Mobile Data Consumption in Emerging Markets
My Role
Time
UX Researcher
4 Weeks
Method
Tools
Survey
TikTok On-site Survey Tool
Python
Lark
Research Background
Limited mobile data has been a major pain point impacting TikTok usage in emerging markets. The UG team has developed a series of in-product strategies to help users save data. The objective of this research was to comprehensively understand users' mobile data purchasing and usage habits in target countries (Brazil, Mexico, Nigeria, Kenya, and Indonesia) to inform future optimizations related to data saving.
Research Questions
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What are the mobile data usage habits and pain points of TikTok Lite users in Brazil, Mexico, Nigeria, Kenya, and Indonesia?
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How sensitive are users to their data consumption in each market?
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What are users' habits and preferences when it comes to purchasing mobile data packages?
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How do users perceive TikTok Lite's data consumption compared to competitor apps?
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What is the potential user demand for TikTok-specific data saving solutions?
Method
Quantitative user feedback was gathered through an on-site survey in 5 countries - Brazil (n=718), Mexico (n=837), Nigeria (n=1749), Kenya (n=1087) and Indonesia (n=688). The survey was conducted from June 16-26, 2022 and targeted TikTok Lite users aged 18+ who were active in the past month. The user sample was aligned with each country's lite app user base in terms of demographics and activity level.
Key Findings
1. Mobile data usage
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In Brazil and Mexico, users are less reliant on mobile data due to high WiFi coverage. Less than 50% use >3GB per month and only a small portion of their mobile spending goes to purchasing data.
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In contrast, WiFi coverage is extremely low in Nigeria and Kenya, so users are highly dependent on mobile data. Around 60% use >3GB per month and almost all their mobile spending is on data.
Internet Connection Methods by Location
Data Consumption by Location
Expenditure on Cellular Data by Location
2. Data sensitivity
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Users in Brazil and Mexico pay less attention to their data consumption, with <30% checking daily. They mainly check data usage through phone settings and prioritize switching to WiFi when running low.
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Users in Nigeria and Kenya pay high attention, with 50% checking daily. In addition to phone settings, they rely heavily on text alerts from carriers to monitor usage. When running low, they prioritize purchasing data add-on packages.
Data-checking Frequency by Location
Data-checking Method by Location
3. App data saving perceptions
This research quantitatively validated, from the user perspective, the negative impact that data constraints have on TikTok usage and the potential future benefits of data saving measures:
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57% of TikTok Lite users indicated that "without data constraints, I would spend more time on the app." This percentage far exceeds other apps.
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Users generally feel WhatsApp and Facebook currently have better data saving measures, while TikTok is less competitive in this aspect.
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When asked how they respond to insufficient data, many users (especially >35% in Brazil and Mexico) say they directly stop using TikTok.
Data Pack Purchasing Behavior by Location
User Data-saving Methods by Location
4. Data Saver Mode
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Users who have enabled this feature mainly do so to save data (rather than improve video smoothness). However, most currently believe it can only save <20% data, quite different from the actual product impact. Consider adding in-app hints/signals to make users more aware of the data savings.
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Non-users feel both data saving and smoothness improvements are quite attractive. For data-sufficient users, consider highlighting the smoothness improvement aspect going forward.
Perception of Data Saver Mode for Users and Non-users
Recommendations
In summary, the key recommendations from this research are:
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Launch telco partnerships to offer market-specific, TikTok-dedicated data packages.
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Improve the user experience and messaging around TikTok Lite's data saver mode feature.
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Develop innovative data-saving features to match or exceed competitors' offerings.
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Tailor in-app experiences to market-specific data usage patterns and constraints.
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Establish regular benchmarking and tracking of data-saving performance and user perceptions.
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To maximize impact, these initiatives will require close collaboration across product, engineering, marketing, and partnerships teams, as well as a commitment to ongoing learning and iteration based on user feedback and market dynamics. By proactively addressing data constraints, TikTok Lite can unlock significant growth opportunities and establish a competitive edge in strategically important emerging markets.