Social Media: TikTok-Nutzer:innen in Deutschland

Selected insights on social media: TikTok users in Germany

• TikTok is more popular among Generation Z than other social networks
• There is a fairly even split of male and female TikTok users
• TikTok users have a similar income distribution as social media users in general
• Social media users in general and TikTok users specifically, live in similar type of communities
• Being successful is more important to TikTok users than to other social media users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors