Yougov Plc · LSE:YOU
Yougov — Conference Presentation (May 2024)
13 slides from Yougov's conference presentation, May 2024
Slide 1: Inside the TikTok Era: Understanding consumer behavior in the age of social commerce
WEBINAR Inside the TikTok Era: Understanding consumer behavior in the age of social commerce Living consumer intelligence | yougov.com/business
Slide 2: Today's guests
2 Ins ide the TikTok Era Today’s guests Cassie Croissant Tamara Alesi Nolan Greiter Vice President, CEO Connections Director Integrated Marketing Mediaplus VML Allison
Slide 3: The elephant in the room: the TikTok ban
3 Ins ide the TikTok Era The elephant in the room: the TikTok ban Congress recently passed a law that will either force a sale of TikTok to an American company within the next year, or ban its use in the U.S. Do you support or oppose this law? 46% 45% 34% 27% 27% 21% Support Support ban Oppose Oppos
Slide 4: TikTokers aren't worried
4 Ins ide the TikTok Era TikTokers aren't worried A year from now, do you think that TikTok will…? 30% 28% 27% 27% 25% 21% 20% 20% 17% 15% 10% 5% 0% Be banned in the U.S. Have been sold to an American company Neither of the above TikTokers Gen Pop YouGov Surveys: April 26, 2024 Ti kTok users: Member
Slide 5: TikTok's rapid rise
5 Ins ide the TikTok Era TikTok's rapid rise Weekly TikTok usage among Americans 21% 16% 11% 5% 2021 2022 2023 2024 YouGov Profiles USA: Ma rch 2021, Ma rch 2022, Ma rch 2023, Ma rch 2024 Weekly Ti kTok users (18+) (n> 32,100)
Slide 6: TikTok's shifting demographics
6 Ins ide the TikTok Era TikTok’s shifting demographics Weekly TikTok users, by age group Monthly household disposable income 45% 36% 30% 35% 32% 30% 21% 19% 16% 18% 25% 15% 16% 19% 13% 14% 8% 9% Up to $1,000 $1,001 to $2,499 $2,500+ Prefer not to say Up to $1,000 $1,001 to $2,500+ Prefer not to 18-
Slide 7: What influences TikTokers?
7 Ins ide the TikTok Era What influences TikTokers? 64% of weekly TikTok users 47% of weekly TikTok users 59% of weekly TikTok users agree “Advertising helps agree “I trust products agree “I tend to make me choose what to recommended impulsive purchases” buy” versus 46% gen by celebrities or versus
Slide 8: Is TikTok Shop gaining traction?
8 Ins ide the TikTok Era Is TikTok Shop gaining traction? Which of the following statements best describes your Compared to other ecommerce platforms, experience with TikTok Shop? 1 I think sellers on TikTok Shop are... 2 14% 42% 42% 41% 40% 39% 31% 37% 24% 28% 19% 16% 27% I have purchased something
Slide 9: What's driving TikTok Shop purchases?
9 Ins ide the TikTok Era What's driving TikTok Shop purchases? Why TikTok users would buy from TikTok Shop YouGov Surveys, Ma rch 29-30, 2024 Members of TikTok a ware of TikTok Shop (n> 400)
Slide 10: Which brands are winning with TikTokers?
10 Ins ide the TikTok Era Which brands are winning with TikTokers? Rank Brand name Weekly TikTok users Gen pop Difference 1 Nike 51.0% 33.6% 17.4 2 McDonald's 52.7% 39.8% 12.9 3 Smirnoff* 28.8% 16.2% 12.6 4 Gucci 21.9% 10.1% 11.8 5 Dove 46.8% 35.0% 11.8 6 PlayStation 25.0% 13.5% 11.5 7 Dior 19.9% 8.
Slide 11: Scan or click on the QR code to download the full TikTok report
11 Ins ide the TikTok Era Scan or click on the QR code to download the full TikTok report
Slide 12: Inside the TikTok Era Q&A
12 Inside the TikTok Era YouGov
Slide 13: Thank you
Thank you Living Consumer Intelligence | yougov.com/business Y ouGov , 2024, all rights reserv ed. All materials contained herein are protected by copy right laws. Any storage, reproduction or distribution of such materials, in whole or in part, in any f orm without the prior written permission of Y