07.08.24
NIQ, a global leader in measurement and data analytics, has released a new comprehensive report in collaboration with TikTok, focusing on their in-app commerce feature—the TikTok Shop.
The report highlights the changing dynamics of consumer shopping behavior and provides insights into how brands can effectively engage with their audiences on this influential platform. This report builds on NIQ’s advanced measurement capabilities introduced in October 2023, offering brands and retailers valuable insights into their product performance within TikTok Shop.
Jacqueline Flam, SVP, U.S. Beauty, with NIQ, commented,
“Combining the creativity and engagement of TikTok with data-driven insights from NIQ is a game-changer for brands. Understanding and measuring performance on TikTok Shop isn’t just about tracking numbers; it’s about unlocking the power of consumer behavior in real-time. This empowers brands to connect with their audiences strategically, driving meaningful outcomes and staying ahead in today’s dynamic marketplace.”
According to the 2024 NIQ Consumer Outlook survey, 55% of respondents make direct purchases from social media or live-stream platforms for grocery and household items. Using these types of services eliminates store locations and travel time.
The survey also showed that 43% of Millennials and Gen Z online purchases are made via smartphone apps.
Rachael Ryan from TikTok, said,
“At TikTok, we’ve seen a shift in consumer behavior where entertainment, personalized discovery, and authentic voices seamlessly converge to inspire a community ready to shop. Our research indicates this organic behavior is driving unprecedented engagement and commerce everywhere. I am grateful for our friends at NIQ who are helping brands navigate this landscape with precision, delivering experiences that resonate and drive growth in the ever-evolving commerce landscape.”
Brands can leverage TikTok to build strong connections with various demographics, ensuring long-term loyalty. Both well-established and smaller brands can thrive on TikTok, as the platform facilitates product discovery and consumer engagement.
Survey Insights
Higher Purchase Intent: TikTok users are 48% more likely to discover and immediately purchase new products than users on other social/video platforms, emphasizing TikTok’s role as a catalyst for consumer engagement.
E-Commerce Influence: With 62% of respondents familiar with TikTok Shop and 68% open to making purchases through it, the platform has become a pivotal player in the e-commerce landscape, offering a seamless shopping experience to a receptive audience.
Post-Engagement Actions: After encountering a shopping ad on TikTok, 71% of users said they are likely to take an off-platform action to explore the product/brand further, highlighting the platform’s ability to drive interest and brand discovery.
Offline Impact: Remarkably, 2 in 5 users who discover a product on TikTok opt to visit physical stores to make purchases, highlighting the platform’s influence on offline consumer behavior.
See here for the full report.
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