TikTok Usage in the UK and USA: Investigating the Role of Demographic Factors, Personality Traits, and User Motivation.

Abstract

Social media has been an everyday presence in the Western world for many years, and TikTok is no exception. Different factors could influence how we understand TikTok usage, such as personality and user motivation. However, the literature surrounding specific cultures and TikTok user motivation appears to be lacking in non-student samples from Western countries (Günlü et al., 2023; Tian et al., 2022). The present study used a quantitative approach to explore how demographic factors, personality traits, and motives for use could predict TikTok usage in individuals from the United Kingdom (UK) and the United States of America (USA). Three hundred sixty-one adults (74.8% female) between 18 and 68 years old (M = 28.72) participated in an online survey and self-reported their TikTok usage from the past week as (1) the number of hours spent on TikTok and (2) the number of times they opened TikTok. Usage in the past week was conceptualised in three time periods: day-time (6am to 10pm), night-time (10pm to 6am), and a combined total. Participants also completed measures to determine Big Five personality traits (Rammstedt & John, 2007) and motives for use scores (Scherr & Wang, 2021). Results were analysed using hierarchical regression analysis, comprising six models: three for each measure of usage with one for each time period. Age was the most significant predictor from demographic factors across all models, with younger users reporting significantly higher TikTok usage than older users. Openness was the most significant predictor of the personality traits, but the relationship was negative, indicating higher levels of openness are associated with lower levels of TikTok use. Escapist addiction was the most significant motive for use, with openness and escapist addiction both showing significant contributions to five out of six models. This study’s findings have many methodological implications for future social media research and practical applications for marketing practitioners and mental health support providers.