TikTok vs. Instagram: Differences & Which is Better for Your Brand
It's why big accounts are more likely to be promoted on the platform than smaller ones. On the other hand, TikTok's algorithm is more complex.
Gen Z
Limited audience demographics: Most TikTok users are <anchor>Gen Z</anchor>. This means you’re less likely to find your target audience on TikTok, unless your business caters to a younger audience.
US TikTok Users, by Age Forecasts, Estimates, & Historical Data
US TikTok Users, by Age Forecasts, Estimates, & Historical Data

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USTikTok, US

TikTok Users, by Age

Ad Revenues

[TikTok Ad Revenues](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/6243d8956eb6f904249bd064)

PRO+

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[Mobile TikTok Ad Revenues](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/624376426eb6f90c98e897f5)

Ad Revenue, per User

[TikTok Ad Revenues, per TikTok User](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/6243dae26eb6f904249bd072)

Ad Revenue per Hour, per Person

[TikTok Ad Revenues per Hour Spent with TikTok, per Person](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/62806105767fd3135403c4e9)

by Format

[Mobile TikTok Display Ad Revenues](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/6243770205bb2b076c306dd9)

Time Spent

[Time Spent with TikTok](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/600b0c867351f40b40e98c08)

[Time Spent with TikTok by Users](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/600b0e1c7351f40b40e98c0c)

[Time Spent with TikTok, by Age](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/63dbe2c4f5811b10acb001c9)

Users

[TikTok Users](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/5e4c6a29c56a401090de843b)

[Adult TikTok Users](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/600b02bb7351f40b40e98bff)

by Age

[TikTok Users, by Age](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/60883a7715ad620b84502a14)

[TikTok User Penetration, by Age](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/608959d1344b9207ec17581f)

[TikTok User Share, by Age](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/60895b2d0b2f28075cb1a57d)

by Sex

[TikTok Users, by Sex](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/60896107344b9207ec175822)

by Generation

[Tiktok Users, by Generation](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/60895dd90b2f28075cb1a57f)

by Race/Ethnicity

[TikTok Users, by Race/Ethnicity](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/62633228767fd30fa44872af)

[TikTok User Penetration, by Race/Ethnicity](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/6263399122ac8e0f0407a71b)

[TikTok User Share, by Race/Ethnicity](https://www.emarketer.com/forecasts/5e4c6b5ec56a401090de843e/62633a44767fd30fa44872c3)

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Source & Notes

Data Table

Source: EMARKETER Forecast, May 2024- June 2024

Note: internet users who access their TikTok account via any device at least once per month

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends and demographic adoption trends.

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