TikTok views lead to shares, research, purchases—especially among women

Key stat: Women are more likely than men to take actions after watching a TikTok, according to April 2024 data from DISQO. For example, women are 9% more likely than men to make a purchase after watching a TikTok video (31% vs. 22%).

Beyond the chart:

• Over one-fifth (20.2%) of US marketplace buyers made a purchase from TikTok Shop in the seven months following its launch, according to an EMARKETER survey.
• Gen Z is the most likely demographic to make a purchase on TikTok Shop, according to Morning Consult research. Roughly 40% of Gen Zers ages 18 to 26 and 24% of those ages 13 to 17 have made at least one purchase on the platform, versus only 37% of millennials and 14% of Gen X.
• US TikTok users ages 18 to 24 scroll the platform for 73 minutes (1:13) a day, more than any older age group, according to our forecast.

Use this chart:

• Find ways to engage users after they watch a TikTok.
• Support investments in TikTok advertising.
• Showcase the potential for product research and purchases on TikTok.

More like this:

• Mythbusting TikTok Shop, sustainability, and impulse buys: What really drives Gen Z to make a purchase?
• Gen Zers’ Netflix use is catching up to TikTok use
• 5 key stats showing how to reach different kinds of TikTok users after TikTok
• Almost all US TikTok shoppers are also using Amazon

Note: Respondents were asked, "What have you done after watching a TikTok video? Select all that apply."

Methodology: Data is from the June 2024 DISQO report "TikTok Advertising 2024." 15,243 US adults were surveyed during April 17-19, 2024. In addition, 430,284 DISQO audience members who have opted into digital journey metering between November 2023-April 2024.