What lies behind its phenomenon, and how has the community of this platform changed? What percentage of users are older? The GetHero agency, together with SPWS University of Humanities and Social Sciences, studied Polish TikTok users, and the results were presented in the third edition of the report.

A common belief has taken hold that TikTok is an app reached for by children and teenagers, but is that really the case? For some time now, TikTok has ranked among the most downloaded apps. According to the Gemius report, more than 8 million Poles have come into contact with this medium. This should come as no surprise, because in recent months a considerable number of older users outside the so-called Generation Z (people born between 1996 and 2012) and Alpha (people born after 2012) have registered on the platform.


- Recent months clearly show that on TikTok everyone can find their place. Compared with the previous year alone, the user base grew by 58%, which shows the scale of popularity we are talking about. Adults are reaching for the app more and more often, hence our curiosity to check how different generations use this platform. In this edition of the report, we answer, among other things, what percentage of older users actively create their own content compared with younger ones, and how much time on average they spend in the app – says Magdalena Wysocka, responsible for the report on GetHero's side.

Report on TikTok users: generational changes and new opportunities

Report: Polish TikTok users and opportunities for brands


The ease with which the app is operated means that anyone can become a creator on TikTok, and thanks to its algorithms it is even possible to reach millions. It is therefore no surprise that the world's biggest brands, such as Zalando or Red Bull, are reaching for the app more and more willingly. The independent TikTok report, prepared by the GetHero agency in cooperation with SPWS University, not only brings the behaviour of the app's statistical users closer, but also indicates what marketing opportunities exist.


REPORT: Polish TikTok Users Under the Microscope! — illustration 1

Summary

The report prepared by the GetHero agency and SPWS University of Humanities and Social Sciences shows that TikTok has ceased to be the domain of children and teenagers alone. Gemius data show that more than 8 million Poles have encountered the platform, and the user base grew by 58% over the year. It is increasingly being reached for by people outside Generation Z and Alpha, and the authors of the study checked how different generations create content and how much time they spend in the app.

An interesting point is the growing role of TikTok in marketing – brands such as Zalando and Red Bull use its algorithms to build reach, which confirms that the platform has become an important channel of business communication.