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theEword launches new insight offering
TikTok and YouTube aren’t just platforms; they’re powerful influencers steering the choices of young minds. And for those in the Purpose-Built Student Accommodation (PBSA) sector, knowing these preferences isn’t just useful; it’s game-changing.
Curious about the specifics? Our 18-page insight report takes a deep dive, spotlighting how UK students aged 18-24 navigate these platforms when it comes to choosing their student accommodation. But if you’d like to find out the headlines, here are our top five takeaways:
1. Demographics and Usage
Of the 443 students surveyed, aged 18-24, 57.3% are male and 42.7% female. While YouTube enjoys a weekly engagement of 21.9%, TikTok isn’t far behind at 13.3%. Notably, platforms like Instagram (32.63%) and Facebook (13.75%) remain significant players.
2. The Gender Factor in TikTok’s Surge
TikTok’s rise among female students is evident; they use it 3.1 times more than males. This platform has become instrumental for 55.9% of students in their accommodation choices, with a stark 73% of female students relying on it, as opposed to just 27.3% of male students.
3. YouTube’s Diverse Influence
YouTube is a staple for 47.2% of students making accommodation decisions. However, this influence dramatically wanes among male students, with only 1.42% citing it as relevant.
4. Authenticity Reigns Supreme
Trust is paramount. An overwhelming 59.5% of students gravitate towards video walk-throughs by real students over stylised company content. Interestingly, company-generated content on TikTok or YouTube garners trust from a mere 3.3% of male students.
5. The Bigger Picture
Whilst YouTube boasts a wider audience, TikTok’s influence is growing at a swift pace, especially in decision-making. As students increasingly value authenticity, it’s crucial to bear in mind that genuine content shouldn’t sacrifice quality.
In this evolving digital landscape, there lies a prime opportunity for PBSA operators. By engaging with student advocates and crafting authentic content, they can harness the combined strengths of organic and paid promotions on both platforms.
