In fact, no income bracket under $100K over-indexes the average in Instagram usage. This is in contrast to Instagram, which appeals more to higher-income adults. The most pronounced being among adults with household incomes of $60-75K who are 13% less likely to use the app. On the other end of the spectrum, although adults with a household income of more than $100K are 5% more likely to use TikTok than the average adult, adults in middle to higher-income households tend to be less likely than average to use the app. The report also found that although more than two-fifths (43.9%) of unique adult visitors to TikTok had a household income of more than $100K, adults from lower-income households over-index in their usage of the app.Īdults with a household income of less than $25K are 9% more likely than average to use TikTok, while those with household incomes of between $25-40K are also slightly (1%) more likely to use the app.

The data does show that the largest share of total adult unique visitors to TikTok in June were aged 18-24 (27.8%), with that age group being more than twice as likely as the average adult to use the app. Not surprisingly, the bulk of those were in the middle-aged rather than older adult brackets. While the majority (52.7%) of TikTok’s adult users were ages 18-34, that also means that almost half (47.3%) of TikTok’s adult unique visitors in June 2020 were ages 35 and older. Comscore data from early 2020 showed that the number of US adults using TikTok more than doubled over the same time in 2019.Īnd, it’s not just younger adults embracing the app. Not only that, usage of the short-form video app among the younger generations flourished during the COVID-19 pandemic.Īdults are getting in on the action as well. Last year, TikTok surpassed Instagram to become the second-favorite social media platform among US teens, with Snapchat holding onto the top spot for the fourth year in a row. More Than Half of TikTok’s Adult User Base is Aged 18-34 And, while the appeal of TikTok is undeniable among America’s youngest generations, what about adults? Here’s what the latest edition of Marketing Charts’ US Media Audience Demographics report revealed about adult TikTok users. TikTok has quickly become a favored social media platform among teens, and several Fortune 500 companies have even seen the value in engaging with customers through the app.

Tictoc for adults