Key stat: More than half (54%) of TikTok users ages 25-44 have gathered more information about a company or product after hearing about it on the platform, according to a December report from Edison Research.

Beyond the chart:

• In fact, 43% of millennials have bought through an in-app social shop in the past three months, according to HubSpot, putting them on par with Gen Z for social commerce adoption and reinforcing TikTok's value as a full-funnel channel for this age group.
• Meanwhile, Instagram still leads as the platform shoppers are most likely to buy from overall, with 37.2% of US adults choosing it over TikTok's 30.5%, according to Power Digital Marketing. The gap suggests TikTok's edge with 25-44s is strongest in product discovery and research, not final checkout.

Use this chart: Drop this in your next TikTok media plan to shift budget toward the 25-44 demo. Show this to clients who still equate TikTok with Gen Z, because every action metric favors millennials. Use this to justify upper-funnel TikTok campaigns targeting shoppers who actually research and buy.

Related reports:

• US Social Commerce Forecast 2026 (EMARKETER subscription required)
• Generational Attitudes Toward Content Creators 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.