Marketing to Gen Z is now more crucial as TikTok establishes itself as a trusted information source. A new report from DISQO reveals that this generation is increasingly turning to the platform, challenging the conventional view of TikTok as merely an entertainment hub.
DISQO’s analysis of the digital journeys of over 400,000 consumers shows that TikTok users have a 21% higher average cart value when shopping online compared to non-TikTok users.
According to the report, Gen Z respondents are 12% more likely than the general population to use TikTok to find information they couldn’t otherwise obtain. This underscores the importance of adapting marketing strategies to Gen Z.
Furthermore, 55% of consumers have used TikTok in the last month, with 28% reporting daily usage, an 8% increase from the previous year. The platform’s appeal spans various demographic groups, with 54% of frequent users being female and 46% male. Among age groups, Gen Z leads in usage, followed by Millennials, Gen X, and Boomers.
However, the analysis also reveals concerns about data security on the platform. With the looming TikTok ban in the U.S., 86% of users are aware of the proposed legislation, and 52% express concern about the app’s Chinese ownership. Despite these worries, usage continues to climb. These concerns should be considered in marketing to Gen Z.
The newly launched TikTok Shop has also made a significant impact, with 25% of consumers reporting a purchase through this feature since its debut in September 2023. Gen Z shows higher adoption rates: 9% more likely than the general population to have made a TikTok Shop purchase. This is relevant for marketing to Gen Z.
TikTok has also strongly influenced purchase decisions. The report indicates that 60% of regular users have made a purchase based on a recommendation from the platform. Of these, 14% report making such purchases at least weekly, while 15% do so monthly.
Despite the growth of sponsored content, user sentiment towards TikTok advertising remains largely positive. Half of the surveyed consumers describe TikTok ads as “fun and engaging,” “relevant,” “inspiring,” or “trendsetting.” Only a minority find the ads “annoying” or “boring.” These perceptions are essential for marketing to Gen Z.
In the event of a ban, the report suggests that user migration patterns would vary by age and gender. Gen Z will most likely shift to Instagram, while Boomers show a more even distribution across various social media platforms.
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