Amidst growing regulatory pressures and shifting demographics, TikTok has solidified its place as a dominant force in social media. Recent data reveals a staggering increase in American users, with 21% now engaging weekly—a fourfold rise since 2021. Despite concerns over privacy and foreign influence, TikTok remains pivotal for marketers targeting young consumers, though its appeal spans across age groups.

The platform’s future hangs in the balance, with looming threats of a U.S. ban intensified by recent legislative actions. President Joe Biden’s bill, signed in April, sets a deadline for TikTok’s parent company, ByteDance, to either divest or halt operations in the U.S. TikTok has responded with legal challenges, aiming to thwart potential shutdowns.

According to YouGov’s latest report, TikTok’s user base spans various demographics, highlighting shifts in age distribution. While once dominated by Gen Z, the platform now attracts older demographics significantly. The share of users aged 18 to 24 dropped from 35% in 2022 to 25% in 2024, while users aged 35 and older have increased.

Reuben Staines from YouGov notes, “The TikTok audience has matured significantly,” dispelling notions that it’s solely a youth-oriented platform. Affluent and predominantly female, TikTok users exhibit higher trust in influencer marketing and are more prone to impulsive purchasing decisions than the general population.

Interestingly, TikTok users are more likely to trust government privacy protections compared to non-users, a factor complicating the argument for a ban. While 46% of the general public supports banning TikTok, only 34% of its users agree. This divergence underscores the platform’s complex public perception amid ongoing security debates.

Despite its advertising success, TikTok’s in-app shopping features have yet to fully captivate American users, with only a third making purchases despite widespread awareness. This discrepancy suggests potential untapped revenue streams as TikTok navigates its next phase amidst regulatory challenges.

For deeper insights into TikTok’s evolving landscape and its implications, visit Marketing Dive.