牛津经济研究院-TikTok效应-TIKTOK在英国的社会经济影响（英）

THETIKTOKEFFECTTHESOCIOECONOMICIMPACT

OFTIKTOK

INTHEUKJULY

2023The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUKTABLE

OF

CONTENTSForeword247Executive

summary1.

Introduction2.

TikTok’s

community

of

users2.1

WhousesTikTok

andwhy?2.2The

valueusersplaceonTikTok131319232.3How

TikTok

createsimpactaway

fromtheplatform3.

TikTok

as

an

enabler

of

SME

growth3.1

ProfilingSMEsonTikTok3.2How

SMEsuseTikTok

foradvertisingandmarketing3.3The

benefitsto

SMEsofusingTikTok272738424.

The

economic

impact

of

SMEs

using

TikTok

foradvertising

and

marketing454.1

TikTok

asadriverofSMEgrowth45454.2The

impactofSMEactivityontheUKeconomyAppendix

A:5561EstimatingconsumersurplusofTikTok’s

usersAppendix

B:EstimatingtheeconomicimpactofSMEadvertisingandmarketingonTikTokAbout

Oxford

Economics641The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUKFOREWORDTikTok

launchedintheUKin2018.

Infive

shortyears,we

have

grown

rapidly

andtoday

millionspeopleintheUKregularly

useourplatform.People

from

allwalks

ofandvarietyofbusinessessucceedingonTikTok

isincredible.There

arenotmanythingsthatamakeupmanufacturer,a

bakery,

stand-upcomedians,anda

sweetshopowner

have

incommon,butallofthemare

examplesof

anditcanbeseenby

millionssmallbusinessesintheUKthat

aroundtheworld.Ifyou

areThis

successisdriven

by

thefactthatTikTok

remainseasyandintuitivefor

creators

touse.Simplicityforourcreatorsisincrediblyimportantto

me.Ifyou

have

a

phoneanda

goodidea,you

canmakea

TikToklife,

ages,andbackgrounds,includingcreators,

smallbusiness

owners,

consumers,educators,

andstudents,

enjoyTikTok

asa

window

to

theworld

to

learnanddiscover,a

canvas

to

create

theirowncontent,

anda

bridgebetweenindividualsandcommunities.Alongtheway,

many

ofthemhave

found

that

notonlyarepeoplearound

theworldinterested

inwhat

they

do,

butthey

alsounderstand

that

itispossible

for

themto

makealivingdoingit,helpingto

turntheirpassions

into

financiallyviablebusinesses.have

usedTikTok

to

grow.a

youngfounderofa

smallbusiness,froma

backgroundthatistoooftenexcluded

fromthebusinesscommunityoranarea

away

fromourmajorcities,you

canuseTikTokto

showcase

yourproducts,yourtalents,oryourservices,withoutneedingsomeoneelse’sbackingorapproval.Smallbusinesses

make

up99.9%

ofallbusinesses

intheUK,whichmeanswhensmallbusinesses

succeed,we

allsucceed.

This

successhasledto

thecreation

ofnew

jobs,new

choices

forconsumers,

andnew

revenueto

theTreasury

to

fundpublic

Many

youngbusinesseshaveservices.

AstheUKrecoversfrom

theaftermath

oftheCovid-19

pandemic,smallbusinesses

are

criticaltotheUK’s

long-term

success.At

TikTok,

we

are

incrediblyproud

ofthesmallpartwestartedandarethrivingonTikTok,

butitiscriticalthatpolicymakersrecognisethisnew

pathway

to

successandwork

to

supportthemtobecomebigger,

better,

andmoresuccessful.Inorder

forthesebusinessesto

continueto

thrive,

governmentToday,

I

amproud

to

introducea

new

report

aboutthesocioeconomic

impactofTikTok

are

playing

inthejourney

ofontheUK.We

are

grateful

toOxford

Economics

for

theirwork

inshininga

lightonwhysmallbusinesses.partnershipto

championthesenew

TikTok-first

businessesiscrucial.CreatorsandTikTok

is

helping

to

breakTikTok

issovalued

by

ourusers,

down

barriers

to

opportunitytheutilityitbringsto

theirlivesandthebenefitsthat

itcanbringto

thewidereconomy.and

pave

the

way

for

new,younger,

more

ethnically

andregionally

diverse

businessesand

business

leaders.

Thereport’sfindingsonthenumberofsmallbusinessesowned

by

ethnicminorityleadersorthoseunder30compared

to

the“traditional”smallbusinesssectorisatestamentto

TikTok’s

powerto

democratisebusinessandculture.

Equally,thefactthatthevastmajorityofthejobssupportedby

TikTok

areoutsideofLondonshowstheabilityofbusinessesonTikTokto

succeed

acrossthecountry.smallbusinessesalsoneedgovernmentpoliciesthatmakeitaseasy

forthemto

dothingslikerecruitnewstafforsecurenew

investmentasitisforthemto

pickuptheirphoneandstartrecording.

TikTok

iscommittedto

workinghandinhandwiththeUKGovernmentandourcreators

to

helpmakethisvisiona

reality.For

me,

there

are

threeimportantfindingsthatthisreporthighlights:TikTok

is

a

powerful

toolfor

small

businesses.

I

amconstantlyinspiredandenergisedto

meetbusinessownerswhoareusingTikTokto

buildtheirbrandandfindnewcustomers.Ascanbeseenfromthecasestudiescontainedthroughoutthisreport,thelevelofinnovationTikTok

is

a

motivatingexperience.

Our

users

areinspired

by

what

they

seeon

TikTok

to

go

out

intothe

real

world

and

try

newthings,

explore

new

places,2or

learn

new

skills.

Asthereportfinds,60%ofusershavepurchaseda

product,visitedsomewhereorotherwiseengagedintheircommunitybasedonsomethingtheyhave

watchedonTikTok.

Forexample,someoneseeingagreat

new

restaurantonTikTokisvery

likely

to

goandtryitoutforthemselves.Someonewhoseesa

review

ofa

greatbookvia#BookTok

islikelynotonlyto

discovera

passionforreadingbutalsoto

goto

a

localbookshopto

buya

copy.

15%ofpeoplewhoseea

TikTok

abouta

causethatmattersto

themdecideto

donate,and11%decidetovolunteer

to

maketheworldabetterplace.

At

a

timewhenthere

are

manyconcernsabouttheimpactofpeoplebeing“tooonline”,whatthisreportshowsisthatTikTok

oftenactsasa

pathway

to

engagingintheircommunity,botheconomicallyandculturally.TikTok

hasmadeasignificantpositiveimpactinourfirstfive

years,withthewealthofpassion,creativity,andinnovationfromthesecreatorsandsmallbusinesses,andourincrediblecommunityintheUK.I

amexcited

to

seehowtheseimpactsgrow,andthebenefitstheybringinthefuture.Thank

you

for

yourpartnershipandsupport.Shou

ChewCEO,

TikTokThe

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUKEXECUTIVE

SUMMARY£1.6

bn

SinceitsUKlaunchin2018,TikTok

hasexperiencedrapidgrowth

becomingoneoftheUK’s

mostpopularvideo-sharingplatforms.

TikTok

plays

hostto

entertainingvideocontent1cateringto

awiderangeofinterests,bothpopularandniche.Itemphasisesinteractionbothamongusers,andbetweenusersandcontentcreators,whichincludealargenumberofbusinesses.Thishasgivenriseto

vibrantonlinecommunitiesonTikTok,

whilstalsoencouragingusersto

engageinlocalcommunitieswherebusinesses,charities,andotherattractionsfeaturedontheplatformsuchasculturalinstitutionsare

located.GVA

contribution

to

GDPsupported

by

SME

advertising

andmarketing

on

TikTok

in

2022.32,000

TikTok’s

scale,itsbreadthofcontent,anditsemphasisoninteractionpresentsanopportunityforbusinessesacrosstheUK,andinabroadrangeofsectors,to

usetheplatformasaninnovative

route

to

growth.Smallandmedium-sizedenterprises(SMEs)inparticularare

wellplacedto

useTikTok

forgrowth,asitscontentalgorithmisdesignedto

allowusersto

discoverJobs

supported

bySME

advertising

and

marketingon

TikTok

in

2022.smaller,

lesser-knownbrands.2Thisresearchaimsto

provideanevidencebaseonhow

TikTokcreatesvalueforSMEsintheUK.Indoingso,

itconsidershowusersinteractwithTikTok

bothontheplatform,andofftheplatforminthe“realworld”inways

thatimpactbusinessesandcommunities.The

researchalsoconsidersthevalueusersplaceonTikTok

andcontributesto

evidenceonthediversityoftheTikTok

platform,bothintermsofitsusersandbusinessownersofSMEsactiveonTikTok.THE

ECONOMIC

IMPACT

OF

SMES

USING

TIKTOK

AS

APLATFORM

FOR

GROWTHOurmodellingsuggeststhatSMEinvestmentsinadvertisingandmarketingonTikTok

generated£1.2billioninrevenue

in2022forUKbusinesses.In

2022,

the

gross

value

added

(GVA)contribution

to

GDP

supported

by

revenue

earned

throughSME

advertising

and

marketing

on

TikTok

was

£1.63

billion.Thisimpactwas

spreadthroughoutthe12countriesandregionsoftheUK,witharoundthree-quartersoftheGVA

contributionto

GDPoccurringoutsideofLondon.SMEs

using

TikTok

as

an

advertising

and

marketing

platformfor

growth

also

supported

32,000

jobs

in

2022.

Aswiththeircontributionto

GDP,

SMEactivityonTikTok

supportsjobsacrossallthecountriesandregionsoftheUK,withalmosteightoutofevery

10oftheseoutsideofLondon.41Ofcom’sOnlineExperiencesTracker

ranksTikTok

fifthplaceintermsofreachamongwebsitesandappswhichareusedto

sharevideo-basedcontent.Ofcom”OnlineExperiencesTracker”

accessedMay2023.TikTok,

“SmallWins:HowsmallbusinessesareunlockingthemagicofTikTok”,

accessedMay2023.2The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUK47

%THE

REAL

WORLD

IMPACT

OF

TIKTOKTikTok

can

act

as

a

“signpost”

to

the

real

world,

offering

thosewho

use

TikTok

a

way

to

discover

new

places

to

visit

and

newproducts

and

services

that

interest

them,

which

SMEs

in

turncan

leverage

to

grow.

Thisisreflectedinuserengagement,witharoundhalfofusers(47%)

havingpurchasedaproductorservicerecommendedontheplatformatleastonceinthepastyear,

andsimilarlyaroundhalf(45%)havingvisitedanattraction,The

share

of

users

who

havepurchased

a

product

or

servicerecommended

on

the

platformin

the

past

year.shop,orrestaurantthattheyhadcomeacrossontheplatform.3TikTok

can

also

help

users

to

develop

real

world

skills

andinterests

across

the

spectrum

of

content

available

on

theplatform.

Forexample,onepopularcategoryofcontentonTikTok

is“foodanddrink”,whichalmosttwo-thirds(62%)ofuserswatch.Amongstthosewhowatch

foodanddrinkcontent,almosthalf(47%)

have

cookedhealthierrecipesseenonTikTok.£4.0

bnThe

total

value

of

TikTok

toits

UK

users

in

2022

throughthe

positive

impacts

theyexperience.THE

VALUE

OF

TIKTOK

TO

ITS

USERS

AND

COMMUNITIESTikTok’s

users

report

positive

impacts

from

the

time

theyspend

on

the

platform,

for

example

on

cultural

awareness,learning,

and

community

engagement.

Almostthree-quartersofusersagreedthatTikTok

exposedthemto

new

culturesandsubcultures

,andmorethanathirdofusersstatedthatTikTok4helpedthemto

learnthingsfortheirjoborstudies,risingto

overhalfamong18–24-year-olds.TikTok

is

free

to

users,

meaning

that

the

positive

impactsdescribed

are

not

captured

in

the

price

users

pay,

andtherefore

are

also

not

reflected

in

official

economic

statisticssuch

as

GDP.

Drawingonanapproachusedinpublishedacademicresearch,we

askedusershow

muchtheywouldneedto

bepaidto

gowithoutaccessto

TikTok

foramonthasameansofquantifyinghow

muchtheyvaluetheplatformandthebenefitsitprovidesthemwith.We

findthatthetypicaluserwouldneedto

bepaidaround£8amonthto

notuseTikTok.

Thisrisesto

asmuchas£12amonth5foruserswhousetheplatformevery

day.

Aggregated

acrossall

weekly

TikTok

users

in

the

UK,

this

implies

that

the

totalvalue

of

TikTok

to

its

UK

users

is

£4.0

billion

per

year.653456OxfordEconomicsanalysisofYouGov

datacollectedforthisresearch.Sumoftendedto

agreeandstronglyagreeTypical

isusedto

referto

themedianuser.MethodologydescribedinfullincludinglimitationsinAppendixB.The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUK38%

DIVERSITY

IN

TIKTOK’S

COMMUNITIES

AND

SMESSMEs

are

ethnic

minority

ownedamong

SMEs

which

use

TikTok

inthe

sectors

surveyed.TikTok

is

characterised

by

the

diversity

of

its

users,

meaningit

also

offers

an

avenue

for

SMEs

to

reach

diverse

audiences.The

share

of

respondents

whoseTikTok’s

usersare

moreethnicallydiversethaninternetusersintheUKasawhole,andhave

greaterrepresentationofwomen.7Forexample,around25%ofTikTok’s

usersdescribethemselvesasbeingofanethnicminority,

comparedto

just16%ofallinternetusersintheUK.8This

compares

to

just

26%across

all

SMEs

surveyed.There

is

evidence

that

SMEs

active

on

TikTok

are

more

likelyto

be

owned

by

people

under

30

and

more

likely

to

be

ethnicminority

owned.

RespondentsinSMEsthatuseTikTok

aremorelikelyto

reportthattheSMEismajorityethnicminorityowned.Inthesectorssurveyed

forthisreport,aroundfourin10respondents(38%)inSMEswhichusedTikTok

hadethnicminorityownership,comparedto

justover

aquarter(26%)inthewholesample.

Inpercentageterms,respondentsinSMEs9inthesectorssurveyed

whichusedTikTok

were

55%morelikelyto

beethnicminorityownedthanallSMEssurveyed.

Moreover,aroundthreein10(31%)ofrespondentsinSMEswhichuseTikTok

are

majorityownedby

individualsundertheageof30,comparedto

justundertwo

in10(19%)inthewholesample.10In

the

sectors

surveyed,

there

is

also

evidence

that

youngerSMEs

place

greater

importance

on

TikTok

in

their

advertisingand

market

strategies

than

older

businesses.

SMErespondentsinthesectorssurveyed

were

morelikelyto

say

theirbusinessusedTikTok

iftheywere

foundedinthepastfive

years,meaningthatbusinessesstartedsinceTikTok

launchedwere

morelikelyto

usetheplatform.AmongstSMEswhichare

activeonTikTok,respondentsinbusinessesfoundedlessthanfive

yearsagoalsoreportedthatthebusinessallocatedagreatershareoftheirsocialmediabudgetto

TikTok

thanolderbusinessesinthesectorssurveyed.6789Waves

1-3ofOfcom’sOnlineExperiencesTracker.

Ofcom,“OnlineExperiencesTracker

wave

3summaryreport”,accessedMay2023Thetermethnicminorityisusedto

referto

allethnicitiesotherthantheWhiteethnicityinlinewithONSguidanceonethnicity.OxfordEconomics(datacollectionmanagedby

Ipsos).257

respondentswere

fromSMEswithethnicminorityownership.10

Oxford

Economics

(data

collection

managedby

Ipsos).

206respondents

surveyed

were

from

SMEsthat

are

majority-owned

by

under30s.THE

SOCIOECONOMIC

IMPACTOF

TIKTOK

IN

THE

UK

IN

2022TikTok

as

a

platform

for

SME

growthTikTok’s

users

are

diverse

and

valuethe

time

they

spend

on

the

platform£1.6bn

60%of

users

makecontribution

to

GDPa

purchasesupported

by

SME

or

visit

a

business32,000activity

onTikTokseen

on

theplatformjobssupported

by

SMEsusing

TikTok

asa

platform

forgrowth£4bnTotal

valueof

TikTok

toits

UKEight

outof

10

jobssupportedoutsideusersLondon25%16%of

allUK

internetusersvsvsof

usersdescribe

themselvesas

being

of

an38%ethnic

minority26%of

respondentsin

all

SMEsvsof

TikTok

SMEshave

ethnicminority31%of

TikTokSMEs

areowned

byunder

30s19%of

respondentsin

all

SMEssurveyedownershipsurveyed•The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUK1.

INTRODUCTIONTikTok

isoneoftheUK’scontentthroughdiscussionswithcontentcreatorsandotherviewers,by

purchasingproductstheylike,andbytippingcreatorswhosecontenttheyenjoy.

Thesekindsofinteractionshavegivenriseto

numerouscommunitiesontheplatformsuchas#BookTok

(book-focused),#TechTok

(tech-focused),and#LGBTQ.15to

entryforSMEsare

low,

andthereare

opportunitiesforSMEswithnew

andinnovativeproductsandservicesto

bediscovered

ontheplatform.mostpopularentertainmentandvideo-sharingplatforms11experiencingrapidgrowthsinceitsUKlaunchin2018.12AconsiderablenumberofbusinessesalsouseTikTokasaplatformto

buildbrandawareness,grow

theirreach,andinteractwithconsumers.Forexample,survey

datacollectedforthisresearchshowed

thatalmosttwo-thirds(65%)ofsurvey

respondentsfromsmallandmedium-sizedenterprises(SMEs)inthefoodandbeverages

sectorhadusedTikTok

formarketingandadvertisingpurposesatleastonceayear

ormore.13SMEs(alsoreferred

to

assmallandmedium-sizedbusinesses,

orSMBs)

playanimportantrole

intheUKeconomy.

They

make

upover99%ofallbusinesses,

accountfor

60%ofemployment,andover

50%ofbusinessturnover.18

TikTok’s

positionasa

widelyusedadvertisingandmarketing

platform

cancontribute

to

thesuccess

ofSMEs,andtheirpervasive

roleintheUKeconomy.BusinessescanleverageTikTok’s

widereach,andtheengagementandinteractionofitsusercommunitiestopromotetheirbrandandcreateawarenessoftheirproductsusingTikTok’s

in-builtsolutionsforbusinesses.TikTok’s

“ForYou”

feedandtheunderlyingcontentalgorithmserveto

directusers

roleinpromotingbusinessesTikTok’scontent

algorithm,

and

Thisresearchaimsto

providethe“ForYou”

feedalsoplayaanevidencebaseonhow

thescale,breadth,anddistinctivefeaturesoftheTikTok

platformcreatevalueforSMEsintheUK.Indoingso,

itconsidershow

usersinteractwithTikTokbothontheplatform,andofftheplatforminthe“realworld”inways

thatimpactbusinessesandcommunities.The

researchalsoconsidersthevalueusersplaceonTikTokandcontributesto

evidenceonthediversityoftheTikTokplatform,bothintermsofitsusersandthebusinessownershipofSMEsactivetowards

