Almost 50% Of US Consumers Use TikTok As A Search Engine

3rd March 2026 Staff Writer

TikTok has solidified its role as a legitimate search engine for many Americans, with 49% of US consumers reporting that they used TikTok as a platform for search queries in 2026 – up 19.5% from 41% in 2024, according to Adobe Express’s latest survey of 807 consumers and 200 small business owners conducted in January–February 2026.T

The shift is most pronounced among younger users. 25% of Gen Z consumers found TikTok effective for finding information, compared to 17% of millennials, 12% of Gen X, and just 5% of baby boomers. Gen Z also showed strong preference for Reddit as a search tool (38%) and remained the most likely to favor Google overall (89%). However, TikTok’s appeal over Google has declined slightly among Gen Z, dropping from 8% in 2024 to 4% in 2026.

Consumers turn to TikTok for more than quick answers. The top reasons cited include short video format (26%), storytelling (21%), interactive experiences (17%), and personalized content (14% overall, 21% among Gen Z). Preferred content types include video tutorials (61%), product reviews (45%), personal stories (41%), and influencer recommendations (33%). Gen Z and millennials were most drawn to trending challenges and memes.

For small business owners, TikTok is increasingly central to marketing. 58% have used the platform for promotions, and 38% relied on TikTok influencers for product sales or campaigns – up from 25% in 2024. Owners rated their TikTok content as outperforming traditional search results in areas like product/service reviews (29%), video tutorials (28%), and personal stories (24%). On average, businesses allocate 16% of their marketing budget and 15% of their SEO budget to TikTok.

The survey also found 14% of consumers prefer ChatGPT over Google for search, with fairly even distribution across generations (12% Gen Z, 15% millennials and Gen X, 14% boomers). As search behavior diversifies, TikTok’s short-form video format is capturing significant discovery time, especially among younger users.