Key Takeaways
- Nearly 49% of U.S. consumers now use TikTok as a search engine, up from 41% in 2024, according to a new survey.
- TikTok users search for various information, from recommendations to tutorials, showing its growth beyond entertainment.
- Generational trends reveal 25% of Gen Z find TikTok effective for information, compared to 17% of millennials and 12% of Gen X.
- Small businesses are adapting by using TikTok influencers for marketing, with 38% investing in affiliate marketing next year.
- Preferred content formats on TikTok include video tutorials and product reviews, highlighting its effectiveness as a search engine.
TikTok as a search engine is now used by nearly half of U.S. consumers. New survey data shows 49% of Americans have used TikTok to search for information. This figure increased from 41% in 2024. The findings come from research conducted by Adobe Express. The survey included 807 U.S. consumers and 200 small business owners. Data collection took place in January 2026 through SurveyMonkey.
The study examined how people use TikTok as a search engine for discovery. Users search for recommendations, tutorials, reviews, and general information. The platform continues expanding beyond entertainment content.
Generational Trends in TikTok as a Search Engine Usage
TikTok as a search engine shows different adoption levels across age groups. Around 25% of Gen Z respondents said the platform is effective for finding information. Among millennials, 17% reported similar use. Gen X usage reached 12%. Baby boomers accounted for 5%.
The survey also measured broader search behavior. Fourteen percent of consumers said they are more likely to rely on ChatGPT than Google for search purposes. This indicates diversification in digital search habits.
Business Impact of TikTok as a Search Engine
Small businesses are adjusting to TikTok as a search engine. Thirty-eight percent of business owners said they use TikTok influencers to promote products. The same percentage reported difficulty converting engagement into sales.
Marketing investment plans reflect this shift. Thirty-eight percent of small businesses intend to increase spending on TikTok affiliate marketing next year. Thirty-one percent plan to expand influencer marketing budgets.
Consumers reported preferred formats when using TikTok as a search engine. Video tutorials ranked highest. Product reviews followed. Personal stories and influencer recommendations were also common.
The data shows measurable growth in TikTok as a search engine across consumer and business segments in the United States.
