Short Video Users And Their Viewing Behaviors

With the rapid development of new media in recent years,the Internet has penetrated into thousands of households.As a new method of communication,short video has gained more and more users with its "short,wonderful,and special" characteristics.Among all those short video APPs,"Tik Tokft can be regarded as a typical representative of them,in view of its maturity and relatively more comprehensive management system.Along with the development of media technology,the way that users obtain information has been constantly changed.This article adopts a questionnaire survey method.After reviewing much relevant literature in the research field of short video,the online questionnaire method is used to investigate short video viewers' viewing behaviors with taking "Tik Tok" as an example.Then author analyzed the founding through questionnaire survey,and found about some demographic characteristics of the viewers of "Tik Tok" as well as some key factors that influence its audience's viewing behaviors.Through research,the researcher found,compared to men,women are more likely to share their feelings of anger and sorrow through "Tik Tok",and thus have a stronger desire to confide.The age of "Tik Tok" short video APP users mainly ranges from 19 to 45.This research also found that "Tik Tok",APP users have a higher degree of dependence on the APP.Most of them use it just for entertaining and leisure but with poor social attributes,low interaction,and low demand for paid consumption.The factors that affect the viewing behaviors are mainly the positioning of the short video platform,the social environment,user needs,and the single business model of the short video platform.First of all,youths from the first and the second tier Chinese cities take the majority of "Tik Tok" users who live lives with fast pace and high pressure.They mainly spend their fragmented spare time for short-term relaxation.Secondly,by viewing "Tik Tok"short video,the viewers have been found enjoying kind of equality and free communication and interaction,breaking many barriers in reality,creating a carnival"utopia" world and therefore escaping from the pressure of reality.Thirdly,the research found that though "Tik Tok" short video can satisfy users's piritual needs in their fragmented spare time,but it also causes that its users feel more difficult to retain their attention for a long time.The author hopes to use "Tik Tok" short video as an example to conduct research on audience viewing behaviors,which can analyze the current status of the viewing behaviors of short video audiences,and find that the factors that affect the viewing behaviors of short video audiences are mainly the positioning,algorithms and audience needs of short videos.I hope that this article will help the audience's viewing choices in terms of optimizing the quality of short video content,enhancing the social attributes of short videos,and capturing the demand points for payment.It will also provide some feasible suggestions and practical guidance for other new media industries,especially short video practitioners..