【牛津经济研究院】TikTok_在阿尔及利亚的通讯社经济报道_（_汉_）_62页_20mb

Summary of "The Socio-Economic Impact of TikTok in Australia"

Core Content

This report, conducted by Oxford Economics Australia, explores the socio-economic impact of TikTok in Australia, focusing on its role as a platform for business growth and the broader effects on the economy and society. The findings are based on surveys and data analysis, highlighting how TikTok is not only a social media platform but also a significant driver of business activity and economic contribution.

Main Points

• TikTok's Popularity in Australia:
  TikTok has rapidly grown since its launch in September 2017 and is now the fourth most used digital platform in the country. It has over 8.5 million active users, representing 33.6% of all Australian internet users. Its user engagement has increased by 26.5% year-on-year in 2023, and it was the fifth-most downloaded mobile app in Australia in 2023.

• Economic Impact:
  In FY23, businesses using TikTok for advertising and marketing generated $1.0 billion in direct revenue, contributing $1.1 billion to Australia's GDP. This activity also supported nearly 13,000 jobs in the Australian economy.

• User Engagement and Real-World Impact:
  Over 52% of TikTok users engage with content related to Food & Beverage, and 51% with Music-related content. Around 41% of users visited a restaurant or shop recommended on the platform in the past month, and 21% purchased music or concert tickets after discovering them on TikTok. Additionally, 19% of users donated to charities promoted on the platform, and 18% volunteered at least once a month.

• Diversity in Business Users:
  Businesses on TikTok are more likely to be owned by people from CALD (Culturally and Linguistically Diverse) communities and those under the age of 30. These groups represent 5.2% and 4.3% of TikTok business users, respectively, compared to 4.7% and 3% for businesses on any digital platform.

• Business Growth and Marketing Strategies:
  TikTok is increasingly used by Australian businesses for brand promotion, product awareness, and customer engagement. The platform's organic and paid campaign tools, creative content solutions, and collaboration opportunities make it accessible and effective for businesses of all sizes, especially SMEs.

• Usage Frequency and Business Size:
  Among businesses that use TikTok, the majority use it at least once per day, with 59% of businesses with an annual turnover above $10 million and 23.7% of small businesses with turnover under $1 million using the platform at least once a month.

• Key Business Uses:
  The most common use of TikTok by businesses is posting content to directly market products or services (70.2%), followed by posting content related to the business (51.3%). Paid advertising tools like TikTok Promote and TikTok Ads Manager are also widely used, with 48.3% and 35.1% of businesses using these, respectively. 26.9% of businesses engaged in direct marketing by paying TikTok creators.

• Case Study: Tennis Australia:
  Tennis Australia leverages TikTok to engage with younger audiences and promote tennis participation. The platform is used for organic media strategies, collaborations with creators, and event promotion. During the Australian Open, the number of TikTok videos posted increased from 260 to 400, resulting in 458 million views.

Key Information

• TikTok's Reach: Over 8.5 million Australian users, with 33.6% of all internet users using the platform.
• Business Growth: 350,000 businesses in Australia use TikTok actively, representing 13.6% of all Australian businesses.
• GDP Contribution: Businesses using TikTok contributed $1.1 billion to Australia's GDP in FY23.
• Job Support: The platform supported nearly 13,000 jobs in FY23.
• User Engagement: Over 41% of users visited a business recommended on TikTok in the past month, and 21% purchased music or concert tickets after discovering them on the platform.
• Charitable Impact: 19% of users donated to a charity promoted on TikTok, and 18% volunteered at least once a month.
• Demographics of Business Users:
  • 54.1% of businesses founded between 5-9 years use TikTok at least once a month.
  • 41.7% of younger businesses (<5 years) use TikTok.
  • 28.9% of older businesses (>15 years) use TikTok.

Conclusion

TikTok has emerged as a powerful platform for business growth and economic contribution in Australia. Its unique user-centric recommendation system and low entry barriers make it an attractive option for SMEs and newer businesses. The platform's influence extends beyond digital engagement, with users translating their online experiences into real-world actions, such as visiting businesses, purchasing products, and supporting charitable causes. This report underscores TikTok's growing importance in the Australian market and its potential to continue driving economic and social value.