TikTok User Demographics

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TikTok User Demographics

While there is no publicly available information regarding TikTok US users demographics of location, home-ownership, and children — we have used the available data to pull together key findings: 60%, of TikTok monthly active users in the US, are young social media users between the age of 16-24 years old. TikTok US users are predominantly female, with about 2 million more users than male TikTok users.

A) US TikTok/Musical.ly:

  • TikTok was initially launched as Douyin in China on September 2016, and then worldwide as "TikTok" in 2017, by Chinese tech company ByteDance, with a company valuation of $75 billion.
  • ByteDance, TikTok's parent company, was able to acquire the Musical.ly app, a similar short video-based social media service, with a reported value of $1 billion in November 2017.
  • To consolidate the audiences of both TikTok and Musical.ly, ByteDance decided to merge the Musical.ly apps and user accounts with TikTok last August 2018, which was seen as TikTok's way of entering the US market due to the popularity of Musical.ly in the country.
  • According to Marketing Charts report, with figures provided by ComScore, TikTok's US unique visitors in March 2019 was 14.3 million, a 450% increase from their 2.6 million US unique visitors last October 2017.

B) US TikTok/Musical.ly: Demographics

1) Age

  • According to an influencer marketing agency, Mediakix — the majority of TikTok users in the US are young social media users, and about 60% of their monthly active users are 16-24 years old.
  • According to Marketing Charts report, with figures provided by ComScore — in March 2019, majority of TikTok's US adult users — 25.8%, or 3.7 million users are between the ages of 18-24 years old, 24.5% are between 25-34 years old, 20.3% are between 35-44 years old, 13.1% are between 45-54 years old, 13% are between 55-64 years old, and 3.2% are 65 years old and above.
  • According to Marketing Charts report, with figures provided by ComScore, TikTok has been adopted by over 1 in every 8 adults, or about 12.9%, ages 18-24 in the US.

2) Gender/Sex

3) Household Income Level

  • The largest share of TikTok's US unique visitors — 37%, come from households with total income of about $100K or more, while 18% come from households with total income of less than $25,000; 14.8% from households with total income of $75K-$100K; 11.7% from households with total income of $25K-$40K; 9.9% from households with total income of $40K-$60K, and 8.6% from households with total income of $60K-$75K.
  • However, TikTok US adoption rate is highest among households with a total annual income of less than $25k — 9.6% adoption rate.

4) Race

  • According to the Statistical Atlas report, the US age cohort of 15-17 years old is composed of 54.4% White, 14.5% Hispanic, 14.5% Black, 4.56% Asian, 4.91% Mixed Race, and 7.16% Other Races.
  • According to the Statistical Atlas report, the US age cohort of 18-19 years old is composed of 54.4% White, 13.9% Hispanic, 15% Black, 5% Asian, 4.53%% Mixed Race, and 7.17% Other Races.
  • According to the Statistical Atlas report, the US age cohort of 20-24 years old is composed of 55.2% White, 13.3% Hispanic, 15.2% Black, 5.39% Asian, 3.71% Mixed Race, and 7.25% Other Races.
  • Therefore, the majority, and about 60%, of TikTok US unique users, which are between the ages of 16-24 years old, are estimated to be 54.81% White, 13.76% Hispanic, 14.96% Black, 5.07% Asian, 4.22% Mixed, and 7.21% Other Races

5) Education Level

  • According to data presented by the US Bureau of Labor Statistics in October 2018, 57.2% of the US youth population aged 16-24 years old, or about 21.7 million, had an education level of either high school — 9.4 million and college level — 12.3 million.
  • According to data presented by the US Bureau of Labor Statistics in October 2018, the enrollment rates of recent high school graduates between the ages of 16 to 24 years old was 66.9% and 71.3%, for men and women, respectively.
  • Therefore, the majority, or about 60%, of TikTok US unique users, which are between the ages of 16-24 years old, are either in high school or college level.

6) Employment

  • According to data presented by the US Bureau of Labor Statistics in October 2018, the labor force participation rate of US youth ages 16-24 yrs. old enrolled in school was 36.7%, while their unemployment rate was 6.7%.
  • According to data presented by the US Bureau of Labor Statistics in October 2018, the labor force participation rate of US youth ages 16-24 years old not enrolled in school was 79.1%, while their unemployment rate was 9.1%.
  • According to data presented by US Bureau of Labor Statistics in October 2018, the proportion of US population that is employed or looking for work, also known as labor force participation rate, for recent high school graduates and college enrollees between the age 16-24 years old was 36.4%, while the unemployment rate of recent high school graduates currently enrolled in college was 10.1%.
  • According to data presented by US Bureau of Labor Statistics in October 2018, the labor force participation rate of recent high school graduates that aren't enrolled in college last 2018 was 74%, while their unemployment rate was 18.6%.
  • Therefore, the majority, or about 60%, of TikTok US unique users, which are between the ages of 16-24 years old, had a labor force participation rate of about 36.7% to 79.1%, and the unemployment rate of about 6.7% to 9.1%.

