One in five TikTok users in the U.S. are Baby Boomers, but who are they?

Key findings: 

• Nearly one in five TikTok users in the U.S. are Baby Boomers, showing the platform’s appeal extends well beyond younger generations. 
• Almost half of Baby Boomers on TikTok spend between one and five hours on social media daily, although they remain lighter users than younger audiences overall. 
• Staying connected with friends and family (77%) and following news and current events (64%) are the top reasons Baby Boomers use social media. 
• Baby Boomers on TikTok are digitally engaged shoppers, with 78% researching products online and 48% using social media for product and brand research.

TikTok is often seen as a platform dominated by younger generations, but Baby Boomers have established a meaningful presence on the app too. Using data from YouGov Profiles, we explore who these users are, why they use social media, and what sets them apart from younger TikTok audiences in the U.S.

Who are the Baby Boomers on TikTok?

Baby Boomers account for nearly one in five TikTok users in the U.S., highlighting the platform’s reach beyond younger audiences. While Millennials make up the largest share of TikTok users (30%), followed by 27% for Gen X and 24% for Gen Z, Baby Boomers represent 19% of the platform’s audience. 

For context, Baby Boomers make up 26% of the general American population. 

More than half (57%) of Baby Boomers on TikTok describe themselves as retired, 16% are working full time, while around one in ten are working part time. Almost six in ten (58%) of Baby Boomers on TikTok are women, 42% are men. 

They’re also more likely to be homeowners, with 67% saying they own their primary housing, while 29% rent and 4% live rent free. At 36%, TikTok Boomers are most likely to be suburban, 26% live in a rural area, 25% are city dwellers, and 13% live in towns. 

Insight #1: Most Baby Boomers on TikTok are highly active on social media

We could say over half of Baby Boomers on TikTok use social media for more than an hour per day (52%), including 28% who spend one to two hours daily and a further 19% who spend between two and five hours.

Compared to younger TikTok users, Baby Boomers on TikTok are generally lighter users. Younger users are more likely to spend over two hours a day on social media (37% vs. 24% among Boomers), while Boomers are more likely to keep usage under an hour (46% vs. 34% among younger TikTok users).

Insight #2: Connection and current events are key drivers of social media use for Baby Boomers on TikTok

Staying connected with friends and family is the top reason Baby Boomers use social media (77%), while following news and current events ranks second at 64%, slightly ahead of younger audiences (61%).

Entertainment is also a major reason Boomers use social media, with more than half (54%) saying they use it for videos, memes, and games. However, younger TikTok users are considerably more likely to use social media for entertainment (78%).

Boomers are also significantly less likely to use social media for networking or professional connections, aligning with the earlier finding that most are retired.

Insight #3: Comedy and music are top genres for Baby Boomer TikTok users

Comedy is the most commonly followed content genre among Baby Boomer TikTok users, with 59% saying they follow this type of content on social media. Music (52%) and TV & movies (48%) also rank highly, alongside animals and pets (47%) and cooking and baking (44%).

Compared with younger TikTok users, Baby Boomers are more likely to follow each of these top genres. The findings suggest that while Baby Boomers use social media to stay informed and connected, entertainment and lifestyle content still play a major role in shaping their experience.

Insight #4: Baby Boomers on TikTok are more likely to be direct shoppers

Baby Boomers on TikTok are just as likely as younger users to browse online to see what products are available to buy. (78% vs. 76%).

Where the two groups differ, however, is in the directness of their path to purchase. Across both online and offline channels, Baby Boomer TikTok users are more likely to commit to purchase without switching formats. 

More than half (53%) say they see something online and buy it online, compared with 49% of younger users.

Meanwhile, 46% say they see something in-store and buy it in-store, ahead of the 38% seen among younger users.

Baby Boomers on TikTok are less likely to switch between online and offline channels during the shopping process. Almost two in ten (19%) say they see something online and buy it in-store, versus 30% of younger TikTok users.

Insight #5: Social media plays a larger role in product research for Baby Boomers on TikTok

Baby Boomer TikTok users are more likely than Baby Boomers overall to rely on social media when researching brands, products, and services (48% vs. 40%). While online search remains the most commonly used source of information (68%), followed by online review websites (64%) and brand or service websites (63%), social media ranks among the top five research sources for Baby Boomer TikTok users.

They are also more likely than Baby Boomers overall to use retailer website reviews (50% vs. 44%) and online forums (16% vs. 13%) during the research process. Baby Boomers on TikTok are more digitally engaged consumers than the wider Baby Boomer population, particularly when it comes to researching products and services online.

In 2026, TikTok is no longer a Gen Z-majority platform. Baby Boomers represent a sizable and engaged segment of users who turn to social media for connection, entertainment and information – while online channels are a significant part of their consumer journeys.

Brands that tailor content to these motivations, particularly around lifestyle, humor, and practical value, may be well positioned to connect with an audience that is often overlooked in TikTok marketing strategies.

Methodology: 

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between May 2025 and May 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

Image credits: Getty Images