Number of Gen Z users using TikTok over Google falls

Luke Meredith

Gen Z’s interest in using TikTok instead of Google for search has dropped sharply, even as more Americans overall say they use TikTok to look things up.

New survey data from Adobe Express shows that while TikTok continues to grow as a search tool, it is no longer gaining ground with younger users the way it once was.

The survey found that only 4% of Gen Z now say they prefer TikTok over Google for search. That’s half the share reported in 2024, when the figure was 8%. Gen Z still uses TikTok a lot, with 65% have used it as a search engine, and a quarter saying it works well for finding information, but that doesn’t mean they choose it over Google anymore.

This change matches earlier reporting that showed Google remained the top starting point for Gen Z searches, with nearly half of young adults beginning their queries there.

Across all age groups, 49% of U.S. consumers say they’ve used TikTok to search for information. That’s up from 41% in Adobe’s 2024 report. The platform is clearly becoming a mainstream search tool, especially for quick tips, trends and product ideas.

But rising use doesn’t necessarily mean people prefer it over Google.

One of the most striking findings is that 14% of users suggested they’re more likely to utilise ChatGPT for search instead of Google, which is double the share who said the same about TikTok. This trend is consistent across generations, suggesting that AI chatbots may be a more serious challenger to Google’s dominance than social video platforms.

Among the 200 small business owners surveyed, more than half had used TikTok for promotions. But fewer plan to increase their spending on the platform. Only 38% expect to invest more in TikTok affiliate marketing, down from 53% in 2024. Their biggest challenge is turning TikTok engagement into actual sales.

Even so, influencer marketing on TikTok is growing, with more businesses using creators to promote products.

The idea that TikTok might replace Google has been popular since 2022, but this new data suggests a more complicated picture. People, especially younger users, are spreading their searches across multiple platforms rather than switching entirely. Google remains the clear leader, but AI tools like ChatGPT may be the ones to watch as real competitors.

With AI’s popularity consistently on the rise, your business being relevant online has never been more important. Speak to our team at Engage Web today to discover how to make gains yesterday.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.