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TikTok v.s. YouTube

User Experience Research

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Jady, Jasper, Yuka, Ella

August 2023

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Introduction

Content Summary

Data Visualization

Insights and Suggestions

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Introduction

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Introduction

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    • YouTube: 2240.03 million users in 2021
    • TikTok: over 1 billion active monthly users in 2021
    • TikTok has gone viral recently

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    • Goal: explore video-watching app preferences among college students

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Previous Knowledge

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What is the difference between Youtube & Tiktok?

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Understand college students’ preference via:

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  • Satisfaction
  • Entertainment
  • Connecting with others
  • Genre of videos
  • Recommendation relevance
  • More influencers

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Objectives

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Introduction

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    • What’s college students’ overall satisfaction with TikTok and YouTube?
    • How do college students feel about TikTok vs YouTube when connecting with others?
    • What genres of videos do college students watch on TikTok vs YouTube?
    • How relevant do college students think the recommendations of Youtube and TikTok?
    • Do college students think Youtube or TikTom has more influencers?
    • What factors are correlated with college students’ preference?

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Detailed Research Questions:

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Timeline

Planning

Data Collection

Analysis

Readout

Aug 2nd

Aug 8th

Aug 12th

Aug 18th

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Methodology

Survey (Qualtrics)

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Data Analysis (R/SPSS/Jamovi)

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Visualization (Tableau/SPSS)

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Survey Question 1-3:

  • Age Distribution
  • Utilize YouTube (Yes/No)
  • Utilize TikTok (Yes/No)

Valid Participants: 32(out of 86)

Response Rate: 37%

Mainly used SPSS for analysis

Findings

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  • Higher video quality
  • More preferable influencers

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  • No advertisements
  • Better at connection
  • Higher recommendation relevance
  • More entertaining
  • More social

Advantages

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Visualization

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Overall Satisfaction: 59.4%

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Introduction

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Satisfaction

How satisfied are you with your experience on Youtube?

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Overall Satisfication = 59.4%

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Introduction

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Video Watching

Among the following choices, what is your favorite app to watch videos?

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Introduction

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Influencers

I think Youtube/Tiktok has more influencers that meet my preference.

59.4%

34.4%

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Connecting with friends

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Conclusions

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How to make Youtube better?

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Insights

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  • Different target audiences.
  • YouTube - focuses more on its information circulating features
  • TikTok - focuses more on entertainment and social connecting.

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Insights

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  • Distinctive highlights in features
  • YouTube: higher quality videos and perferable influencers
  • TikTok: mainly designed for entertainment and social connecting

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Possible

Solutions

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Suggestions for YouTube：

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  • Play to its strength, avoid weaknesses

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    • Draw more variety of influencers

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    • Continue to produce high-quality videos

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Limitations

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  • Small sample size
  • Not all participants are college students
  • Participants from limited group

mainly Chinese international students

  • High cut-off rate

only a small portion use both

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Future

Directions

  • Larger sample size and a broader population
  • This research: 32 international college students.
  • ideal sample: 385 college students as sample size calculation to enrich diversity
  • Change the media/delivery method to recruit participants

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  • Try to reduce the high cut-off rate
  • Recruiting participants who use both Youtube and TikTok in the first place
  • Frame survey questions in a better way

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  • Interview — ask the why question

to further explore

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Q&A Session

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Thanks

for

Watching