Key stat: TikTok's biggest US audience isn't Gen Z: 36.5 million visitors ages 25 to 34 came to the platform in May 2026, compared with 24.5 million ages 18 to 24, according to a May survey from Comscore.

Beyond the chart:

• Those millennial visitors also convert best. Some 47% of TikTok users ages 25 to 44 go on to buy a product they first heard about on the platform, making them its most active shoppers, according to Edison Research.
• Meanwhile, Gen Z is cooling on transactions: 63% say they have stopped buying through TikTok Shop, according to Harris Poll data shared with EMARKETER, even as 62% still use the app to discover products.

Use this chart: Drop this in your next social planning deck when someone argues TikTok skews too young for your brand. Show it to media buyers defending spend against older-skewing budgets, and use the female-male split to benchmark your creator roster against who actually shows up.

Related EMARKETER reports:

• TikTok Marketing 2026 (EMARKETER subscription required)
• What Brands Need to Know About TikTok Shop in 2026 (EMARKETER subscription required)