Introduction
Chances are, you’re at least somewhat familiar with TikTok, the social media platform consumers use to create, share and discover short-form videos.
It's also becoming a major player in US e-commerce, with its TikTok Shop feature growing in popularity among consumers and brands alike.
Perhaps you’re a TikTok user yourself.
If that’s the case, you’re in good company. According to Statista, the US is the country with the biggest TikTok audience. As of January 2024, nearly 150 million US consumers are TikTok users.
But big changes may be in sight for this wildly popular platform – at least in the United States. Due to concerns over US consumer data-privacy, President Biden signed a law in April banning TikTok unless the China-based company is sold within a year. Now, TikTok is suing the US government, arguing that banning the platform is a violation of the First Amendment.
The fate of TikTok in the US is up in the air. How do consumers feel about it?
Recently, we surveyed more than 10,000 consumers in the US to find out.
Recently, we surveyed over 10,000 consumers in the US to explore:
- What they predict the future of TikTok will be in the US
- How they feel about a potential ban
- How they would reallocate the time they spend on TikTok if the platform is banned
We analyzed this data to understand consumers’ attitudes regarding a potential TikTok ban and how these attitudes vary based on age and gender identity. In this report, we share our key takeaways from this analysis.