"Key stat: More than half (54%) of TikTok users ages 25-44 have gathered more information about a company or product after hearing about it on the platform, according to a December report from Edison Research. Beyond the chart: In fact, 43% of millennials have bought through an in-app social shop in the past three months, according to HubSpot, putting them on par with Gen Z for social commerce adoption and reinforcing TikTok's value as a full-funnel channel for this age group."
"Meanwhile, Instagram still leads as the platform shoppers are most likely to buy from overall, with 37.2% of US adults choosing it over TikTok's 30.5%, according to Power Digital Marketing. Use this chart: Drop this in your next TikTok media plan to shift budget toward the 25-44 demo."
More than half (54%) of TikTok users ages 25-44 have gathered additional information about a company or product after hearing about it on the platform. Forty-three percent of millennials bought through an in-app social shop in the past three months, matching Gen Z in social commerce adoption and underscoring TikTok's efficacy as a full-funnel channel for that age group. Instagram remains the platform most likely to convert shoppers overall (37.2% vs TikTok's 30.5%), indicating TikTok's strength is greater in discovery and research than in final checkout. Marketers should shift media budgets toward 25-44 viewers and use TikTok for upper-funnel campaigns targeting researching buyers. Data are from Edison Research's December 2025 survey of 2,253 US respondents, weighted to the national population.
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