onlinecommunitiesofinterestto

thembasedontheirpreviousinteractions,helpinginturnto

grow

thesecommunities.14

Contentontheplatformspansawiderangeofthemes,cateringbothto

individualsinterestedincommontopicsofinterestssuchastravel,

foodanddrink,andart,whilstalsoplayinghostto

morenichecommunitiesinareassuchasgardening,boardgames,andcycling.Peoplewhoby

showingbusinesscontentandadvertisingto

usersinatargetedway

basedonusers’interests.ThispresentsanopportunityforUKbusinesses,particularlySMEs,to

grow.16

TikTok

hasbeendesignedto

allowbusinessesto

quicklylaunchadcampaignswithlow

set-uprequirements,anditsalgorithmsallowuserstodiscover

new

andupcomingbrandsthatmatchtheiruseTikTok

caninteractwithinterests.17

Assuch,thebarriers

onTikTok.11

Ofcom’sOnlineExperiencesTracker

ranksTikTok

fifthplaceintermsofreachamongwebsitesandappswhichareusedto

sharevideo-basedcontent.Ofcom“OnlineExperiencesTracker”

accessedMay2023.12

Ofcom’sseriesof“OnlineNation”reportsshowsTikTok’s

digitalreachincreasingfrom7%inSeptember2019(Figure4.6:Ofcom,“OnlineNation–2020report”,accessedMay2023)

to

31%inSeptember2021(Figure1.22:Ofcom,“OnlineNation–2022report”,accessedMay2023).13

OxfordEconomics(datacollectionmanagedby

Ipsos).14

TikTok,

“Whatisthe‘ForYou’

feed?”,accessedJune2023.15

TikTok,

“ThepowerofcommunitiesonTikTok”,

accessedMay2023.16

Thisreportusessmallandmedium-sizedenterprise(SME)inlinewiththeUKgovernmentdefinitionto

referto

businesseswithfewer

than250employees.17

TikTok

claimsthatbusinessescan“startmakingadsinminuteswithTikTok

AdsManager”,andthatTikTok’s

“uniquelyengagingformatallowsusersto

findandinteractwithnichebrandsthattheywouldnever

have

knownaboutbefore”.TikTok,

“SmallWins:HowsmallbusinessesareunlockingthemagicofTikTok”,

accessedMay2023.918

DepartmentforBusiness,Energy&IndustrialStrategy,

“BusinesspopulationestimatesfortheUKandregions2022:statisticalrelease”(Figure2),accessedMay2023.The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUKThe

report

isstructuredasfollows:DATA

DRAWN

ON

FOR

THIS

RESEARCH•Unless

explicitly

stated,

data

drawn

inonthisreport

donotconstitute

officialdata

from

TikTok.•Chapter

2

setsouthowandwhy

individualsuseTikTok,

thevalue

usersplace

onTikTok,

andhowTikTok

helpsuserstointeract

withbusinessesandcommunities

inthereal

world

inways

thatmay

benefitSMEsandlocalcommunities.•Chapter

2

draws

primarilyona

survey

carriedoutbyYouGov

Plc.onbehalfofOxford

Economics,

aswell

assecondary

data

onTikTok

usersfrom

Ofcom.•Chapters

3

and4

draw

primarilyona

survey

carriedoutby

IpsosonbehalfofOxford

Economics,

aswell

assecondary

data

from

theOffice

for

National

Statistics.••Chapter

3

describesthekindsofSMEswhichuseTikTok,

how

SMEsuseTikTok

for

advertisingandmarketing,

andhow

TikTok

helpsSMEsachieve

theiradvertisingandmarketing

goals.Chapter

4

quantifiestheeconomic

impactofSMEswhichuseTikTok

asanadvertising

andmarketingplatform.10The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUK2.

