牛津经济研究院-TikTok效应-TIKTOK在英国的社会经济影响（英）-2023.7-68页_2mb

Summary of TikTok's Socioeconomic Impact in the UK

Executive Summary:

• TikTok generated £1.2 billion in revenue for UK SMEs in 2022.
• The gross value added (GVA) contribution to GDP was £1.63 billion in 2022.
• TikTok supported 32,000 jobs across the UK, with 78% outside London.
• 60% of users purchased a product or service based on TikTok content, and 47% visited local attractions or shops.

Key Findings:

1. User Engagement:

   • TikTok is used by millions in the UK, with diverse demographics (56% women, 25% ethnic minorities).
   • Users value the platform highly, with a median willingness to accept £8/month for giving it up.

2. Economic Impact:

   • TikTok drives SME growth, particularly among young and ethnic minority businesses.
   • Revenue from SME advertising and marketing on TikTok increased GVA by £1.63 billion in 2022.

3. Platform Usage by SMEs:

   • SMEs use TikTok for content posting (62%), paid advertising (44%), creator collaborations (23%), and direct sales (21%).
   • Younger SMEs (founded since TikTok's UK launch) allocate higher budget shares to TikTok.

4. Socioeconomic Impact:

   • TikTok influences real-world behavior, including purchasing and volunteering, and fosters community engagement.
   • The platform supports diversity in business ownership, with higher ethnic minority and youth representation.

Methodology Notes:

• Data from Oxford Economics, using surveys from YouGov and Ipsos.
• Estimates include direct, indirect, and induced economic impacts across sectors and regions.

Methodology Limitations:

• Hypothetical surveys (Willingness-to-Accept questions) may not reflect real decisions.
• Aggregation assumes constant valuation over time; biases from hypothetical responses exist but are considered manageable.