13.5%11.52Ninja21.7%13.4%8.33AirPods18.8%10.6%8.24Meta Quest12.1%4.2%7.95Apple44.4%37.0%7.46Nintendo Switch16.7%9.4%7.37Samsung47.2%40.5%6.78Xbox15.4%8.9%6.59JBL18.1%11.8%6.310Google Home13.4%7.4%6.0712463511810912Which con

58、sumer electronics brands do weekly TikTok users prefer?Request demoUS TikTok report 202434Get to know your audience With YouGov Profiles,you can dig deeper into the media consumption habits and attitudes of virtually any target audience including:Customers of a particular brandCategory considerersAf

59、finity audiencesWith YouGov Surveys,you can get quick answers from a targeted audience to inform your strategy:Self-serve and serviced surveysGranular audience targetingResults in as little as 1 hourYouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any st

60、orage,reproduction or distribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the add

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62、ot be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Living Consumer Intelligence| you