A global study found that TikTok is a key part of the consumer journey to purchase, with more and more consumers discovering and purchasing new products.
The research aims to determine the role and perception of TikTok across the retail consumer journey.
According to the findings, TikTok’s impact is translating into the real world beyond the platform.
TikTok is reinventing traditional ways of buying at scale and driving sales.
Instead of a sales funnel, the path to purchase on TikTok is described as an “infinite loop.” This means there is no defined start and end point.
Instead, consumers enter, exit and re-enter the sales journey at various stages based on their needs and wants.
It’s important for marketers to understand the study’s findings, as TikTok’s influence on consumer buying decisions will likely only rise from here.
The following are research highlights to note.
Key Highlights of the TikTok Sales Journey Study
In the following sections you will find a summary of key data points from TikTok Marketing Science Global Retail Path to Purchase Researchby material.
TikTok user statistics
These statistics highlight how users feel about TikTok, and what they want:
- 44% of daily TikTok users expect branded content to be fun and interesting.
- 49% of users say TikTok is a source of discovery.
- 35% of users say TikTok is a source of learning new things.
- 29% of users say TikTok is a source of inspiration.
Consumer behavior of TikTok users
These statistics highlight the spending behavior of TikTok users:
- User spend 14% More when TikTok is part of the buying journey
- 37% of users found something on TikTok and bought it right away.
- 35% of TikTok users buy what they see on the platform.
- 29% of users say they can’t buy a product they found on TikTok because it’s sold out.
- 39% of TikTok users say “refreshing” is a key factor in their decision to buy a product.
- 44% of TikTok users discover products from videos posted by brands.
- 44% of TikTok users discover products through ads in their feeds.
- 38% of TikTok users interact with videos posted by brands while actively conducting product research.
- twenty four% of TikTok users interact with ads in their feeds while actively conducting product research.
Post-purchase behavior of TikTok users
The following statistics highlight the behavior of TikTok users Rear They purchased products found on the platform:
- one fifth Users make how-to or tutorial videos on TikTok.
- 1 to 4 User posted and tagged a brand.
- 1 to 4 A user creates a post to showcase a product they purchased.
- 1 to 4 Users comment on a brand’s post.
- one fifth Users DM a brand.
- 1 to 4 Users follow a brand.
TikTok users compared to other social media users
Compared to users on other social media platforms, TikTok users are:
- 1.5 times Users of other platforms are more likely to immediately go out and buy something they discover on a platform.
- 1.5 times More likely to convince a friend or family member to buy a product they see on the app
- 2.4 times More likely to create a post and tag a brand after purchasing a product.
- 2x More likely to leave a review or private message about a brand after a purchase.
- 1.3 times More likely to be excited or euphoric about a product purchase.
- 1.4 times Users on other platforms are more likely to research products and brands they discover.
For more data on TikTok’s role in the consumer purchase path, see the full study.
source: Tik Tok
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