Key stat: TikTok users ages 25-44 lead all age groups in taking action after seeing ads, with 54% gathering more info about products and 47% making purchases, according to an October 2025 survey from Edison Research.

Beyond the chart:

• This shopping behavior tracks with broader social commerce trends. In fact, one-third of adults ages 18 to 34 have made a purchase on social media, compared with 23% of 35- to 54-year-olds, according to an August 2025 survey from Bizrate Insights and EMARKETER.
• Meanwhile, TikTok's algorithm is turning discovery into conversion. Eighty-three percent of TikTok Shop users say they've discovered a new product on the platform, and 70% have learned of a new brand, according to a June 2025 report from GlobalData and TikTok Shop.

Use this chart: Drop this into social commerce strategy decks to show where ad-driven purchase behavior is strongest. Use it to benchmark TikTok investment by age segment. Iif you're targeting millennials and not prioritizing TikTok ads, you're leaving conversions on the table.

Related reports

• Gen Z Path to Purchase 2025 (EMARKETER subscription required)
• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the December 2025 Edison Research "The Infinite Scroll: A TikTok Report." 2,253 US teens ages 13+ and adults were surveyed online during October 3-29, 2025. Results have been weighted to reflect the national population ages 13+ by gender, age, and geography according to the US census.