TikTok: The Gen Z search engine

When Google CEO Sundar Pichai said "competition comes from nowhere" during a conference in California, he was referring to TikTok

Jan 17, 2024

Adobe surveyed 808 consumers and 250 business owners to understand how TikTok is reshaping search behavior and marketing strategies, despite the pushback from U.S. government agencies.

Key takeaways

  • Some 49% of millennials and 29% of Gen X say they have used TikTok as a search engine, but only 14% of Baby Boomers can say the same;
  • The top five search topics range from cooking to workout routines. Some 36% of survey participants said they search TikTok for new new recipes, while 35% look for new music, 34% look for DIY tips, 30% search for fashion advice, and 29% look for fashion advice.

Get the full story at MediaPost

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