城市研究院-2023抖音夏日城市生活报告-38页_3mb

TikTok Summer Lifestyle Report Summary

Overview: The report highlights the surge in summer activities on TikTok, with data showing increased user engagement in food, travel, sports, entertainment, and other lifestyle trends during May-June 2023. Key themes include the rise of cooling food and drinks, outdoor adventures, and digital platforms facilitating summer experiences.

Food and Drink Trends

• Ice-cold beverages like beer, cola, and water saw massive growth, with video playback volumes up to 48 billion times in May-June 2023. Coffee and tea orders on TikTok's service grew by 83% and 102% respectively.
• TikTok content on self-made drinks and food preparation increased, with popularity driven by young users.
• Hot snacks like grilled food and dragon boat festival items also rose, with growth rates exceeding 100%.

Travel and Escape Trends

• Summer travel saw a surge in interest, with beach, mountain, and island activities gaining traction. TikTok content on beaches and coastal destinations grew by 70% in video likes.
• Road trips became popular, with searches increasing 11 million times in June;自驾游 topics like #318川藏线 drove content creation.
• Tourist destinations like Tiananmen Square and Hangzhou西湖 were frequently featured, showing a shift to experiential travel.

Sports and Exercise Trends

• Outdoor activities like city walks increased by over 26 times in video volume. Sports such as flyboarding and rock climbing gained attention, with water-based activities like溯溪 growing by 80%.
• Practices like qigong (八段锦) and indoor exercises from live sessions were popular, catering to health-focused users.

Entertainment and Leisure Trends

• Concerts and music festivals surged, with music event videos rising by 231%. Indoor venues like exhibitions and theaters also saw increased engagement.
• Relaxation methods, including visits to spas and bathhouses, grew in popularity, with male users dominating engagement.

Consumer Behavior and Platform Insights

• TikTok's services enabled high growth in food, travel, and leisure sectors, with restaurant and hospitality links expanding significantly.
• Influencers and creators played a key role in promoting summer lifestyles, with collaborations between brands enhancing user experiences.
• Demographic analysis revealed that younger users (ages 18-40) and urban/rural blends favored summer activities online.

The report underscores TikTok's role in shaping summer behaviors, driving digital commerce, and reflecting evolving consumer preferences for fun, health, and relaxation.