By Phoebe Gill, Creative Account Manager
In a move that sparked debates across the globe last week, the United States was considering a nationwide ban on TikTok, the wildly popular short-form video app owned by Chinese tech giant
ByteDance.
Proponents argue the app poses risks to national security and user privacy, while critics see the ban as a political manoeuvre with far-reaching implications for free expression and digital commerce.
With millions of Americans using TikTok daily, and reactions in the US to the proposed ban including a migration to Chinese-run app RedNote, Censuswide explored the international reaction through surveying 2,000 consumers aged 16+ in the United Kingdom.
Almost half (46%) of Brits surveyed use TikTok
TikTok has cemented its role in UK culture, especially among younger generations. Nearly half (46%) of Brits surveyed 1 say they used TikTok. Usage is highest among Gen Z (aged 16–27), with 9 in 10 (88%) using the app, followed by almost two thirds (64%) of Millennials (aged 28–43).
Engagement dropped among older generations with just 1 in 8 (12%) Baby Boomers (aged 60–78) and 4% of the Silent Generation say they used TikTok.
Awareness of the ban
Moving onto the ban itself, more than three quarters (78%) of Brits surveyed were aware of theTikTok ban, which is the equivalent of over 42.8 million 2 of the UK population.
That figure significantly exceeds TikTok’s UK user base, underscoring just how high-profile this story had become. Again, generational differences mirror usage, with more Gen Z (91%) and Millennial (80%) than Baby Boomer (72%) and Silent Generation (60%) respondents being aware of the ban.
What did Brits think of the ban?
Among those aware of the ban³, the top three reactions were:
1. ‘I don’t think it will solve the concerns it’s supposed to address’ (29%)
2. ‘I feel bad for the content creators’ (27%)
3. ‘I think it’s an overreaction’ (27%)
Beyond this, a quarter (25%) of Brits³ also believed the ban violates freedom of expression. Some, however, appeared more aligned with proponents of the ban, with a fifth (18%) of Brits³ thinking the UK should ban TikTok as well. Additionally, 1 in 11 (9%) Brits³ think it’s funny (e.g., public reactions are funny), rising to 1 in 7 (14%) amongst Gen Z³
The transition from TikTok to rednote
RedNote is another short-form video platform, also Chinese-owned, that gained traction as users looked for alternatives. The transition from TikTok to RedNote has also been the topic of much
conversation on the platform and beyond.
· Almost a third (32%), around 17.4 million⁴ , of Brits have heard 5 about this.
· 1 in 14 (7%) have personally downloaded / signed up for the app.
· Over 3 in 5 (62%) Gen Z have heard⁵ about the transition to RedNote,
· 15% of Gen Z have personally downloaded / signed up for RedNote compared to only 1% of Baby Boomers who have done so.
When we asked how Brits felt about the switch to RedNote:
· Almost 3 in 10 (27%) respondents [6] think it’s a rebellion, which is a good thing.
· Just over a quarter (26%), think it’s funny.
· Almost a fifth (20%), think it’s wholesome.
· Just over a fifth (21%) of respondents⁶ think it’s stupid for people to make the transition.
· Almost 1 in 7 (13%) think it’s a rebellion, which was a bad thing.
One respondent⁶ summed this up writing: “Newton’s third law: every action will have an equal and opposite reaction.”
Future: would UK TikTok users change their behaviour?
Looking forward, our research aimed to find out whether news of the US TikTok ban – if it was
successful – would have any potential impact on UK users’ behaviour in the future.
38% of respondents 7 who use TikTok would 8 download / sign up for RedNote if TikTok is banned in the US.
10% said they would definitely do this.
31% of respondents who use TikTok would 8 leave TikTok.
13% said they would definitely do this.
A Ban that’s still in limbo
News of the ban has clearly engaged users beyond the US and has potential impacts for app usage internationally in the future if it is upheld. With incoming President Trump’s promise to issue an executive order to delay the ban, the app’s future remains uncertain leaving creators in the US and users around the globe in a state of uncertainty.
One thing is certain: what began as a domestic policy decision has sparked a truly international conversation.
If you would like to discuss any market research ideas or projects, feel free to get in touch with us.
1 Subsequent stats refer to the respondents surveyed.
2 Calculated as 77.7% of 55,190,346 (ONS population figures for 16+) = 42,882.900.
3 Those who are aware of the ban.
4 Calculated as 31.7% of 55,190,346 (ONS population figures for 16+) = 17,495,340.
5 All ‘Yes’ answers combined.
6 Those who have heard about the transition from TikTok to RedNote.
7 Excluding those who have already downloaded RedNote.
8 ‘I definitely would do this’ and ‘I probably would do this’ answers combined.
