Baby Boomers account for nearly one in five adult TikTok users in the United States, according to recent research from YouGov.
The report was based on data from a rolling survey of a nationally representative panel of adults (age 18+) in the US.
The researchers found Baby Boomers represent 19% of TikTok's adult audience.
Some 52% of Baby Boomers on TikTok use social media for more than an hour per day.
Comedy is the most commonly followed content genre on social media among Baby Boomers who use TikTok.
Baby Boomers on TikTok are as likely as younger users to browse online to see what products are available to buy, but their shopping journeys are less likely to span both online and in-store.
About the research: The report was based on data from a rolling survey of a nationally representative panel of adults (age 18+) in the US.
