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With 113.3 million users in America and 10.8 million in Canada, TikTok has solidified its status as a cultural phenomenon across North America. From #BookTok to #FoodTok and everything in between, people are turning to the app as their go-to source for entertainment and education.
To understand the impact of TikTok on daily life, we surveyed 3,000 users from each country. Exploring interests such as fitness, health, careers, food and more, we explored whether TikTok is revolutionizing our approach to inspiration and learning.
TikTok's influence in America is undeniable, driving trends and sparking conversations across the country. It is now deemed the 4th most popular search engine. Our survey reveals that the average American spends up to 1 hour and 19 minutes on TikTok daily, opening the app about 6 times a day. While for some it might seem like just a distraction, TikTok users are finding countless positive ways to engage with the platform. In fact, more than half of our American respondents revealed that TikTok is their go-to source for learning. So let's dive into the data to uncover how TikTok is influencing the US.
TikTok's fitness and well-being videos are truly hitting their mark with Americans. A remarkable 71% of respondents credit TikTok videos with igniting their interest in personal growth, focusing on mindfulness and productivity. For 68% of users, the platform has been the push they needed to improve their exercise regimes or dietary habits.
Beyond fitness, 65% have ventured into new hobbies or interests, spurred by TikTok's constant flow of inspiration. Meanwhile, #FoodTok has influenced 61% of Americans to experiment with new and fresh recipes, highlighting the platform's expansive impact on personal development and exploration.
Despite its prevalence on our feeds, TikTok has yet to significantly influence Americans in padel or tennis (only 8%). Additionally, a mere 9% of Americans are joining sports clubs for their dating life, indicating a lack of impact in this regard as well. Amid the trend of young people joining clubs for dating purposes, the overall influence remains limited.
TikTok is also being used as a style setter, a home decorator, and a shopping guru all rolled into one. With 63% of Americans swiping up products endorsed by their favorite TikTokers, it's clear the influence is real. Moreover, 58% have been swayed to make clothing or makeup purchases, and 52% have revamped their living spaces thanks to TikTok inspiration. This emphasizes how these platforms ignite creativity and experimentation in our daily lives. So, the next time you dive into your For You Page, prepare yourself — you might just end up redecorating your entire house before bedtime!
And let's not forget those wanderlust-inducing travel videos — 59% of Americans are packing their bags and hitting the road after a TikTok-induced inspiration.
Finally, TikTok also has an impact on career paths and literary tastes. Navigating the various career options can be challenging, particularly for those just beginning their professional journey. For 43% of Americans, TikTok has served as an influence on career decisions and aspirations, shaping their paths forward.
Meanwhile, the rise of #BookTok is sparking a reading revolution, with the hashtag being used on more than 60 billion videos worldwide. As a result, 40% of Americans have immersed themselves in more books thanks to the engaging recommendations circulating on the platform. Raise your hand if Colleen Hoover's novels reignited your love for reading!
Whether you're seeking inspiration for your next career move or looking to explore new literary worlds, TikTok proves itself to be a versatile influencer, leaving its mark on both personal and professional fronts.
After crunching the numbers, we dug into the state-by-state breakdown. Leading the pack, Mississippians are putting in serious screen time, clocking in at a hefty 3 hours and 8 minutes on TikTok each day and tapping into the app about 9 times. That is 25% of the waking day on the social media platform.
Meanwhile, Arizona takes a respectable 2nd place, though with just over an hour less screen time than their Mississippi counterparts. They dedicate an average of 1 hour and 44 minutes to TikTok, logging in 8 times daily. Rhode Islanders spend the least time on the app, averaging just 29 minutes of screen time each day.
Interestingly, TikTok has become a popular educational resource, especially among New Hampshire residents, with an impressive 95% using the app as their go-to space for learning. Mississippians are not far behind, with 75% relying on TikTok for their educational needs. Clearly, TikTok is swiftly transforming into the modern classroom.
TikTok's influence reaches into personal growth and knowledge sharing. Mississippi and New Mexico residents are the most inspired to use TikTok videos to pursue goals like mindfulness and productivity (98%). In New Hampshire, 92% of residents have enrolled in a course and started learning something new because of TikTok, the highest rate in the U.S. Meanwhile, 75% of Mississippians have done the same, significantly surpassing the national average of 31%. And the influence doesn't stop there! In Hawaii, a whopping 90% of residents have had their career paths influenced by TikTok career advice or success stories.
Maine residents are leading the charge in embracing new interests and healthy habits through TikTok. A remarkable 86% have been inspired to pick up a new hobby, while an impressive 88% have felt motivated to change their exercise or diet routines after watching fitness and health videos on the platform. Not far behind, Illinois residents are also hopping on the trend, with 74% finding inspiration for new interests or hobbies.
In addition, 95% of New Hampshire residents have been inspired by #FoodTok to get creative in the kitchen and whip up new recipes.
