Stop, shop & scroll: US TikTokers report 2024
April 30th, 2024, YouGov

Stop, shop & scroll: US TikTokers report 2024

Exploring the shifting demographics and preferences of TikTok usersDownload report

TikTok usage up 4x since 2021

Despite mounting political pressure, TikTok’s popularity among Americans continues to balloon, with more than a fifth of US adults using the video app weekly.

What does this massive influx of regular users mean for the zeitgeist of TikTok? How have TikTokers’ demographics, finances, shopping habits, and brand preferences shifted?

Leveraging YouGov Profiles and YouGov BrandIndex, this report explores the new faces of TikTok in 2024.​ Download the new report to learn:

  • How has TikTok’s userbase evolved since 2021?
  • What are the political leanings of the average TikToker?
  • Which product categories have seen the most traction on TikTok Shop, and what’s compelling TikTokers to use the ecommerce marketplace?
  • Which brands are over-indexing with TikTokers across beauty, charities, fast food, tech, and more?