A majority of U.S. TikTok users are there for product reviews and recommendations
The Pew-Knight Initiative supports new research on how Americans absorb civic information, form beliefs and identities, and engage in their communities.
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 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’s a major reason.
By comparison, fewer users of Instagram (44%), Facebook (37%) or X (29%) say they use each platform for product recommendations.
Young women stand out in use of TikTok for product reviews
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 
Younger users – especially young women – are particularly likely to use the site for product reviews.
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.
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:
- 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’s a major reason.
- Women ages 18 to 29 on TikTok are especially likely to say they use the site for this reason; 83% say so.
- 49% of women ages 50 and older on TikTok say they use the platform for product reviews.
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%).
There are no differences by gender in the shares of those 50 and older who say it’s a reason.
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.
Note: Here are the questions used for this analysis, along with responses, and the survey methodology.
Related:
