{"id":192818,"date":"2024-11-21T12:56:21","date_gmt":"2024-11-21T17:56:21","guid":{"rendered":""},"modified":"2025-07-20T23:23:28","modified_gmt":"2025-07-21T03:23:28","slug":"a-majority-of-us-tiktok-users-are-there-for-reviews-and-recommendations","status":"publish","type":"short-read","link":"https:\/\/beta.pewresearch.org\/pewresearch-org\/short-reads\/2024\/11\/21\/a-majority-of-us-tiktok-users-are-there-for-reviews-and-recommendations\/","title":{"rendered":"A majority of U.S. TikTok users are there for product reviews and recommendations"},"content":{"rendered":"\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<details data-wp-context=\"{&quot;closeWhenFocusLost&quot;:false,&quot;knightCollectionUrl&quot;:&quot;https:\\\/\\\/www.pewresearch.org\\\/collections\\\/pew-knight-initiative\\\/&quot;}\" data-wp-interactive=\"core\/details\" class=\"wp-block-details is-style-pew-knight-co-branded has-border-color has-ui-gray-light-border-color has-ui-white-background-color has-background has-sans-serif-font-family is-layout-flow wp-container-core-details-is-layout-fe3d8243 wp-block-details-is-layout-flow\" style=\"border-top-color:var(--wp--preset--color--ui-gray-light);border-top-width:1px;border-right-style:none;border-right-width:0px;border-bottom-color:var(--wp--preset--color--ui-gray-light);border-bottom-width:1px;border-left-style:none;border-left-width:0px;padding-top:var(--wp--preset--spacing--30);padding-right:0;padding-bottom:var(--wp--preset--spacing--30);padding-left:0;font-size:clamp(0.875em, 0.875rem + ((1vw - 0.2em) * 0.009), 0.88em);\"><summary data-wp-on--click=\"actions.handleSummaryClick\">Pew Knight Initiative<\/summary>\n<div class=\"wp-block-group is-layout-flow wp-container-core-group-is-layout-24afb64e wp-block-group-is-layout-flow\">\n<p class=\"has-ui-gray-very-dark-color has-text-color has-link-color wp-elements-e45698d42be7f81c04346bc92b13d960 wp-block-paragraph\" style=\"font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.114), 15px);\">The Pew-Knight Initiative supports new research on how Americans absorb civic information, form beliefs and identities, and engage in their communities.<\/p>\n\n\n\n<p class=\"has-ui-gray-very-dark-color has-text-color has-link-color wp-elements-66f1907fd9b292a2f75f86761a692d28 wp-block-paragraph\" style=\"font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.114), 15px);\">Pew Research Center is a nonpartisan, nonadvocacy fact tank that informs the public about the issues, attitudes and trends shaping the world. Knight Foundation is a social investor committed to supporting informed and engaged communities. <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/pew-knight\/\"><strong>Learn more &gt;<\/strong><\/a><\/p>\n<\/div>\n<\/details>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As the busiest shopping season of the year gets underway, TikTok is a go-to place for product reviews and recommendations. This is especially true for young women who use the platform, according to a Pew Research Center survey conducted in March.<\/p>\n\n\n<div style=\"border-width:1px;padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-top:var(--wp--preset--spacing--20);--block-gap: inherit\" class=\"wp-block-prc-block-collapsible has-background has-ui-beige-very-light-background-color has-border-color has-ui-beige-dark-border-color\" id=\"how-we-did-this\" data-wp-interactive=\"{&quot;namespace&quot;:&quot;prc-block\\\/collapsible&quot;}\" data-wp-context=\"{&quot;collapsibleId&quot;:&quot;how-we-did-this&quot;,&quot;isOpen&quot;:false}\" data-wp-class--is-open=\"context.isOpen\" data-wp-init--scroll-into-view=\"callbacks.onInitScrollIntoView\"><div class=\"wp-block-prc-block-collapsible__title\" data-wp-on--click=\"actions.onClick\"><div>How we did this<\/div><button class=\"wp-block-prc-block-collapsible__icon\"><span data-wp-bind--hidden=\"context.isOpen\"><i class=\"icon icon-library__light icon__circle-plus\"><svg style=\"width: 1em; height: 1em;\"><use xlink:href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/plugins\/prc-icon-library\/build\/icons\/sprites\/light.svg#circle-plus\"><\/use><\/svg><\/i><\/span><span data-wp-bind--hidden=\"!context.isOpen\" hidden><i class=\"icon icon-library__light icon__circle-minus\"><svg style=\"width: 1em; height: 1em;\"><use xlink:href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/plugins\/prc-icon-library\/build\/icons\/sprites\/light.svg#circle-minus\"><\/use><\/svg><\/i><\/span><\/button><\/div><div class=\"wp-block-prc-block-collapsible__content\">\n\n<p class=\"wp-block-paragraph\">Pew Research Center conducted this analysis to understand who uses TikTok for product reviews and recommendations. The questions come from a broader survey exploring the views and experiences of TikTok, X, Facebook and Instagram users. For this analysis, we surveyed 10,287 adult internet users in the United States from March 18 to 24, 2024.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone who took part in the survey is a member of the Center\u2019s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way, nearly all U.S. adults have a chance of selection. The survey was weighted by combining the sample of internet users with data from ATP members who do not use the internet and weighting the combined dataset to be representative of all U.S. adults by gender, race, ethnicity, partisan affiliation, education and other categories. This analysis is based on those who use the platforms of interest. Read more about the <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/our-methods\/u-s-surveys\/the-american-trends-panel\/\">ATP\u2019s methodology<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are the <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_topline.pdf\">questions used for this analysis<\/a> and the <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_methodology.pdf\">survey methodology<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a Pew Research Center analysis from the Pew-Knight Initiative, a research program funded jointly by The Pew Charitable Trusts and the John S. and James L. Knight Foundation. Find related reports online at <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/pew-knight\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/beta.pewresearch.org\/pewresearch-org\/pew-knight\/<\/a>.