TikTok has become a major part of shopping culture. According to a new Pew Research Center survey, 62% of U.S. adults who use TikTok say they go there to see product reviews or recommendations. That figure jumps even higher among young adults—especially young women.
TikTok leads other social platforms for shopping research
Here’s how TikTok compares to other platforms:
- 62% of TikTok users say they use the app for product reviews
- 44% of Instagram users say the same
- 37% on Facebook
- 29% on X (formerly Twitter)
Roughly one-quarter of TikTok users say looking at product reviews is a major reason they use the app.
Young women drive the trend
The survey shows that TikTok’s role in consumer decision-making is especially strong among younger women:
- 83% of TikTok users who are women ages 18–29 say they use the app for product recommendations
- 74% of all women ages 18–49 say the same
- Even among women 50+, 49% cite product reviews as a reason for using TikTok
Among men:
- 56% of men under 50 use TikTok for product reviews
- 42% of men 50+ do the same
Younger users are the most influenced by TikTok shopping content, but the trend crosses age and gender lines.
Why this matters for brands and policy
TikTok isn’t just a video-sharing app—it’s an e-commerce driver. With influencers reviewing everything from skincare to kitchen gadgets, the app has become a discovery engine for millions.
This comes as debates around a potential U.S. TikTok ban continue. Critics of the ban argue that it could disrupt a multi-billion-dollar creator economy that thrives on brand sponsorships, reviews, and influencer marketing.
At the same time, younger consumers’ reliance on TikTok for shopping insights challenges traditional advertising and review models.
Key takeaways
- 62% of U.S. TikTok users turn to the platform for product reviews or recommendations
- Young women are the most engaged group, with 83% using TikTok this way
- TikTok outranks Instagram, Facebook, and X as a review source
- The app’s role in shopping decisions is now central to influencer marketing and e-commerce
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