The most engagements on TikTok are from Gen-Z (58%). The second most used short-form video platform by Gen-Z is Instagram (24%). Gen-Z use TikTok for an average 86 minutes daily, which makes about 10 hours per week. 65% of the surveyed people in America engage with multiple short-form video content throughout the day, with Gen-Z (83%) consuming short-form video content the most among them.
There are different types of short-form content users enjoy watching, with comedy (50%) being the top content. 44% enjoy watching entertainment content like movie clips or trailers. 42% also enjoy watching content based on animals and pets, while 36% love watching lifestyle and vlogging content. People enjoy watching content on TikTok because it's always diverse with a blend of humor, education and entertainment.
Short-form video content also influences the users’ purchasing decisions. 3 out of 8 respondents said that they have made a purchase based on the content they watched, with women (41%) more likely to do it than men (30%). TikTok is again the top platform to influence the shopping decisions of users. Gen-Z (90%) are the most likely to get impulsed to buy something after watching the content. The top products people bought after watching the content were clothing (38%), skin care (30%) and makeup (27%).
There is also a big diversification of platforms across different generations. Where most Gen-Z prefer platforms like TikTok and Instagram, millennials are more likely to use Instagram and Facebook. On the other hand, Baby Boomers are likely to watch short-form video content on YouTube.
Take a look at the chart below for more insights:
Read next: The Growing Popularity of AI Image Generation: How Different Generations Are Learning to Prompt Creatively
by Arooj Ahmed via Digital Information World
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