BY Rachel Cagle
You and your client may think of TikTok as a social media platform that only young kids use. That was primarily the case before the pandemic. But now, more adult consumers have been downloading the app. Boredom and curiosity, fueled by social distancing, drove the number of people using the app to nearly double.
TikTok on the COVID-19 Clock
According to research from Comscore detailed in a recent article, in March 2020, TikTok had 28.8 million app users who were over the age of 18. By March of this year, that number skyrocketed to 54.6 million. While the pandemic definitely supercharged the numbers of adults flocking to the social video app, Comscore says that the growth wasn’t entirely out of the blue. Since October 2017, the number of American adults downloading TikTok has been steadily growing year-after-year. That means that, since the app became available in the U.S., its popularity had been steadily growing among consumers of all ages.
Demographics
While most adult TikTok users are from younger generations, all age groups have some representation on the app. The age distribution among American adults on the app is:
- 18- to 24-year-olds: 29.9%
- 25- to 34-year-olds: 24%
- 35- to 44-year-olds: 18.4%
- 45- to 54-year-olds: 14.6%
- 55- to 64-year-olds: 9.6%
- Over the age of 65: 3.5%
While the age data isn’t overly surprising, the annual household income of adult TikTok users is. As of March 2021, the adults in the U.S. who are active TikTok users have annual household incomes of:
- Over $100,000: 41%
- Between $75,000 and $100,000: 14%
- Less than $25,000: 13.2%
- Between $40,000 and $60,000: 12.6%
- Between $60,000 and $75,000: 9.9%
- Between $25,000 and $40,000: 9.3%
So, based on this data, the effort to put your client’s ads on TikTok is completely worthwhile. Not only are more consumers across all age groups actively using the app, most users have tremendous buying power.
Also, just in case you were wondering, TikTok is more popular among women than men.
AudienceSCAN Data
Do you think your clients will need more convincing before they’ll agree to creating TikTok ads? Let’s take a quick look at the AudienceSCAN data for TikTok Users available on AdMall by SalesFuel.
Along with all the buying power and the reach of the app, TikTok users are also 114% more likely than other consumers to say that ads on their mobile apps are useful. Additionally, within the last year, 75.6% of TikTok Users took action after seeing an ad on social media and 68.8% were driven to action by ads they either received via text message or saw on their mobile smartphone apps. 30% of these consumers also believe that stores that advertise are typically better than those that don’t advertise. Imagine what their opinion of your client will be if/when they see your client’s ads on an up-and-coming social media platform.
TikTok has the reach. Its users have the buying power. Now all that’s missing are your client’s ads.