For the first quarter of this year, 19% of online shoppers reported turning first to TikTok, compared to just 14% a year ago. This is absolutely no surprise to me. I teach college kids ages 18-22, and they love them some TikToks. They know how to train their algorithms to deliver what they want, and they are turning to TikTok for more of the content and activities that perhaps we think of Facebook and Instagram as delivering. Granted, this age range isn’t looked to to drive home furnishings purchases, but it is indicative of wider trends coming, in this case in the area of social media usage.