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TikTok has been making waves in the news recently. The social media giant captured attention over Black Friday by tripling its sales to over $100 million on its e-commerce platform, TikTok Shop. Shortly after, it found itself in the spotlight again with news that the law that could lead to a ban of its app in the U.S. could move forward, with the ban likely taking effect in January. Most recently, TikTok requested a pause on the ban until the Supreme Court and the incoming Trump administration can weigh in. Amid these developments, CivicScience explored the state of TikTok, its role during the holiday season through TikTok Shop, and how consumers feel about the imminent possibility of a ban.
The State of TikTok: Half of Gen Z Use TikTok Daily
With over 148 million monthly unique users in the United States, the implications of a ban would be far-reaching, especially among Gen Z, which makes up the majority of their users. CivicScience’s ongoing tracking shows that 21% of U.S. adult respondents use TikTok daily, a percentage that more than doubles to 50% among Gen Z (up from 45% in 2023). Compared to other social media platforms among young adults aged 18-24, TikTok ranks third in daily usage behind Instagram (56%) and YouTube (53%). Whereas TikTok is more popular than Snapchat, Twitter/X, and Facebook among this demographic.
TikTok Shop Garners More Interest From 2023, Making It a Popular Destination for Holiday Shopping
TikTok Shop is rapidly emerging as a popular platform for consumers to discover and purchase products directly through the app, changing the face of e-commerce. Adoption is growing rapidly, with 17% of U.S. adults reporting they’ve used TikTok Shop – more than doubling from 8% in September 2023 when the platform launched in the U.S. Additionally, 13% of respondents say they haven’t used it yet but plan to, compared to just 7% last year.
This rising interest has positioned TikTok Shop as a go-to destination for holiday shopping. According to CivicScience data, nearly a third of TikTok Shop users say they’ve either purchased a holiday gift or are planning to purchase one from the platform. Among Gen Z adults aged 18-24, this figure jumps to 51%, highlighting the platform’s strong appeal to younger consumers.
Join the Conversation: Have you shopped for a gift using TikTok Shop this year?
Consumers Have Grown More Indifferent on a TikTok Ban
How do consumers feel about the looming TikTok ban, which could come as early as January 2025? When CivicScience first pulsed respondents, 53% said they supported the effort to ban TikTok, but now that number has declined to 49%. Meanwhile, indifference toward such a ban has grown, with 35% of respondents now saying they have no strong feelings on the matter, up from 31% previously. That said, consumers are more likely to favor a TikTok ban than oppose one.
Answer our Poll: Do you think TikTok should or should not be banned in the US?
Overall, TikTok’s presence in e-commerce and social media remains widespread, with TikTok Shop solidifying its position as an outlet for holiday shopping, particularly among Gen Z consumers. However, with the uncertainty of a looming ban, its future in the U.S. remains unclear. This potential disruption raises questions about how consumers and businesses will adapt, especially during key shopping seasons. Regardless of what lies ahead, TikTok has already left a lasting mark on the intersection of social media and e-commerce.
