A survey conducted in January 2026 found that ** percent of Gen Z respondents in the United States had used TikTok as an online search engine. This is the highest rate across all generations, with the use of the video-based platform decreasing in accordance with the older cohorts. The practice of social search is most popular among younger generations, with the majority of Gen Z respondents opting for social platforms over traditional search engines for performing online searches.
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Adobe. (February 15, 2026). Share of consumers who have used TikTok as a search engine in the United States in 2026, by generation [Graph]. In Statista. Retrieved October 11, 2026, from https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. "Share of consumers who have used TikTok as a search engine in the United States in 2026, by generation." Chart. February 15, 2026. Statista. Accessed October 11, 2026. https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. (2026). Share of consumers who have used TikTok as a search engine in the United States in 2026, by generation. Statista. Statista Inc.. Accessed: October 11, 2026. https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe. "Share of Consumers Who Have Used Tiktok as a Search Engine in The United States in 2026, by Generation." Statista, Statista Inc., 15 Feb 2026, https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
Adobe, Share of consumers who have used TikTok as a search engine in the United States in 2026, by generation Statista, https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/ (last visited October 11, 2026)
Share of consumers who have used TikTok as a search engine in the United States in 2026, by generation [Graph], Adobe, February 15, 2026. [Online]. Available: https://www.statista.com/statistics/1538171/tiktok-usage-as-search-engine-united-states-by-generation/
