How do Swiss youth tik(tok)t?
TikTok is on everyone's lips - and in the fast lane. The video portal is already used by 1.5 billion people worldwide. But what does user behavior look like in Switzerland? In an online survey, Xeit asked around 630 participants about TikTok.
In Asia, TikTok has already become indispensable, but the app is also gaining ground in Switzerland. Young people spend up to two hours a day on the video portal - sometimes even more than on Instagram, Snapchat or YouTube.
The Chinese app is the winner of all social media platforms: In 2018, the video portal was one of the fastest spreading apps in the world. TikTok now has over 1.5 billion users (as of the end of 2019). In comparison, only WhatsApp and Facebook Messenger have even more users. The app is also heavily used in Switzerland - an estimated 500,000 Swiss people are regular TikTok users. Who are these users? How old are they, how long do they stay on TikTok - and what is their motivation for using the app?
TikTok still ahead of Instagram and Snapchat
- The survey showed that TikTok is mainly used by 9- to 17-year-olds. From the age of 18, the app is used much less and is not installed at all.
- TikTok seems to have struck a chord with female users: 78% of TikTok users surveyed are women.
- Three-quarters (76%) of all TikTok users reported using the app daily - spending about 1 to 2 hours (45%).
- 39% of participants use TikTok more than Instagram, 43% use the app more than Snapchat, and 45% even use it more than YouTube.
- Funny, entertaining videos (43%) are clearly in the lead. Music videos (16%) and short tutorials (6%) are far less popular. Challenges are also very popular: 55% of TikTok users have already taken part in challenges.
Conclusion
TikTok should not be underestimated. Generation Z in particular spends hours on the video portal and also takes an active role (challenges). "TikTok seems to be THE entertainment platform for the young generation. Companies should seriously consider being present on this social media platform if TikTok fits the corporate culture and Generation Z is to be addressed," says Andrea Iltgen, Managing Partner of Xeit. The Zurich-based agency already offers TikTok marketing, including content production and community management, and is already looking forward to the time when TikTok ads can also be placed in Switzerland.
Responsible at Xeit: Lejla Bibuljica (survey); Patricia Brkic-Gyger (overall project management); Andrea Iltgen (consulting); Wim Lanz (creation).
To the Xeit online survey
The goal of the TikTok survey was to find out what the user behavior of Swiss TikTok users is like. For this purpose, the Zurich agency set up an online survey with 20 questions and advertised it online using ads. In this way, a number of participants of around 630 people was achieved.
