64% of US Gen Z consumers use TikTok for search

An overview of consumers’ search behaviours on TikTok in the US.

On average, 41% of consumers have searched on TikTok and the portion is as high as 64% for Gen Z, according to a new study by Adobe. 

Nearly half (49%) of Millennials and 29% of Gen X also use TikTok to search, with the percentage for baby boomers dropping to 14%. 

Over two in five Americans use TikTok as a search engine and nearly one in 10 Gen Zs prefer TikTok to traditional search engines. When searching on TikTok, consumers most often turn to the short-form video platform for new recipes, new music, DIY tips, and fashion and...

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