TikTok Shop customers skew young, but not just Gen Z

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TikTok Shop could be part of brands’ strategy to get younger shoppers spending on apparel and accessories, a spending segment in which they lag other cohorts. Gen Z adults between 18 to 24 are 3.2x as likely to spend at TikTok Shop than the average shopper, eclipsing the next highest ranking age group, 25-34, at 1.8x. However, the youngest shoppers are not the only ones spending. 34-44 and 45-54 year olds slightly over-index to TikTok Shop vs the general population.

As cohorts age, they are less likely to shop at TikTok Shop. Customers between 55-64 and over 65 are 0.7x and 0.3x as likely to buy at TikTok Shop.