TikTok is no longer just a social network for consuming multimedia content. The platform now enables Internet users to buy products directly. The application commissioned the Ipsos polling institute to conduct a study and shed light on how TikTok Shop offers consumers a new way of shopping.
The survey was conducted between August and September 2014. For the occasion, 3876 Americans aged 18 to 65 were interviewed.
Results
According to the study, three out of four buyers recognize that this network is the preferred place to discover new brands and products. “On TikTok, discovery is the platform’s main strength. Fueled by the For You feed, users often make spontaneous discoveries while leveraging the platform’s search capabilities to actively seek out new content and products,” comments Ipsos. “The big change has been the move away from traditional search engines as a point of discovery to something more engaging, like TikTok.”
The For You feed is a personalized algorithm. It feeds on the content consumed by each Internet user in order to push other relevant content in the same vein. 68% of respondents explain that this enables them to discover new products.
From passivity to action
While TikTok offers its users new products, they also actively use the platform to keep an eye on new trends (beauty, for example).
In fact, two out of every three discoveries (on the network) are intentional. “Although traditional search engines still play an important role, more than half …
