In recent years, TikTok has surged in popularity, captivating users with its engaging content. However, a recent analysis by the Pew Research Center sheds light on the posting behaviors of U.S. adults on the platform.
The study, titled 'How U.S. Adults Use TikTok,' surveyed 2,745 U.S. adult TikTok users in August 2023 and observed the posting habits of 879 volunteers who shared their accounts for research purposes. Surprisingly, the analysis found that nearly half of U.S. adults on TikTok (48%) have never posted a video.
Furthermore, the research revealed that a small minority of users are responsible for the majority of content creation on TikTok. The top 25% of U.S. adult users contribute a staggering 98% of all public videos on the platform, highlighting the concentration of content generation among a select group.
Differences in posting behavior were also noted based on demographic characteristics. For instance, younger audiences, particularly those aged 18 to 34, were more inclined to consume content rather than create it, mirroring a similar trend across all age groups.
Regarding the For You page, which showcases personalized video recommendations, 85% of survey respondents found their feed to be at least somewhat interesting, with 40% describing it as extremely or very interesting. Only a small minority (14%) reported their For You page as not too or not at all interesting.
Commenting on the findings, Computational Social Scientist Sam Bestvater emphasized the disparity in content creation on TikTok, stating, 'Most of what we see on TikTok is generated by a small segment of the user base, which may not represent the average user experience.'
As TikTok continues to attract a growing number of American users, the research underscores the dynamics of content production and consumption on the platform, offering valuable insights into user behavior and preferences.