TIKTOK’S

COMMUNITYOF

USERSDATA

ON

TIKTOK

USERS••Allfigures,unlessotherwisestated,are

fromYouGov

Plc.

Total

samplesizewas

2,005adultswhousedTikTok

weekly.

Fieldworkwas

undertakenbetween18-31January2023.The

surveywas

carriedoutonline.Whilstthesurvey

didnotspecificallytargetcreators,therewere

around170

usersidentifiedthrough“naturalfallout”(thatis,by

chance)whoregularlycreatecontentontheplatform.Forthepurposesofanalysis,we

definetheseusersascreators.••Survey

resultswere

weightedby

OxfordEconomicsto

berepresentativeoftheUKpopulationofTikTok

usersusingOfcomdata.19Section2.1.1

draws

ondatafromOfcom’sOnlineExperiencesTracker,

whichisarepresentativesampleofUKinternetusers.The

datapresenteddonotconstituteofficialdatafromTikTok.2.1

WHO

USES

TIKTOK

ANDWHY?Fig.

1:

Gender

of

TikTok

users

vs.

all

internet

users

in

the

UK22PercentofTikTokusers2.1.1

TikTok’s

user

base20TikTok’s

user

base

skewstowards

women.

Accordingto

Ofcomdata,womenmakeup56%ofallTikTok

users,comparedto

51%ofallofinternetusers.21

The

proportionofusersidentifyingasagenderotherthanmaleorfemaleissimilaramongstbothTikTok

usersandinternetusersasawhole.Other0.5%Male42.8%Female56.1%Other0.4%PercentofinternetusersMale48.6%Female50.7%Source:OxfordEconomicsanalysisofOfcomdata19

DatausedforweightingcomefromOfcom’sOnlineExperiencesTracker,

arepresentativesampleofUKinternetuserswhichidentifieswhetherindividualssurveyeduseTikTok.

Ofcom,“OnlineExperiencesTracker

wave

3summaryreport”,accessedMay2023.20

Analysisinthissectiondraws

ondatafromwaves

1-3ofOfcom’sOnlineExperiencesTracker.

Ofcom,“OnlineExperiencesTrackerwave

3summaryreport”,accessedMay2023.1321

Theslightskew

towards

womenintheinternetuserpopulationisalsoobservedintheUKpopulationasawhole.Gov.uk

“Maleandfemalepopulations”,accessedMay2023.22

Figuresdonotaddto

100becausethe“Prefernotto

say”categoryisomitted.The

TikTok

Effect-The

socioeconomicimpactofTikTok

intheUKTikTok

users

are

moreAmongethnicgroups

otherthanWhite,

TikTok

ismorecommonly

represented

for

allethnicgroups.

For

example,inrelative

terms,

there

arealmost

twice

(180%)asmanyindividualswhodescribethemselves

asBlackorBlackBritish24

onTikTok

comparedto

allUKinternet

users.ethnically

diverse

than

thegeneral

population

of

UKinternet

users.

Accordingto

Ofcom

data,

TikTok

hasahigherproportion

ofuserswithanethnicityotherthanWhite

thanthepopulationofinternet

usersasawhole.23

Over

a

quarter

ofTikTok

users(25%)describethemselves

asbeingofanethnicityotherthanWhite,compared

to

just

16%ofallinternet

usersintheUK.Fig.

2:

Ethnicity

of

TikTok

users

vs.

all

internet

users

in

the

UK100%84.1%74.5%80%60%40%11.4%20%0%6.1%7.7%6.4%3.8%3.6%1.5%

0.8%WhiteMixed/MultipleethnicgroupsAsianandBritishAsianBlackandBlackBritishOtherethnicgroupUKTikTokusersUKinternetusersSource:OxfordEconomicsanalysisofOfcomdata14TheWhiteethnicitycategoryincludesindividualsdescribingtheirethnicityasoneof:“English/Welsh

/Scottish/NorthernIrish/23British”,“Irish”,“Gypsy,

Traveller