TikTok’s role in the lives of UK shoppers continues to become more influential, according to Savvy’s latest research. The survey, conducted to a representative sample of 1,000 UK shoppers, reveals that the platform is not just a source of entertainment but also a growing influence on purchasing behaviour, especially among younger audiences.
Rising TikTok use across demographics
The findings from Savvy’s Shopper Panel (research conduced in October 2024) show that 42% of shoppers use TikTok, with this figure rising steeply to 74% among those aged 18 to 34. Daily engagement is also striking, with 18% of all shoppers using the app at least once a day, jumping to 45% for the 18-34 age group. This level of activity highlights TikTok’s growing role as an integral part of everyday life for many, especially gen Z and Y. During the past year we have observed significant growth in Tik Tok use among older age groups. Just short of one-fifth of baby boomers reported using the platform in the previous month.
Why are people using TikTok?
When it comes to why people are using TikTok, entertainment tops the list, with 64% of TikTok users citing it. Other popular reasons include seeking inspiration and ideas (26%), learning new things (31%), discovering new trends (24%) and accessing news (21%). 17% of users say they create their own content.
Shopper trust in the platform’s content is reasonable, with 59% of respondents saying they believe in the authenticity of what they see on TikTok.
TikTok’s impact on UK shopping habits
Savvy’s research also explored the shopping habits of TikTok users, revealing that 54% of them have bought something from TikTok Shop, with this number increasing to 64% among the 18-34 demographic. Alongside retailers like Shein and Temu, TikTok Shop has substantial momentum and we expect it will grow rapidly as a retail channel over the next few years. The UK was an early adopter of online shopping and continues to be at the forefront of emerging online retail platforms.
Brands need a TikTok strategy
As TikTok continues to gain traction, brands and marketers are taking note of its influence. With further rapid growth forecasted, it is becoming essential for brands and retailer to have a clear TikTok strategy, particularly to engage younger shoppers successfully.
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