TikTok’s role in car buying behavior is small but growing

The fate of TikTok in the U.S.—which temporarily went dark this weekend before restoring its service…again—has had content creators and marketers on edge. But what if any impact does the platform and its 170 million user base have when it comes to influencing new vehicle buyers?  

Well, according to a recent study by Strategic Vision, that all depends on the consumer demographic.

Digging in: Strategic Vision’s 2024 New Vehicle Experience study—which surveyed 57,000 new vehicles buyers and lessees—reveals that TikTok’s influence during the car purchasing journey varies among Gen Z, Gen X, and Millennial buyers, as the future of the social platform in the U.S. sits in limbo.

• 13% of Gen Zers surveyed cited TikTok as an information source during their car purchasing journey. 

• 6% of the Millennials surveyed indicated that TikTok played a role in their new vehicle purchase.    

• 2% of Gen X buyers noted that TikTok was a source of information when shopping for a new vehicle.

Among Boomers and older generations, less than 1% of those surveyed cited the social platform as an influential source during their car purchasing process. For those over the age of 24—which account for 94% of all new vehicle buyers—Strategic Vision found that TikTok’s influence was “negligible.”

Between the lines: The study also cites some interesting trends regarding the influence of other social media platforms, compared to more “traditional” sources—though the definition of “traditional” media is rapidly shifting.

• While TikTok only influences 2.2% of all new vehicle buyers, it ranks more influential than radio at 1% and newspapers at 1.2%.

• Other social media platforms are even more influential than traditional sources at 18.3% for YouTube and 4.1% for Facebook.  

• Manufacturer websites and dealer websites rank as the most trusted sources for new vehicle buyers at 63% and 58%, respectively—followed by Consumer Reports at 28% and Kelley Blue Book at 18%.

Looking ahead: The future of TikTok in the U.S. is still in limbo – though President Donald Trump has vowed to delay its ban in the U.S. for 90 days to help find a resolution to security concerns raised about the platform. 

Regardless of the outcome, expect social media platforms like TikTok and Youtube to become more influential in new vehicle purchases as Gen Zers grow into a larger segment of the buying market, given how the platforms have become a go-to source for information among younger generations.

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