METHODOLOGY

First, we researched for the US demographic of TikTok users, which includes age, sex, income level, race, employment, location, home-ownership, children, and level of education, by using mobile intelligence sources like ThinkGaming and industry sources like Hootsuite, FourWeekMBA, Digital Media Solutions, Global Web Index, Business of Apps, and LeadBolt; and trade publications like DigiDay. Our goal was to find pre-compiled reports or case studies that provide information about demographics of TikTok users in the US, which includes age, sex, income level, race, employment, location, home-ownership, children, and level of education. However, we did not find any helpful relevant information that helps address the client's request. We were only able to find age demographics information of TikTok global users from Global Web Index and DigiDay. We were also able to find a TikTok US demographics report from ThinkGaming, but it was behind paywall and data can't be used. Because of this, we also tried to search for alternatives or similar websites to ThinkGaming, such as Sensor Tower, and App Annie, among others. However, we only found the demographics report that is behind a paywall again, like what ThinkGaming offers. The links of ThinkGaming, Sensor Tower, and App Annie's demographics reports were provided as options for the client, in case he'd like to explore further.

Second, we analyzed broader reports to see if we could find anything that applies specifically to demographics of TikTok users in the US. We used industry sources like MediaKix, TechCrunch, Billboards, and Marketing Charts. We found data and information that directly addresses the client's request about TikTok's US demographics, including age, gender/sex, and household income levels from MediaKix and Marketing Charts. We also found TikTok's history information from Business of Apps, TechCrunch, and Billboard, which includes the acquisition of Musical.ly by ByteDance, TikTok's parent company, and eventually merging the Musical.ly app and user accounts into TikTok for consolidation of the audience of the two apps. However, no specific information about race, employment, location, home-ownership, children and educational level demographics of TikTok's US users were found.

Third, since Musical.ly was just recently acquired and merged with TikTok's user accounts, we then searched for reports of its US demographics, in order to find any data or statistics about race, employment, location, home-ownership, children and educational level demographics that is directly related to TikTok US users, or that can be used for triangulation. We used industry sources such as eMarketer, MediaKix, Julius Works, and WARC; media sources such as Forbes; and media intelligence sources such as Social Media, Television And Children. We only found social media report from Social Media, Television And Children which includes Musical.ly demographics and statistics, but were not relevant to the client's request because it's based in the UK, and not the US. However, no specific information on TikTok's or Musical.ly's race, employment, location, home-ownership, children or educational level demographics in the US, nor any data or statistics that would aid in a triangulation could be found.

Fourth, we changed strategy by using the data we found from MediaKix that 60% of TikTok's US monthly active users are 16-24 years old, which is majority of US monthly active users, as a basis for our triangulation with assumptions for US TikTok users demographics including race, employment, location, home-ownership, children, and level of education. We used government sources such as the US Bureau of Labor Statistics and US Census Bureau; and statistical resources such as Statistical Atlas and Statista, among others.

From the US Bureau of Labor Statistics, we found a report about the educational level, employment rate, and unemployment rate of 16-24 yrs. old US populations. Since 16-24 yrs. old are the majority of TikTok's US monthly active users, we then made an assumption and used the data we found as a proxy for the 16-24 yrs. old TikTok US users demographics to address the client's request.

From the Statistical Atlas reports, we found a chart report of US race distribution by age cohorts of 15-17 years old, 18-19 years old, and 20-24 years old. Since the 3 mentioned age cohorts combined are very close to the majority TikTok US monthly active users of 16-24 years old, we also made an assumption and decided to use the data of their combined race distribution/percentage for 15-24 years old as a proxy for the 16-24 years old TikTok US users demographics, to help address this request. Our calculations are highlighted below.

A) CALCULATIONS; US RACE DISTRIBUTION BY AGE COHORTS

  • To find the total representation of each race in the 16-24 years old US age group, we used the data of the age cohorts from 15-17 years old, 18-19 years old, and 20-24 years old, as a proxy for the total 16-24 years old unique US TikTok users.

15-17 Years Old Age Cohort

Given:
Total US Population in Cohort = 12,600,000 people.
Percentage of White Race = 54.4%
Percentage of Hispanic Race = 14.5%
Percentage of Black Race = 14.5%
Percentage of Asian Race = 4.56%
Percentage of Mixed Race = 4.91%
Percentage of Other Race = 7.16%

White Race = 12,600,000 x 0.544 = 6,854,400 US people
Hispanice Race = 12,600,000 x 0.145 = 1,827,000 US people
Black Race = 12,600,000 x 0.145 = 1,827,000 US people
Asian Race = 12,600,000 x 0.0456 = 574,560 US people
Mixed Race = 12,600,000 x 0.0491 = 618,660 US people
Other Race = 12,600,000 x 0.0716 = 902,160 US people

18-19 Years Old Age Cohort

Given: Total US Population in Cohort = 8,680,000 people.
Percentage of White Race = 54.4%
Percentage of Hispanic Race = 13.9%
Percentage of Black Race = 15%
Percentage of Asian Race = 5%
Percentage of Mixed Race = 4.53%
Percentage of Other Race = 7.17%

