YouGov – US TikTok All Grown Up Report, 2023

The YouGov – US TikTok All Grown Up Report, 2023 highlights the emergence of "OldTokers," users over 25 on TikTok, who present a valuable opportunity for brands. These adults with disposable income are open to trying and discussing new products and tend to support brands with social stances. The report ranks brands that are successfully engaging with OldTokers in various industries and showcases examples like GUCCI, which has a significantly higher consideration score among this demographic compared to the general population. The analysis is based on syndicated data from YouGov products and tracks brand consideration sentiment over a year. "Brand improvers" are identified by comparing consideration scores over two years, with a minimum sample size of 500 for each brand highlighted. This report provides insights for brands looking to target the growing audience of adults on TikTok and effectively engage with the "OldTokers" demographic.