Oxford Economics conducted research to measure the economic value that TikTok provides to businesses and consumers across the United States. The study included a comprehensive survey of 1,050 small- to mid-sized businesses (SMBs) and 7,500 consumers from all 50 US states and Washington D.C. All respondents that completed the survey were recruited independently of TikTok. To participate in this survey, SMBs had to have a TikTok account for business use and consumers needed an account for personal use.

Oxford Economics analyzed the survey findings to measure the economic contribution of growth among SMBs on TikTok that is attributable to the platform, as well as the economic importance of the platform to consumers.

Industries: Agriculture; real estate; education; restaurants/food services; health & wellness; professional services; tradespeople; music & entertainment; hospitality, travel & tourism; automotive; beauty & fashion; technology; and other consumer goods

Number of employees: Fewer than 500 employees

Geography: All 50 States in the US (except Montana) as well as Washington D.C.

Dates fielded: September 2023 to October 2023

SMB data was collected before the launch of TikTok Shop.

Age: Gen-Z, Millennial, Gen-X, and Baby Boomers

Geography: All 50 States in the US as well as Washington D.C.

Dates fielded: September 2023 to November 2023

All respondents had to be 18 years or older to participate in the research.