50 TikTok Statistics in 2024 for Social Media Marketing

TikTok is a rapidly growing social media platform, with nearly 2 billion monthly active users worldwide. Its massive user base is a key piece for brands looking to connect with their target audience, particularly Gen Z and younger millennials. Below we explore 50 interesting TikTok statistics that social media managers should know in 2024. We cover various aspects, including user demographics and habits, marketing, and advertising stats and trends. With these TikTok statistics, you can ensure your brand’s TikTok marketing strategy is reaching its full potential audience.

Key TikTok Statistics 2024

1. TikTok has over 1.9 billion global users. 
2. The TikTok app has been downloaded more than 4.7 billion times.
3. TikTok was the first non-game, non-Facebook (Meta) app to reach 3 billion downloads. 
4. TikTok is predicted to reach over 2.2 billion users by 2027. 

TikTok Demographic Statistics

5. Nearly 20% of all people 18 and older worldwide use TikTok. 
6. The United States has the largest population of TikTok users with 150 million, followed by Indonesia (126.83 million), and then Brazil (98.59 million). 
7. 49.2% of TikTok users are women, while 50.8% of TikTok users are men. 
8. Over 70% of US TikTok users are between the ages of 18 and 34. 
9. 2.5% of monthly active US users on TikTok are under the age of 12. 
10. The largest TikTok age and gender demographic is females aged 18 to 24 with 18.2%.
11. 63% of US teenagers use TikTok. 
12. Nearly half of all TikTok creators are between the ages of 18 and 24, followed by creators aged 13 to 17 at 20.7%. 

TikTok Usage Statistics

13. Nearly half of Gen Z prefer TikTok and Instagram as a search engine over Google.
14. 29% of TikTok users open the app at least once per day.  
15. 43% of US TikTok users say they regularly get their news from the app. 
16. 60% of TikTok users prefer or seek out ‘funny’ content on the app.
17. 40% of Millennial TikTok users use the app to discover new things.  
18. 74% of weekly Gen Z TikTok users are more likely to search for more information after seeing an advertised product on the app. 
19. TikTok users spend an average of 45.3 minutes on the platform each day. 
20. Americans spend more of their social media time on TikTok than any other platform. 
21. 2 out of 3 US teens spend an hour or more of their day on TikTok. 
22. By 2025, TikTok is expected to surpass Facebook in time spent on the platform. 
23. 92% of global TikTok users take action after watching a video on the platform. 
24. TikTok has the highest in-app purchase revenue in the world at US$189 million, nearly double the next most profitable app (YouTube – US$111 million)
25. The top 25% of US adults on TikTok create 98% of public content from that group.
26. 48% of US adults on TikTok have never posted on the platform.
27. 25% of TikTok users are unique to the platform.
28. The average TikTok user follows 154 accounts, and has an average of 36 followers.
29. 67% of women shoppers who use TikTok agree that they rely on creator recommendations to buy products. 

TikTok Marketing Statistics

30. TikTok traffic campaigns get the highest percentage of clicks on the app, with over 67%. 
31. Ad campaigns to increase video views have the highest average investment at $2,537.94 per campaign. 
32. TikTok ad campaigns to increase video views get the highest number of impressions out of all ad objectives.
33. The average cost-per-click across all ad campaign types is US$0.22. 
34. Video view campaigns have the highest average CPC with US$6.08. 
35. TikTok is the 7th most trusted app to deliver a positive ROI by brands. 
36. Ads that use TikTok creators see a 26% increase in brand favorability among users. 
37. When asked which channel they first heard about a product they bought online, 15% of consumers say TikTok. 
38. TikTok advertisers see an average return on ad spend of $2 for every $1 spent.
39. TikTok’s ad reach is approximately 13.6% of all the people on Earth. 
40. Over 11% of all households in the US have made a purchase on TikTok Shop.
41. TikTok’s global ad revenue is predicted to reach US$17.2 billion in 2024.
42. 33% of TikTok users purchased a product after seeing it on the platform. 
43. Brand advertising recall on TikTok increased by up 27% when it was partnered with a TikTok influencer. 
44. Partnering with a TikTok influencer or creator can boost a brand’s advertising view-through-rate by 193% .
45. 39% of purchases made are influenced by TikTok.
46. Half of all TikTok users have made a purchase after watching TikTok LIVE.
47. TikTok users are nearly 50% more likely to discover a new brand or product from celebrities or other public figures. 
48. Only 14% of shoppers on TikTok do not take a post-purchase action and are more likely to engage with the brand online. 
49. TikTok users have the highest rate of impulse buying.  
50. Despite a 35% decrease in overall engagement the past year, TikTok still has the highest engagement rate of social media platforms with 2.65%.

Gretchen Oestreicher , 17 April 2024