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Dive Brief:
- Nearly one-third of TikTok users have made a purchase on TikTok Shop in the past year, according to a survey of over 1,000 U.S. adults by YouGov released last month.
- Of these shoppers, two in five spent less than $50. Just 2% reported spending more than $500.
- While most transactions on TikTok Shop are smaller impulse buys, a small margin of users are willing to make larger purchases on the platform, YouGov found. The top categories for TikTok Shop buyers is apparel followed by electronics, home goods and food.
Dive Insight:
While the TikTok app’s user base mostly favors younger generations, shoppers aged 35 to 54 are the most active on TikTok Shop, the survey found. Over 40% of these shoppers say they bought from TikTok compared to 26% of millennials and Gen Z aged 18 to 34.
Price is more important than influencer culture when it comes to TikTok Shop, YouGov found. Over half of TikTok shoppers are primarily motivated by discounts, though advertising plays a large role, too, for 45% of shoppers.
TikTok Shop spending has been on the rise despite its back and forth legal status. Across all platforms, TikTok Live remains the top live shopping platform for consumers. QVC even recently began to stream on TikTok 24/7 while making content specific to the platform.