How are people using TikTok in 2024? Usage trends, potential ban sentiment & more

Since 2016, TikTok has evolved from a niche app for dancing teens and tweens into an essential element of your omnichannel marketing strategy.

Brands today can leverage TikTok to advertise directly to customers and prospects, tap into influencer marketing opportunities and keep a pulse on what people are talking about in their industry—but that might all be about to change.

With a potential TikTok ban on the horizon (refresher: President Joe Biden signed a bill on April 24, 2024 that would ban the app if Byte Dance doesn’t sell it within the year), Epsilon conducted a survey to better understand how people from different generations feel, how they use and engage with the app and how that might change if the policy goes into effect.

Download this report to learn about:

• The amount of time the average American spends on TikTok and how often they use the app.
• The average dollar amount Americans spend in the TikTok shop.
• If consumers are aware of the ban and how they feel about it.
• How users from different generations interact with the TikTok app.