TikTok's Growth & Shifting Demographics
Weekly TikTok usage has tripled since 2021.
Older audiences are growing (35-44), while Gen Z usage slightly declines.
Engagement is increasing, with more users posting and commenting.
Although facing potential bans, TikTok users are active on other platforms.
TikTok Shop: Rising Awareness & Trust Concerns
58% of users have browsed or bought on TikTok Shop.
Clothing is the most popular purchase category.
Users seek deals and want to support small businesses.
Trust remains a hurdle, with 41% finding sellers less trustworthy than other platforms.
Opinions on a Potential TikTok Ban
Americans are divided on banning TikTok.
45% of TikTok users oppose a ban, 34% support it.
Implications for Brands & Marketers
Despite uncertainty, TikTok's growing user base and engagement make it attractive.
Target older audiences along with Gen Z.
TikTok Shop is gaining traction, ideal for smaller, affordable items like clothing.
Promote deals and consider positioning yourself as a small business to build trust.
Monitor the potential ban situation, but don't abandon the platform entirely.
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