"Key stat: TikTok users ages 25-44 lead all age groups in taking action after seeing ads, with 54% gathering more info about products and 47% making purchases, according to an October 2025 survey from Edison Research. Beyond the chart: This shopping behavior tracks with broader social commerce trends. In fact, one-third of adults ages 18 to 34 have made a purchase on social media, compared with 23% of 35- to 54-year-olds, according to an August 2025 survey from Bizrate Insights and EMARKETER."
" Meanwhile, TikTok's algorithm is turning discovery into conversion. Eighty-three percent of TikTok Shop users say they've discovered a new product on the platform, and 70% have learned of a new brand, according to a June 2025 report from GlobalData and TikTok Shop. Use this chart: Drop this into social commerce strategy decks to show where ad-driven purchase behavior is strongest. Use it to benchmark TikTok investment by age segment. Iif you're targeting millennials and not prioritizing TikTok ads, you're leaving conversions on the table."
TikTok users aged 25–44 lead all age groups in post-ad actions, with 54% gathering additional product information and 47% making purchases. Social commerce adoption skews younger: one-third of adults 18–34 have purchased via social platforms versus 23% of those 35–54. TikTok's recommendation system drives discovery and conversion, with 83% of TikTok Shop users discovering new products and 70% discovering new brands. The chart serves as a benchmark for allocating TikTok ad investment by age segment and highlights the conversion risk of underinvesting in TikTok when targeting millennials. Data are from a December 2025 Edison Research survey of 2,253 US respondents.
Read at EMARKETER
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