A new report from DISQO reveals that Generation Z is increasingly turning to TikTok as a trusted source of information, challenging conventional perceptions of the platform as merely an entertainment hub. The study, based on a survey of 15,243 American adults conducted in April 2024, highlights major shifts in user behavior and advertising receptivity on the popular social media app.

According to the report, Gen Z respondents are 12% more likely than the general population to use TikTok to find information they couldn’t otherwise obtain. 

Moreover, 55% of consumers have used TikTok in the last month, with 28% reporting daily usage—an 8% increase from the previous year. The platform’s appeal spans demographic groups, with 54% of frequent users female and 46% male. Among age groups, Gen Z leads in usage, followed by Millennials, Gen X, and Boomers.

TikTok’s influence extends beyond information-seeking. The report indicates that 60% of regular users have made a purchase based on a recommendation from the platform. Of these, 14% report making such purchases at least weekly, while 15% do so monthly.

User behavior across the internet further evidences the platform’s e-commerce potential. DISQO’s analysis of over 400,000 consumers’ digital journeys reveals that TikTok users have a 21% higher median cart value when shopping online than non-TikTok users.

Despite the growth in sponsored content, user sentiment towards TikTok advertising remains largely positive. Half of the surveyed consumers describe TikTok ads as “fun and engaging,” “relevant,” “inspiring,” or “trendsetting.” Only a minority find the ads “annoying” or “boring.”

The report also sheds light on the newly launched TikTok Shop, with 25% of consumers reporting a purchase through this feature since its September 2023 debut. Gen Z shows higher adoption rates—9% more likely than the general population to have made a TikTok Shop purchase.

However, the analysis also reveals concerns about data security on the platform. With the looming TikTok ban in the U.S., 86% of users are aware of the proposed legislation, and 52% express concern about the app’s Chinese ownership. Despite these worries, usage continues to climb.

In the event of a ban, the report suggests that user migration patterns would vary by age and gender. Gen Z will most likely shift to Instagram, while Boomers show a more even distribution across various social media platforms.

The research emphasizes TikTok’s growing role as a search platform. 36% of users report using the app to find information about cool projects or products, up 4% from the previous year. You can find the full report here.