White Race = 8,680,000 x 0.544 = 4,721,920 US people
Hispanice Race = 8,680,000 x 0.139 = 1,206,520 US people
Black Race = 8,680,000 x 0.15 = 1,302,000 US people
Asian Race = 8,680,000 x 0.05 = 434,000 US people
Mixed Race = 8,680,000 x 0.0453 = 393,204 US people
Other Race = 8,680,000 x 0.0717 = 622,356 US people

20-24 Years Old Age Cohort

Given: Total US Population in Cohort = 22,600,000 people.
Percentage of White Race = 55.2%
Percentage of Hispanic Race = 13.3%
Percentage of Black Race = 15.2%
Percentage of Asian Race = 5.39%
Percentage of Mixed Race = 3.71%
Percentage of Other Race = 7.25%

White Race = 22,600,000 x 0.552 = 12,475,200 US people
Hispanice Race = 22,600,000 x 0.133 = 3,005,800 US people
Black Race = 22,600,000 x 0.152 = 3,435,200 US people
Asian Race = 22,600,000 x 0.0539 = 1,218,140 US people
Mixed Race = 22,600,000 x 0.0371 = 838,460 US people
Other Race = 22,600,000 x 0.0725 = 1,638,500 US people
  • We then calculated for the total US population of age cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old, and also added the number of US population per race. After that we calculated for the distribution/percentage of each race from the total US population combination of age cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old.

Total US Population of Age Cohort 15-24 yrs. old (based on 3 age cohorts of 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old)

Given: 15-17 yrs. old age cohort US population = 12,600,000 (source 10); 18-19 yrs. old age cohort US population = 8,680,000; 20-24 yrs. old age cohort = 22,600,000
Total US Population of 3 Age Cohorts = 12,600,000 + 8,680,000 + 22,600,000 = 43,880,000

Total Number of US population per Race of age cohorts 15-24 yrs. old

Total White Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 6,854,400 + 4,721,920 + 12,475,200 = 24,051,520
Total Hispanic Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 1,827,000 + 1,206,520 + 3,005,800 = 6,039,320
Total Black Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 1,827,000 + 1,302,000 + 3,435,200 = 6,564,200
Total Asian Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 574,560 + 434,000 + 1,218,140 = 2,226,700
Total Mixed Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 618,660 + 393,204 + 838,460 = 1,850,324
Total Other Race US Population of Age Cohorts 15-17 yrs. old, 18-19 yrs. old, and 20-24 yrs. old = 902,160 + 622,356 + 1,638,500 = 3,163,016

Distribution/Percentage of Each Race for age cohort 15-24 yrs. old

Given: Total US population of age cohort 15-24 yrs. old = 43,880,000 US population; Total US population per race of age cohort 15-24 yrs. old
White race percentage, 15-24 yrs. old age cohort = (White Race US Population of age cohort 15-24 yrs. old / Total US Population of age cohort 15-24 yrs. old) x 100 = (24,051,520 / 43,880,000) x 100= 54.81% of age cohort 15-24 yrs. old
Hispanic race percentage, 15-24 yrs. old age cohort = (Hispanic Race US Population of age cohort 15-24 yrs. old / Total US Population of age cohort 15-24 yrs. old) x 100 = (6,039,320 / 43,880,000) x 100 = 13.76% of age cohort 15-24 yrs. old
Black race percentage, 15-24 yrs. old age cohort = (Black Race US Population of age cohort 15-24 yrs. old / Total US Population of Age cohort 15-24 yrs. old) x 100 = (6,564,200 / 43,880,000) x 100 = 14.96% of age cohort 15-24 yrs. old
Asian race percentage, 15-24 yrs. old age cohort = (Asian Race US Population of age cohort 15-24 yrs. old / Total US Population of Age cohort 15-24 yrs. old) x 100 = (2,226,700 / 43,880,000) x 100 = 5.07% of age cohort 15-24 yrs. old
Mixed race percentage, 15-24 yrs. old age cohort = (Mixed Race US Population of age cohort 15-24 yrs. old / Total US Population of Age Cohort 15-24 yrs. old) x 100 = (1,850,324 / 43,880,000) x 100 = 4.22% of age cohort 15-24 yrs. old
Other race percentage, 15-24 yrs. old age cohort = (Other Race US Population of age cohort 15-24 yrs. old / Total US Population of age cohort 15-24 yrs. old) x 100 = (3,163,016 / 43,880,000) x 100 = 7.21% of age cohort 15-24 yrs. old

Therefore, we calculated that TikTok's US unique users race distribution/percentage for ages 16-24 yrs. old are estimated to be 54.81% white, 13.76% Hispanic, 14.96% black, 5.07% Asian, 4.22% mixed, and 7.21% other races.

CONCLUSION:

Due to lack of information found from pre-compiled sources, broadening the research scope, and triangulation strategies, we, therefore, concluded that there is no publicly available information about the TikTok US users demographics of location, home-ownership and children, even after exhaustive research. The reason might be because there are still no publicly available reports which provide information about the specific US demographics and that there was no other way to find the information through triangulation using the findings available.
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