Published:  12:54 PM, 16 September 2023

Three quarters of Gen Z use TikTok as a search engine

Three quarters of Gen Z use TikTok as a search engine
When it comes to online searches, Gen Z is turning to TikTok. In fact, the Chinese social network has become the number one search engine for half of them and some 51% even prefer TikTok to Google, according to a US survey.

The impact of TikTok on young internet users' search habits has been apparent for over a year now. Among Generation Z, 74% now use TikTok search to find content posted on the social platform. And, according to a survey by Her Campus Media, reported by Search Engine Land, 51% of Gen Z chooses TikTok over Google as a search engine.

So what's the appeal? According to the survey results, the biggest reason for preferring TikTok search, for 69% of respondents, is the video format of the results. Meanwhile, 65% feel that the answers they find are more relatable, and 47% cite personalized answers.

With more young people using TikTok for searches, this is also influencing their purchasing behavior. Almost three in four Gen Zers (72%) have bought a product after seeing it on the Chinese social network.

With the hashtag #TikTokMadeMeBuyIt, which counts almost 70 billion views on the app, the platform is influencing the purchasing decisions of 62% of Gen Zers, a 15% increase compared to the 2022 edition of the survey. Moreover, 61% of respondents admit to trusting an influencer or brand more than a family member or friend for product recommendations.

*About the data. The online survey, promoted through Her Campus Media newsletters and social accounts, was conducted in August. It received 1,821 responses - 100% of respondents were from the US, 97% were female and 71% were college students (undergrad).

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