From shopping sprees to adventures, TikTok has become the ultimate influencer in our lives! In South Dakota and Delaware, a whopping 80% of residents have purchased products recommended on the app. Not far behind, 79% of Tennesseans have fallen under TikTok's spell when it comes to shopping. But it's not just about material goods—TikTok has also become a virtual travel agent, with 95% of New Hampshire residents deciding to visit places or plan trips after seeing them on the platform. And let's not forget about fashion and beauty trends! A staggering 92% of New Hampshire residents have been swayed by TikTok's fashion and beauty content. While DIY and home decor videos are also making waves, influencing changes in living spaces for 92% of New Hampshirites.
Looks like #BookTok's got folks Mississippi flipping pages like there's no tomorrow. 84% of Mississippians credit the viral video platform for sparking their reading fervor. Who knew a few catchy TikTok clips could turn so many into bona fide bookworms?
TikTok has swiftly become an integral part of daily routines for Canadians. The average Canadian dedicates 1 hour and 19 minutes to TikTok each day, opening the app an average of 7 times.
The social media platform is making significant shifts in health, wellness, and personal interests. A staggering 75% of Canadians find motivation to alter their exercise or diet routines through TikTok's engaging fitness and health videos. Moreover, 73% of users credit TikTok with guiding them toward personal growth goals such as mindfulness and productivity. Additionally, the same percentage have explored new hobbies or interests through the platform.
TikTok is not only influencing how individuals approach health and personal development but also shaping their career decisions. In fact, 44% of Canadians attribute changes in their career paths or job searches to the platform's insightful career advice and success stories.
Canadians are also using TikTok as a source of inspiration, driving both culinary creativity and literary exploration. With 65% of users finding inspiration from #FoodTok, many have ventured into their kitchens to experiment with new recipes. Likewise, 46% attribute their increased reading habits to #BookTok, where discussions and recommendations have sparked a renewed passion for literature.
TikTok has become a significant player in shaping consumer behavior across multiple areas. For example, it inspires 71% of Canadians to explore new travel destinations and plan trips. Similarly, 64% rely on TikTok for staying updated on fashion and beauty trends, influencing their shopping choices. Furthermore, DIY and home decor videos on TikTok inspire changes in living spaces for 64% of Canadians, while 63% make purchasing decisions based on recommendations from the platform. These insights highlight TikTok's profound impact on how people make choices in various aspects of their lives.
Exploring regional trends in Canada, Ontario leads in TikTok usage, with residents spending an impressive 1 hour and 48 minutes daily on the app and opening it 8 times. In contrast, Manitoba residents have the lowest average TikTok usage among all regions, spending around 1 hour across 5 sessions. Despite being the lowest among all provinces and territories, this still reflects a significant engagement with the platform.
In New Brunswick, 70% of residents are turning to TikTok as a platform for learning, setting the pace among Canadian provinces. Prince Edward Island follows closely behind at 67%, with a notable 67% of its residents having enrolled in a course or pursued new learning opportunities through the app. Nova Scotia isn't far behind, with 66% similarly embracing TikTok as a tool for education and personal growth. These trends underscore TikTok's significant role in fostering a surge of interest in education and learning across the regions.
Alberta residents stand out as the most engaged with TikTok for fitness and health inspiration, with a remarkable 81% finding motivation from the platform to alter their exercise or diet routines. Close behind, 80% of New Brunswick residents report similar inspiration from TikTok fitness or health videos. This highlights TikTok's role in promoting healthier lifestyles. Moreover, an impressive 83% of Nova Scotians are inspired by TikTok to pursue personal growth goals like mindfulness and productivity, alongside 76% of Albertans.
Hobbies and interests have blossomed under TikTok's influence. A noteworthy 90% of New Brunswickers have adopted new hobbies or interests, paralleled by 88% of Saskatchewan residents embracing the movement.
Expanding on these cultural trends, in New Brunswick, a remarkable 96% of participants have found inspiration from #FoodTok to create new recipes, joined by 75% of Saskatchewan residents who have also jumped on the cooking bandwagon. Additionally, #BookTok is fostering a resurgence in reading, with 60% of New Brunswickers and 50% of Saskatchewan participants exploring more books thanks to TikTok recommendations.
TikTok is reshaping shopping habits across Canada. In Saskatchewan, 75% of participants and in Alberta, 70% have bought products based on TikTok recommendations. Fashion and beauty trends are also heavily influenced, with 88% of Saskatchewan residents and 67% of Ontarians adjusting their clothing and makeup choices due to TikTok. Home improvement has seen a surge too: 67% of Prince Edward Islanders and 63% of Saskatchewan residents have revamped their living spaces inspired by TikTok's DIY and home decor content.
Additionally, TikTok is fueling travel plans; 83% of Nova Scotians have decided to visit a place or plan a trip after seeing it on the app.
From cooking and reading to shopping, home decor, and travel, TikTok is shaping the lives and interests of Canadians in diverse and exciting ways.
TikTok is undeniably cementing its position as the go-to destination for learning, sparking ideas, and more. Whether it's cultivating reading habits, honing new skills, exploring creative home decor ideas, or breaking a sweat with innovative workouts, both Americans and Canadians are increasingly turning to the platform for inspo. It's clear: the era of personal growth is in full swing!
We surveyed 3,000 American and 3,000 Canadian TikTok users to understand the platform's influence on their habits, interests, and lifestyle choices. Please note Montana was excluded because of the state-wide TikTok ban.
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