New survey reveals how few of the big TikTok trends most TikTokers see
A new survey of TikTok users in the UK reveals the extent of its growth and influence and the way new digital divides are opening up between people who know the latest TikTok trends and those who don’t.
The online survey by YouGov, carried out in December 2022, shows just how few of the big TikTok trends most TikTok users see because of the way its algorithm works – and how difficult it is for older people to know what younger people are seeing and doing on the app.
One of the most surprising results of the survey – commissioned by Shooglebox – was TikTok being ranked top entertainment channel by British TikTok users, ahead of Netflix and with YouTube in third place.
1. Favourite entertainment platform – TikTok users
People in the UK who used TikTok in November/December 2022 were asked which platform was most entertaining:
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2. Favourite entertainment platform – non TikTok users
Non TikTok users were asked the same question:
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TikTok describes itself as being an entertainment platform rather than social media, and the survey confirms that’s how its 11 million and fast-growing number of British users see it. Existing social media services and TV channels all poll badly for entertainment value once people discover TikTok.
3. TikTok users' awareness of top TikTok trends
The YouGov research found big differences in awareness of the biggest TikTok trends of 2022 – revealing the extent to which TikTok’s algorithm serves up radically different content and trends to different people.
Percentage of TikTok users in the UK who said they were aware of top TikTok trends:
The survey findings show the impact of the TikTok algorithm that determines what each individual sees on their For You Page.
The most recognised TikTok trend of 2022 in the UK was “She/he’s a 10 but …”, with 54% of TikTokers recognising the trend. It was the only trend recognised by more than half of British TikTok users.
The second most recognised TikTok trend was the dance created by British duo Brookie and Jessie to the words “I could have my Gucci on …” from Meghan Trainor’s song Made You Look. The survey found 46% of Brits on TikTok were aware of it. More than 2 million people have posted TikTok videos using the song – and the #MadeYouLook hashtag has 3 billion views.
Many of the recent big TikTok trends were recognised by less than a third of British users, with awareness falling away to less than 10% outside the Top 20 trends.
Another massive recent TikTok trend – the fictional cat-based currency dabloons – has sparked 1.3 billion video views since November, but the survey found 84% of TikTok users in the UK were not aware of the trend. Only 5% of those on TikTok aged 35 to 44 knew what dabloons were.
It confirms what lots of TikTokers say: that they just aren’t seeing some of the most talked about trends of the moment in their For You page and are being served different content based on what TikTok thinks about them.
The differences become even more marked among older TikTok users – and the survey found nearly half of UK TikTokers are aged over 35 and more than a quarter over 45. So TikTok’s not just for kids.
4. TikTok users' awareness of TikTok trends by age range
Trend | Overall | 18-24 | 25-34 | 35-44 | 44-54 | 55+ |
|---|---|---|---|---|---|---|
She's a 10 but … | 54% | 86% | 65% | 40% | 23% | 15% |
"I could have my Gucci on" dance to Meghan Trainor's Made You Look | 46% | 58% | 60% | 37% | 33% | 21% |
"It's corn" – the Corn Kid | 44% | 73% | 58% | 31% | 11% | 10% |
Teenage Dirtbag throwback photos | 43% | 67% | 53% | 38% | 12% | 7% |
"I'm the problem it's me" – Taylor Swift's Anti Hero | 40% | 65% | 50% | 31% | 17% | 5% |
CapCut boat "Me on my way to …" | 38% | 58% | 40% | 31% | 23% | 20% |
"One thing about me I'm the baddest alive" – Nicki Minaj's Super Freaky Girl | 35% | 60% | 41% | 25% | 13% | 2% |
Wednesday Addams dance | 34% | 44% | 41% | 32% | 29% | 6% |
"You want a picture, let me pose for you now" – Kute & Neat's Sasique | 34% | 45% | 37% | 33% | 28% | 12% |
Butter boards | 30% | 35% | 38% | 29% | 21% | 13% |
"Pay me or I'll leak your camera roll" | 26% | 42% | 33% | 16% | 11% | 6% |
"Now somebody, anybody, everybody scream" – Squirrels in My Pants | 24% | 44% | 31% | 16% | 4% | 2% |
Red dress filter | 23% | 29% | 26% | 19% | 20% | 12% |
Rodger Cleye sings | 23% | 40% | 32% | 16% | 2% | 2% |
"Nobody move, there's blood on the floor" | 18% | 38% | 21% | 8% | 2% | 4% |
"One-o-o-one nights" – 1001 Arabian Nights dance | 17% | 35% | 16% | 9% | 4% | 4% |
"It's only when I'm lying on my bed on my own" phone torch – Becky Hill's Remember | 17% | 39% | 16% | 4% | 4% | 0% |
Fictional cat-based currency dabloons | 16% | 34% | 15% | 5% | 9% | 6% |
Head wave filter | 12% | 19% | 16% | 9% | 7% | 2% |
Crazy Riff Challenge | 9% | 17% | 11% | 7% | 2% | 2% |
One of the biggest TikTok trends of the year was the "Corn Kid", a seven-year-old American boy called Tariq whose love of sweetcorn was turned into a music video that went viral with 85 million views.
