Exploring TikTok Use and Non-use Practices and Experiences in China

Short-form video sharing mobile applications like TikTok (Douyin) have been gaining traction globally in recent years. These video sharing platforms have transformed how users consume online content in a drastic way. The recommendation algorithms of these applications form a “ludic loop” for users – the more users watch videos, the better the algorithms work, and the more users are exposed to content of their interest. Although prior research has explored how and why users watch short-form videos, relatively little research has studied those who choose not to use Douyin. To address this, we conducted a survey study with Internet users in China (N = 192), focusing specifically on Douyin and those who have abandoned or never adopted Douyin. Our results show that various perceptions of these users shape diverse practices of engagement with and disengagement from Douyin. Those who choose not to use Douyin are mostly motivated by the fear of addiction, or the stigmatized perceptions of videos on Douyin that deemed low-quality. Those who are using Douyin and those who choose to quit Douyin have different perceptions of the efficacy of Douyin’s recommendation algorithms. We situate our findings with prior research on technology non-use, and provide design implications for future video-based social media.