According to a CivicScience study, fewer US adults are starting their product searches on TikTok than they did a year ago.
Why we care This is the latest evidence that Amazon is a platform that retail brands need to pay attention to. Although TikTok intends to build a $20 billion e-commerce business, the U.S. will not be a major factor yet, and may never be. Regardless, marketing and advertising budgets will continue to follow users. But ultimately, it comes down to whether TikTok is an effective platform for your brand.
Amazon and Google rule. Overall, the starting point for product searches among online shoppers is Amazon (49%, up 46% from 2022), followed by Google (34%, down 35% from 2022).
Amazon also increased its popularity among younger age groups, compared to last year:
Young people aged 18 to 24: 45% more
From 25 to 34 years: 44% more.
Additional context. These results are similar to another US survey in which we reported Amazon beats Google as a starting point for product searches. This survey found that 38% of shoppers started their product search on Amazon, while 35% started their search on Google.
TikTok’s year-over-year decline. After reaching a new high in 2022, CivicScience noted a “sharp decline” in TikTok among younger generations this year:
“Usage dropped from 18% to 11% among Gen Z (18-24) and from 10% to 5% among young Millennials (25-34) from August 2022 to June 2023 “.
The majority of people who start their product searches on TikTok, Instagram or Reddit are between the ages of 18 and 34, CivicScience noted.
About the study. Civic Science to study It asked online shoppers in the United States, “When shopping for a product online, where do you typically start with product searches and research?” It then compared 5,638 responses received between June 6 and 26 with 4,643 responses from August 2022.
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