15% of all adults and 36% of Gen Z have made purchases based on TikTok, Adweek-Morning Consult survey says

The new data shows that 30% of adults currently have an account on TikTok—for Gen Z, that percentage jumps to 71%.
The new data shows that 30% of adults currently have an account on TikTok—for Gen Z, that percentage jumps to 71%.
Adweek, Morning Consult, Getty Images


As TikTok exploded in popularity over the past year, some brands are finding their groove on the app—engaging seamlessly in viral challenges and recruiting the hottest content creators—while others are just beginning to dabble in the short-form video format.