According to a recent study by CivicScience, fewer U.S. adults are using TikTok as their starting point for product searches compared to last year. This finding highlights the growing importance of Amazon as a platform for retail brands. While TikTok aims to establish a $20 billion ecommerce business, its impact in the U.S. is currently limited and may not grow significantly. However, marketers and advertisers need to keep track of user behavior and determine if TikTok can effectively serve their brand’s needs.
When it comes to online product searches, Amazon remains the top choice for the majority of online shoppers, with 49% of respondents starting their searches on the platform, up from 46% in 2022. Google follows closely behind with 34%, a slight decrease from 35% in 2022.
Interestingly, Amazon’s popularity has increased among younger age groups compared to last year:
- 18- to 24-year-olds: Up 45%
- 25- to 34-year-olds: Up 44%
These findings align with another survey that revealed Amazon as the preferred starting point for product searches, surpassing Google by a margin.
Meanwhile, TikTok has experienced a year-over-year decline in usage among younger generations. CivicScience observed a “steep decline” in TikTok usage among Gen Z (18-24) and young Millennials (25-34), with usage dropping from 18% to 11% and 10% to 5%, respectively, between August 2022 and June 2023.
CivicScience also pointed out that the majority of users who begin their product searches on TikTok, Instagram, or Reddit are between the ages of 18-34.
It’s essential to consider these trends and consumer preferences when devising marketing strategies. By prioritizing platforms like Amazon and Google, brands can capitalize on the established user base and maximize visibility for their products and services.
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