TikTok continues to surge in popularity, with recent data revealing that 21% of Americans now engage with the platform weekly, marking a quadruple increase since 2021. Despite ongoing regulatory challenges and discussions of potential bans, TikTok remains a pivotal player in the social media landscape, particularly among younger demographics.

A recent YouGov report highlights TikTok’s diverse user base, emphasizing its appeal across various age groups and household compositions. While traditionally seen as a Gen Z stronghold, the platform has seen a shift in demographics, with older age groups showing increased participation. The percentage of users aged 18 to 24 dropped from 35% in 2022 to 25% in 2024, while those aged 35 and above have seen proportional increases.

Reuben Staines, head of marketing at YouGov Americas, notes the evolving perception of TikTok, stating, “What brands don’t yet realize is that the TikTok audience has matured significantly.” This shift challenges previous notions that TikTok solely caters to teens, highlighting its appeal to affluent demographics and families.

The report also delves into user sentiment regarding privacy and purchasing behavior. Interestingly, TikTok users exhibit higher trust in influencer marketing and are more likely to make impulsive purchases compared to the general population. Despite this, adoption of TikTok’s in-app shopping features in the U.S. remains modest, with only 31% of aware users making purchases.

Public opinion regarding a TikTok ban reveals divided sentiments, with 45% of users opposing it, highlighting a disparity from the 27% opposition among the general population. This discrepancy underscores TikTok’s entrenched position among its user base despite external scrutiny.

Looking forward, TikTok’s role as a powerful advertising platform is clear, with a majority of users influenced by ads and engaged with influencer content. As the platform continues to evolve, its ability to adapt to regulatory challenges while maintaining user engagement will be pivotal.

For further insights into TikTok’s demographic shifts and user behaviors, read the full article on Marketing Dive.