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TikTok Driving Purchasing Power of Gen Z Women

Wednesday 20 December 2023 - 15:41

The short-video app TikTok has captured the attention of Gen Z women, influencing their spending habits and financial behavior more than their male counterparts.

TikTok’s grip on young women in the U.S. is strong – 75% of Gen Z females are scrolling through the app, compared to 62% of Gen Z males, per a recent Morning Consult survey. This disparity sheds light on why women are spearheading trends in spending. Gen Z women are more disposed to buying products promoted by TikTok influencers, from beauty items to home goods.

According to the survey, 53% of Gen Z women have purchased beauty products featured on TikTok versus just 13% of men. Outpacing men, women also splurge the most on fashion accessories, jewelry, home decor, clothing, and shoes promoted on the platform.

TikTok tastemaker videos and influencer “hauls” showcase aspirational lifestyles to impressionable young followers. But the façade of wealth can obscure financial realities – Gen Z’s non-mortgage debt has nearly doubled since 2021 to over $21,000 per person. While TikTok may be driving the purchasing power of young women today, the long-term impacts on their financial health remain to be seen.

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