<\/p>\n\n<\/div><\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"use-of-social-media-for-product-reviews-and-recommendations\">Use of social media for product reviews and recommendations<\/h4>\n\n\n\n<figure class=\"wp-block-image alignright size-640-wide is-resized\"><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/?attachment_id=192822\"><img data-dominant-color=\"d9e0e9\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"760\"  sizes=\"(max-width: 480px) 480px, (max-width: 782px) 782px, 640px\" srcset=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_1.png?resize=480,588 480w, https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_1.png?resize=620,760 620w\" src=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_1.png?w=620\" alt=\"A bar chart showing that TikTok stands out as a place its users go for product reviews, recommendations.\" class=\"wp-image-192822 not-transparent\" style=\"--dominant-color: #d9e0e9; width:310px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A majority of U.S. adults who use TikTok (62%) say a reason they use the site is to look at product reviews or recommendations. This includes roughly a quarter who say it\u2019s a <em>major<\/em> reason.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By comparison, fewer users of Instagram (44%), Facebook (37%) or X (29%) say they use each platform for product recommendations.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"young-women-stand-out-in-use-of-tiktok-for-product-reviews\">Young women stand out in use of TikTok for product reviews<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Brands engage with TikTok users in many ways, whether through online ads or by sponsoring influencers to talk about their latest product. And as discussions about a <a href=\"https:\/\/www.npr.org\/2024\/04\/24\/1246663779\/biden-ban-tiktok-us\">nationwide ban on TikTok<\/a> continue, critics of that proposal argue it could wipe out a <a href=\"https:\/\/www.npr.org\/2024\/05\/06\/1249047583\/possible-tiktok-ban-could-be-an-extinction-level-event-for-the-creator-economy#:~:text=Taken%20together%2C%20content%20creators%20have,on%20the%20app's%20TikTok%20Shops.\">multibillion-dollar creator market<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-640-wide is-resized\"><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/?attachment_id=192823\"><img data-dominant-color=\"d7dfe8\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"1000\"  sizes=\"(max-width: 480px) 480px, (max-width: 782px) 782px, 640px\" srcset=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_2.png?resize=480,774 480w, https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_2.png?resize=620,1000 620w\" src=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_2.png?w=620\" alt=\"A bar chart showing that use of TikTok for product reviews and recommendations varies widely by age.\" class=\"wp-image-192823 not-transparent\" style=\"--dominant-color: #d7dfe8; width:310px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Younger users \u2013 especially young women \u2013 are particularly likely to use the site for product reviews.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Roughly three-quarters of U.S. TikTok users ages 18 to 29 (74%) say this is a reason they use it. This share drops to 62% among users ages 30 to 49 and 46% among those 50 and older.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Women who use TikTok are more likely than men to say they use it for product recommendations (68% vs. 52%). And the youngest women are especially likely to use it for this reason:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>74% of female TikTok users ages 18 to 49 cite product reviews as a reason they use the site. This includes roughly four-in-ten (37%) who say it\u2019s a <em>major<\/em> reason.<\/li>\n\n\n\n<li>Women ages 18 to 29 on TikTok are especially likely to say they use the site for this reason; 83% say so.<\/li>\n\n\n\n<li>&nbsp;49% of women ages 50 and older on TikTok say they use the platform for product reviews.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image alignright size-640-wide is-resized\"><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/?attachment_id=192821\"><img data-dominant-color=\"dde3eb\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"916\"  sizes=\"(max-width: 480px) 480px, (max-width: 782px) 782px, 640px\" srcset=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_3.png?resize=480,709 480w, https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_3.png?resize=620,916 620w\" src=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_3.png?w=620\" alt=\"A bar chart showing that younger women stand out in their use of TikTok for product reviews.\" class=\"wp-image-192821 not-transparent\" style=\"--dominant-color: #dde3eb; width:310px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">There is a similar pattern across age groups among men who use the platform. Men ages 18 to 49 on TikTok are more likely than men ages 50 and older to use the platform for product reviews (56% vs. 42%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are no differences by gender in the shares of those 50 and older who say it\u2019s a reason.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This Pew Research Center analysis is from the Pew-Knight Initiative, a research program funded jointly by The Pew Charitable Trusts and the John S. and James L. Knight Foundation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Note: Here are the <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_topline.pdf\">questions used for this analysis<\/a>, along with responses, and the <a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/wp-content\/uploads\/sites\/20\/2024\/11\/SR_24.11.21_social-media-recommendation_methodology.pdf\">survey methodology<\/a>.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Related:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/internet\/2024\/06\/12\/how-americans-navigate-politics-on-tiktok-x-facebook-and-instagram\/\"><em><span style=\"text-decoration: underline\">How Americans Navigate Politics on TikTok, X, Facebook and Instagram<\/span><\/em><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/short-reads\/2024\/09\/05\/support-for-a-us-tiktok-ban-continues-to-decline-and-half-of-adults-doubt-it-will-happen\/\"><em><span style=\"text-decoration: underline\">Support for US TikTok ban declines, and half of adults doubt it will happen<\/span><\/em><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/beta.pewresearch.org\/pewresearch-org\/short-reads\/2022\/11\/21\/for-shopping-phones-are-common-and-influencers-have-become-a-factor-especially-for-young-adults\/\"><em><span style=\"text-decoration: underline\">For shopping, Americans turn to mobile phones while influencers become a factor<\/span><\/em><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>A majority of U.S. adult TikTok users (62%) say a reason they use the site is to look at product reviews or 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