A Study of Usage Behavior of Tiktok Users in China

Abstract

With the rapid development and application of 5G technology in the world, short video business has become a new development opportunity for many Internet companies. As of December 2020, the number of short video users in China is 873 million, and Tiktok is the best company in the field of short video in China.

        This study achieves 2 purposes by studying the behaviors of Tiktok users: One is to study the reasons for the rapid growth of Tiktok users and what are their motivations for using Tiktok. The second is to study when and where Tiktok users use Tiktok, and whether these variables are necessarily related to users’ business behaviors.

        This study adopts quantitative research methods, including literature research and investigation. A questionnaire was designed and 623 groups of Tiktok effective users were obtained. This study uses descriptive statistics and hypothesis testing statistical methods, statistics, analysis and conclusions.

        There are 2 conclusions of this study:

        1) The rapid growth of Tiktok users is the inevitable result of multiple factors superimposed with Chinese material abundance, COVID-19 and entertainment as the main motivations. The gamification design and operation of TikTok product itself is also one of the important factors driving the rapid growth of Tiktok users. Tiktok users’ motivation for entertainment is dominant.

        2) There are more female Tiktok users than male users, and the users are between 22 and 41 years old. The main usage scenarios of Tiktok users are family and commuting. There is no significant correlation between the independent variable of the study and variable traffic, indicating that Tiktok user behavior has great randomness.