Nearly three-quarters of British TikTokers aged 18 to 24 said they were aware of the "Corn Kid", but just 10% of TikTok users aged over 45 recognised him, not much more than the 7% of non- TikTok users who said they were aware of the "It's corn" trend.
The results reflect the difficulty older TikTok users have in knowing what younger TikTokers are seeing and doing – a particular challenge for people whose job entails understanding latest trends and what’s motivating and exciting their audiences.
Shooglebox has launched a new service – Buzz – to help journalists, creators, brands and businesses spot and keep on top of the latest TikTok trends based on these insights.
5. Time spent on TikTok in the UK
61% of people who used TikTok in the last month were on it at least once a day, with 22% spending more than two hours a day on it. The figure’s highest in the 18-24 age group at 34%, but even 19% of older TikTokers aged 45 to 54 say they are spending more than two hours a day on the app.
6. TikTok users say it's now their primary platform for ...
14% of TikTok users say it’s now their primary platform for news – rising to 22% among those aged 18 to 24.
76% of 18 to 24-year-olds say it’s their primary platform for entertainment.
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7. TikTokers' use of other social media platforms
Though TikTok is often referred to as social media, TikTok describes itself as an entertainment platform that’s not about connecting you with things your friends are seeing and doing, but recommending content to you based on the algorithm’s judgment on what might appeal to you.
And the YouGov survey found that TikTok users are active on plenty of social networks – 81% using Facebook, 79% Instagram and 55% Twitter in the past month – more active than non TikTok users where the respective numbers are 68%, 38% and 32%.
Among TikTok users aged 18 to 24 years old 90% are also active on Instagram, 70% on Facebook and 61% on Twitter.
8. TikTokers' descriptions of TikTok
The word most TikTokers would use to describe the app was “entertaining” – 76% of users, rising to 85% among 18 to 24-year-olds. At the same time, 31% of those aged 18 to 24 described the app as “dangerous” and 38% “a waste to time” – both higher than older TikTok users and people who are not on TikTok.
9. Non-TikTokers' descriptions of TikTok
For non-TikTok users the top description for the app was “a waste of time”, followed by “juvenile” and “dangerous”.
10. Attitudes to brands on TikTok
When asked which brands they like to see on TikTok, 58% said they would not like to see any brands on their For You Page. Most popular answers were Aldi (12%) and Nando’s (10%).
Those aged 18 to 24 were slightly more receptive to brands – with Nando’s popular with 16%, and Duolingo, Domino’s and Ryanair with 15%.
11. Reasons non TikTok users are not on the platform
The top reason people gave for not being on TikTok was “It sounds like a waste of time” (43%) – which 38% of 18 to 24-year-olds who ARE on TikTok would agree with!
The YouGov survey doesn't include TikTok users under the age of 18 so potentially under-estimates the impact of TikTok trends on the youngest users.
Survey by YouGov plc: Total sample size was 2271 adults in which 351 are active TikTok users. Fieldwork was undertaken between 7th - 8th December 2022. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+)
