TikTok shares the second installment of its Path-to-Purchase Report, a study that shows TikTok’s impact on consumers’ purchase journeys – from discovery to consideration to post-purchase evangelism.
The latest research gives brands several interesting insights into how they can harness the platform not only to drive culturally relevant conversations but also to supercharge their sales.\
In addition, the report demonstrates how TikTok’s platform and community can drive impact beyond spur-of-the-moment impulse buys.
Consumers tend to share joyful content about big-ticket purchase items such as vacations and new cars, which in turn drives action among other consumers who are eager to participate in the conversation both on and off the platform.
Key highlights of the latest research include:
- TikTok has a powerful and positive impact throughout the purchase journey. In fact, 50% of users report that they are more likely to feel joyful, excited, or happy about the products they’ve purchased.
- TikTok turns out to be a word-of-mouth marketplace that’s driven by post-purchase actions. Users turn to brands, creators, and trending topics to discover new products.
- 58% of TikTok users discover new brands and products on the platform.
- 44% discovered something they immediately went out to buy.
- Discovery happens on TikTok 1.1x more than on other platforms.
It’s also worth noting that what happens on TikTok doesn’t stay on TikTok.
- TikTok users are 56% more likely to research new...
Read Full Story: https://www.searchenginejournal.com/research-reveals-tiktoks-impact-on-consumers-purchase-journeys/453960/
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