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Unlock TikTok's Diverse Audience: Engaging All Age Groups for Success

Unlock TikTok's diverse audience across all age groups for brand success. Dive into insights on demographics, and tips for engaging users of all ages.

Published on

Jun 28, 2024

Written by

Ashley Nolivo


TikTok Ads

TikTok has transformed the social media landscape, evolving from a platform primarily used by teenagers to one with a diverse and growing user base. As marketers, understanding the nuances of TikTok's audience is crucial for leveraging its potential for brand success. Let's dive into the latest data and insights to see how TikTok's demographic has shifted and what this means for marketers.

TikTok's Demographic Breakdown

Youth Dominance and Growing Diversity

TikTok's initial surge in popularity was driven by a young audience. As of 2024, the platform continues to be a favorite among younger users, but its appeal is broadening. Here's a snapshot of TikTok's user demographics:

  • 1 in 4 TikTok users are under 20 years old.
  • The largest proportion (25%) of US TikTok users are aged 10 to 19.
  • 53.4% of TikTok users are female.

However, the platform is not just for the young. The share of users in the 30+ age bracket is significant and growing:

  • 21.7% of US TikTok users are aged 30 to 39.
  • 20.3% of US TikTok users are aged 40 to 49.
  • 11% of US TikTok users are aged 50+.

This shift indicates that TikTok is becoming increasingly attractive to older demographics, offering a rich ground for marketers targeting a more mature audience.

A Platform for All Ages

TikTok's user base is diverse, spanning various age groups and regions. The platform's broad appeal is reflected in its average usage statistics, with the UK leading the way:

  • The UK spends the longest on TikTok each month, with users averaging 49 hours and 29 minutes.
  • In the US, the average monthly usage is 45 hours and 37 minutes.

The Evolution of TikTok Users

A recent report from YouGov, "Stop, Shop and Scroll: US TikTok Report 2024," provides deeper insights into TikTok's evolving user base. Notably, TikTok usage has quadrupled since 2021, with 21% of Americans now using the app at least weekly. This growth comes despite increased scrutiny over privacy and foreign influence.

Changing Demographics

Interestingly, the average age of TikTok users is climbing. In 2022, 35% of users were aged 18 to 24, but this figure dropped to 25% in 2024. Simultaneously, the 25 to 34 age range saw a slight decline from 32% in 2022 to 30% in 2024. However, there were gains in the older demographics, with notable increases in the 35 to 44, 45 to 54, and 55+ age groups.

Household and Lifestyle Trends

Households with a weekly TikTok user are more likely to have children (45% vs. 32% in the general population) and live in cities (50% vs. 37%). Additionally, 55% of weekly users are women, highlighting the platform's appeal across different family and living arrangements.

Shopping and Advertising Trends

TikTok is a valuable platform for advertisers. 64% of weekly users agree that advertising helps them decide what to buy, compared to 46% of the general population. Users are also more likely to trust influencer marketing (47% vs. 27%) and admit to making impulsive purchases (59% vs. 45%).

In-App Shopping

While 86% of users are aware of TikTok Shop, only 31% have made a purchase. This hesitation may stem from trust issues, as 41% view sellers on TikTok Shop as less trustworthy than other e-commerce platforms. However, TikTok Shop is performing well, and American users are gradually adopting it for entertainment, DIY projects, and influencer interactions.

Projected Growth of Gen Z Users on TikTok

TikTok continues to capture a significant share of the Gen Z audience, steadily growing its user base.


TikTok Users

Instagram Users

Snapchat Users


19.8 million

26.1 million

33.7 million


29.5 million

29.5 million

38.1 million


37.3 million

37.3 million

42 million


41.4 million

41.4 million

44.5 million


45 million

45 million

47 million


48.3 million

48.3 million

49.6 million


48.8 million

48.8 million

49.5 million

TikTok Users by Region

The UK leads in average monthly time spent on TikTok, with users averaging 49 hours and 29 minutes per month.



Average Monthly Time



49 hours 29 minutes



45 hours 37 minutes



45 hours 1 minute



42 hours 55 minutes



42 hours 20 minutes



42 hours 13 minutes



41 hours 14 minutes



40 hours 46 minutes



39 hours 27 minutes



38 hours 49 minutes

Leveraging TikTok for Your Brand

Embracing a Diverse Audience

TikTok’s expanding user base across age groups presents a unique opportunity for brands. While the platform is particularly effective for targeting younger audiences, the increasing presence of users aged 30 and above means that brands can reach a broader demographic.

Content Creation Tips

To succeed on TikTok, your content needs to be engaging, authentic, and tailored to the platform’s style. Here are some tips:

  • Keep it short and sweet: TikTok videos should be brief but impactful.
  • Embrace trends: Participate in trending challenges and use popular sounds.
  • Showcase your brand’s personality: Be fun, creative, and don’t be afraid to show a more casual side of your brand.
  • Leverage influencers: Collaborate with TikTok influencers who resonate with your target audience.
  • Tailor content for older users: Create content that appeals to the interests and preferences of users aged 30 and above.


TikTok's diverse and expanding user base presents unique opportunities for marketers. While the platform remains a favorite among younger users, its growing appeal to older demographics cannot be overlooked. Despite regulatory challenges, TikTok continues to be a powerful marketing tool. As TikTok Shop evolves, there's potential for greater consumer trust and in-app shopping success.

For brands looking to stay ahead in 2024, embracing TikTok's multifaceted audience is key. Whether targeting teens, young adults, or an older demographic, TikTok offers a dynamic platform for brand engagement and growth.

For more TikTok-related insights, explore our posts on Top TikTok Trends and Important Social Media Trends.

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