A survey conducted in 2024 found that 64 percent of Gen Z respondents in the United States had used TikTok as an online search engine. This is the highest rate across all generations, with the use of the video-based platform decreasing in accordance with the older cohorts. The practice of social search is most popular among younger generations, with the majority of Gen Z respondents opting for social platforms over traditional search engines for performing online searches.
Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation
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Adobe. (February 29, 2024). Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation [Graph]. In Statista. Retrieved June 07, 2025, from https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. "Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation." Chart. February 29, 2024. Statista. Accessed June 07, 2025. https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. (2024). Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation. Statista. Statista Inc.. Accessed: June 07, 2025. https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. "Share of Consumers in The United States Who Have Used Tiktok as a Search Engine in 2024, by Generation." Statista, Statista Inc., 29 Feb 2024, https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe, Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation Statista, https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/ (last visited June 07, 2025)
Share of consumers in the United States who have used TikTok as a search engine in 2024, by generation [Graph], Adobe, February 29, 2024. [Online]. Available: https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
