TikTok Favorability (February 2023)

TikTok Favorability (February 2023)

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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok."
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categoryTotal
Very favorable9%
Somewhat favorable11%
Neither favorable nor unfavorable17%
Somewhat unfavorable12%
Very unfavorable40%
Don’t know/No opinion10%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Measurement of Party ID for this figure is based on two questions. First, respondents were asked whether they consider themselves to be a Democrats, Republicans, independents, other, or not sure. Those who responded that they are independents or "other" were then asked if they lean toward either the Democrats or Republicans. If they indicated that they lean toward one party or the other, they are considered Democrats or Republicans for the purposes of this figure. Only "pure" independents or members of a third party who indicate that they have no preference for Democrats vis-a-vis Republicans are considered independents. Respondents who answered that they are "not sure" for either of the two aforementioned questions are not incorporated into this figure.
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CategoryDemocratIndependentRepublican
Very favorable12%9%7%
Somewhat favorable16%4%6%
Neither favorable nor unfavorable20%22%9%
Somewhat unfavorable14%10%12%
Very unfavorable26%43%58%
Don’t know/No opinion12%13%9%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Party identification is calculated according to the PID7 variable, a seven point scale of party identification.
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CategoryLean DemocratNot very strong DemocratStrong Democrat
Very favorable4%17%12%
Somewhat favorable13%14%18%
Neither favorable nor unfavorable22%22%18%
Somewhat unfavorable18%9%14%
Very unfavorable38%20%26%
Don’t know/No opinion4%17%11%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Party identification is calculated according to the PID7 variable, a seven point scale of party identification.
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CategoryLean RepublicanNot very strong RepublicanStrong Republican
Very favorable4%6%8%
Somewhat favorable5%9%6%
Neither favorable nor unfavorable4%12%10%
Somewhat unfavorable13%21%7%
Very unfavorable71%35%61%
Don’t know/No opinion4%17%8%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Ideology is measured on a scale of 1-7, with 1 corresponding to "extremely liberal", 7 corresponding to "extremely conservative, and 4 corresponding to "in the middle." For the purposes of this table, respondents who placed themselves at or between points 1 and 3 on the scale are considered "liberal," respondents who placed themselves at point 4 on the scale are considered "moderate," and respondents who placed themselves at or between points 5 and 7 on the scale are considered conservative.
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CategoryLiberalsModeratesConservatives
Very favorable11%11%8%
Somewhat favorable15%14%6%
Neither favorable nor unfavorable19%25%10%
Somewhat unfavorable16%9%10%
Very unfavorable28%28%57%
Don’t know/No opinion10%13%8%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Ideology is measured on a scale of 1-7, with 1 corresponding to "extremely liberal", 7 corresponding to "extremely conservative, and 4 corresponding to "in the middle." For the purposes of this table, respondents who placed themselves at or between points 1 and 3 on the scale are considered "liberal," respondents who placed themselves at point 4 on the scale are considered "moderate," and respondents who placed themselves at or between points 5 and 7 on the scale are considered conservative.
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CategoryLean liberalSomewhat liberalExtremely liberal
Very favorable13%11%10%
Somewhat favorable11%16%17%
Neither favorable nor unfavorable26%15%19%
Somewhat unfavorable13%18%16%
Very unfavorable26%30%28%
Don’t know/No opinion11%9%10%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Ideology is measured on a scale of 1-7, with 1 corresponding to "extremely liberal", 7 corresponding to "extremely conservative, and 4 corresponding to "in the middle." For the purposes of this table, respondents who placed themselves at or between points 1 and 3 on the scale are considered "liberal," respondents who placed themselves at point 4 on the scale are considered "moderate," and respondents who placed themselves at or between points 5 and 7 on the scale are considered conservative.
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CategoryLean conservativeSomewhat conservativeExtremely conservative
Very favorable16%5%5%
Somewhat favorable6%9%3%
Neither favorable nor unfavorable17%12%5%
Somewhat unfavorable8%13%8%
Very unfavorable47%54%68%
Don’t know/No opinion6%7%11%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Race is calculated according to the race variable.
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CategoryWhiteBlackHispanic
Very favorable7%15%13%
Somewhat favorable10%19%8%
Neither favorable nor unfavorable14%23%21%
Somewhat unfavorable12%10%10%
Very unfavorable46%21%37%
Don’t know/No opinion10%12%10%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Gender is calculated according to the GENDER variable.
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CategoryMaleFemale
Very favorable8%11%
Somewhat favorable9%13%
Neither favorable nor unfavorable15%19%
Somewhat unfavorable9%14%
Very unfavorable50%32%
Don’t know/No opinion8%12%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Community type is based on the following question, " Would you say that you live in an urban, suburban, or rural community?"
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CategoryUrbanSuburbanRural
Very favorable13%8%9%
Somewhat favorable17%9%7%
Neither favorable nor unfavorable21%15%16%
Somewhat unfavorable9%13%11%
Very unfavorable30%45%46%
Don’t know/No opinion10%10%11%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Age is calculated according to the AGEG variable.
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Category18-2930-4445-6465+
Very favorable26%11%4%3%
Somewhat favorable19%14%9%6%
Neither favorable nor unfavorable23%18%17%12%
Somewhat unfavorable10%11%14%10%
Very unfavorable20%36%45%54%
Don’t know/No opinion3%9%11%16%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Education is calculated according to the EDUC variable.
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CategoryNo HSHigh school graduateSome college2-year4-yearPost-grad
Very favorable4%11%8%16%9%6%
Somewhat favorable4%12%13%9%12%10%
Neither favorable nor unfavorable13%21%17%19%15%16%
Somewhat unfavorable8%5%16%9%14%16%
Very unfavorable70%38%35%38%43%43%
Don’t know/No opinion1%14%12%10%7%10%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Religiosity is calculated according to the IMPORT variable.
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CategoryExtremely importantSomewhat importantNot very importantNot at all important
Very favorable11%12%6%5%
Somewhat favorable10%13%15%8%
Neither favorable nor unfavorable14%21%12%22%
Somewhat unfavorable9%9%17%16%
Very unfavorable45%33%48%35%
Don’t know/No opinion11%12%2%13%
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    Respondents were asked, "Please tell us whether you have a very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or very unfavorable opinion of each of the following: TikTok." Fundamentalism is calculated according to the LITERAL variable.
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CategoryThe Bible is the actual word of God and is to be taken literally, word for word.The Bible is the word of God but not everything in it should be taken literally, word for word.The Bible is a book written by men and is not the word of God.Don't know.
Very favorable14%9%5%6%
Somewhat favorable12%10%9%16%
Neither favorable nor unfavorable15%15%20%26%
Somewhat unfavorable10%10%19%5%
Very unfavorable36%45%40%37%
Don’t know/No opinion12%10%8%10%

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