Report

What Brands Need to Know About UK TikTok Users

TikTok: Uncovered

With 2 billion downloads and 800% active user growth in the US in less than two years, TikTok has rapidly emerged as one of the most exciting new social networks, particularly when it comes to captivating the attention of Gen Z users and millennials.  

What’s Inside

VidMob’s first ever study into TikTok usage specifically in the UK, this report analyses current data and future trends relating to user behaviour, purchase intent and key takeaways for brands looking to maximise their creative effectiveness. 

A valuable new resource for UK brand marketers looking to get the most from this exciting channel, we share how demographics and location inform usage and explore how behaviour, including purchase intent, is expected to change over time. 

This report also highlights key differences in how users engage with content on TikTok relative to other social channels, including an analysis of interactions by format and topic including video, live stream, hashtags and branded content.  

Highlights include:

  • TikTok usage in the UK is increasing, particularly among male millennials, who express strong interest in using the app over the next 12 months

  • Live Streams show strong engagement as a format, with male millennials the most avid viewers

  • 1 in 3 female millennials would consider purchasing directly through the app after seeing an ad, compared with 1 in 4 users overall

  • Around half of users say brand content influences their purchasing decisions

  • A brand’s purpose or connection to social good influences 8 in 10 Gen Z females, but matters to two thirds of all users surveyed.

About the Data

This report is based on comprehensive insights drawn from an independent survey of 1000 existing, active TikTok users in the UK aged 18-40. The survey was conducted in August 2020. Users were asked to share responses based on their current and forecast behaviour looking ahead to 2021. 

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