A recent report from Edison Research has revealed that 54% of TikTok users aged 25 to 44 have researched more about a company or product after seeing it on the platform. This figure indicates that TikTok is not just a space for Generation Z, but is gaining ground among millennials, who are becoming increasingly active on the social network.
Millennials eat everything
The study, which surveyed 2,253 teenagers and adults in the United States from October 3 to 29, 2025, highlights how this demographic is actively using TikTok not only for entertainment, but also for conducting research that influences their purchasing decisions. This reflects a significant shift in the perception of TikTok’s audience, which has traditionally been seen as a space dominated by younger users.
As brands seek to connect with diverse audiences, it is crucial to adjust advertising budgets to focus on the age group of 25 to 44 years on TikTok. The report suggests that companies reconsider their campaigns to target those buyers who not only view, but also research and make purchases influenced by content on the platform. This trend may lead to a shift in how digital marketing strategies are structured.
The data has been weighted to reflect the national population according to the U.S. census, which lends greater credibility to the conclusions. The action metrics, which are favorable to millennials, highlight the importance of considering this group in future advertising campaigns, providing a unique opportunity for brands to effectively connect with an audience that is engaged and informed.