How US adults actually use TikTok revealed
With only around half ofTikTokers posting videos, a new survey reveals how adults are actually using TikTok and who’s creating the content.
TikTok is one of the world’s most used platforms with over 1 billion monthly active users. A new study from Pew Research sheds some light on how people are actually using the app. Generally associated with youngsters, the study looks at how US adults use TikTok.
Roughly one-third of adults in the US are thought to use TikTok. Pew Research combined survey responses with the behaviour of users on the app to gather their results.
How many TikTok users post videos themselves?
Nearly half of TikTok users never post videos themselves. The average user on TikTok rarely posts their content if they post anything, with the majority of users not even adding a bio to their account. Only 40% of those who use TikTok have posted a video publicly.
The study found that, 98% of the content publicly posted on TikTok is produced by the top 25% of US adults. Interestingly, Pew found that the percentage of content creators was roughly the same for Twitter – showing many remain lurkers on consumers-as-creators platforms.
Do young adults use TikTok differently to other generations?
Pew Research found that young adults – US adults aged between 18-34 – are much more likely than older generations to use TikTok. However, of those who do use TikTok they post on the site roughly the same amount as users aged 35 to 49.
Who is using and engaging with TikTok the most?
Those who post videos are much more likely to use the app as a consumer. Pew found that those who posted content were likely to follow more users, have more followers, and more likely to have built their profile with a bio.
Posters were also more likely to enjoy the content they found in their ‘For You’ page. The algorithmically personalised feed of content is TikTok’s bread and butter for views and engagement. 40% of users said that they found this content “extremely or very interesting” whilst 14% said that it was “not too or not at all interesting”.