TikTok gains favor among Gen Z over Google for searches (2024)

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TikTok gains favor among Gen Z over Google for searches? ›

This follows a recent HerCampus study finding that 74% of Gen Z internet users use TikTok for search and 51% favor it over Google

Nearly 1 in 10 Gen Zers said they were more likely to rely on TikTok than Google as a Search Engine. 41% of consumers have used TikTok as a Search Engine. 64% of Gen Z respondents have used TikTok as a Search Engine.

"TikTok has adapted to this by providing search suggestions under videos or helping to spread popular searches. These search suggestions, however, often result in associations – such as (unfounded) rumours about famous people – arising out of the blue as the algorithm rewards them.

64% of Gen Z users use TikTok for social search. 51% prefer TikTok over Google for obtaining information. 74% favour TikTok over Google for product searches.

Senior Contributor. Journalist, analyst, author, podcaster. Gen X and millennials might have made “google” a verb, but Instagram and TikTok are now the preferred search engines for Gen Z when seeking local results. According to a new study of 1,002 U.S. consumers, Google is now in third place for 18 to 24-year-0lds.

This follows a recent HerCampus study finding that 74% of Gen Z internet users use TikTok for search and 51% favor it over Google, primarily due to its short-form video format.

It is a medium for video-based dialogue, it's used to express opinions and build communities of like-minded individuals. For Gen Z more so than Millennials, TikTok enhances socializing by creating opportunities for group activities like dance challenges and trends.

TikTok is inherently a trusted platform by many. And I believe that stems from being a platform built on discovery and authenticity. Users open the app with an open mind and most importantly, they are looking to learn from other humans in the world of ads and technologies.

Doing a search on TikTok is often more interactive than typing in a query Query (noun) : a question 2 on Google. Instead of just slogging through walls of text, Gen Z-ers crowdsource recommendations from TikTok videos to pinpoint what they are looking for, watching video after video to cull the content.

Social media platform TikTok has begun to surpass Google with its user search function, according to analysis from search-first creative agency Rise at Seven.

Where will Gen Z go after TikTok? ›

Needs Of Gen-Z

According to Deloitte's Digital Media Trends Survey, 15th Edition (page 5) of March 2021, Gen-Z cites playing video games (26%), listening to music (14%) and browsing the internet (13%) as more enjoyable than engaging on social media platforms (11%).

Gen Z's favorite social networks for shopping discovery are TikTok and Instagram. Gen Zers usually watch videos and engage with influencer content creations to find new products and brands.

Launched in 2009, Bing is the second most popular search engine. It accounts for roughly 4 percent of overall search volume, but its market share jumps to nearly 12 percent on desktop.

Gen Z's standout priorities for 2024 are centered around self-enrichment: things like starting new jobs, learning new skills, reading more, or finding love.

The results from a survey by Adobe Express show that nearly 1 in 10 Gen Zers are more likely to rely on TikTok than Google as a search engine and that over 2 in 5 Americans use TikTok as a search engine.

For Generation Z, 46% primarily turn to social media for their informational needs, putting their preference for the platforms where they already spend much of their time. Millennials follow this pattern, with 35% favoring social media over traditional search engines.” Id. (emphasis added).