Data indicates a major drop in Gen Z Favoring TikTok Over Google

Data indicates a major drop in Gen Z Favoring TikTok Over Google

A recent Adobe study conducted utilizing its technology, Adobe Express, illustrates increasing trends in how users use online search platforms. While more customers in the United States report using TikTok to find information, the notion that TikTok is replacing Google as a key search tool, particularly among younger users, seems to be fading.

The new report, released on February 17, polled 807 consumers and 200 small business owners in the United States to better understand how individuals seek information across many platforms. According to Adobe, the data was collected in January 2026, and the survey was carried out using SurveyMonkey in February 2026. 

One of the most notable findings is that 49% of surveyed consumers had used TikTok as a search tool. This is an increase over Adobe's 2024 study, when 41% of respondents reported utilizing the platform for search purposes. Although this growth suggests that TikTok is becoming a more popular destination for individuals to look for information, it does not necessarily imply that consumers prefer it to traditional search engines.

Gen Z’s Preference Is Declining

The percentage of Generation Z respondents who claimed they are more inclined to use TikTok instead of Google has decreased dramatically. In 2024, approximately 8% of Gen Z respondents preferred TikTok to Google for search. By 2026, that proportion had dropped to just 4%, a 50% fall.

Despite this trend, younger audiences continue to use TikTok to acquire new knowledge. According to the survey, 65% of Gen Z participants have used TikTok for search purposes, with 25% describing the platform as effective for discovering relevant information. However, the research reveals that while Gen Z continues to use TikTok for discovery, they are not replacing Google as their primary search engine.

This trend is similar to previous data published by Axios in 2024. According to the report, Google remained the most popular starting place for internet searches among users aged 18 to 24, with 46% of respondents beginning their searches there.

ChatGPT Emerging as A Search Alternative

Another significant finding from the survey is the increased influence of AI technologies on search behavior. When seeking information, approximately 14% of consumers claimed they prefer to use ChatGPT over Google. This is twice the percentage of people who stated the same about TikTok, which was 7%.

Interest in ChatGPT as a search tool appears to be consistent across age groups. The survey indicated that 12% of Gen Z respondents claimed they are more likely to rely on ChatGPT than Google, while the rates were somewhat higher among millennials and Generation X (15%). Even among baby boomers, 14% said they prefer ChatGPT for specific search chores.

In comparison, TikTok’s preference over Google was relatively low across all generations. Millennials actually showed a slightly higher preference for TikTok than Gen Z, with 8% favoring it over Google. The lowest figure came from baby boomers, where only 2% reported choosing TikTok instead of Google.

Businesses Are Becoming More Cautious

The report also explored how businesses are using TikTok for marketing and search-related strategies. Among the 200 small business owners surveyed, 58% said they have used TikTok as a promotional platform. On average, these businesses dedicate about 16% of their marketing budgets to creating TikTok content and roughly 15% of their SEO budgets toward optimizing for TikTok-based search.

However, the enthusiasm for increasing TikTok investments looks to be waning. Only 38% of business owners intend to boost spending on TikTok affiliate marketing, compared to 53% in 2024. One of the most common issues mentioned by businesses is turning TikTok engagement into actual revenue. Approximately 38% of respondents responded that converting views or interactions into sales is the most difficult. Another 36% responded that increasing follower numbers and maintaining high engagement levels are continuous challenges.

At the same time, TikTok influencer marketing is becoming increasingly popular. Approximately 38% of small company owners now collaborate with TikTok influencers to promote products or boost sales. This is up from the 25% reported in Adobe's 2024 statistics.

Why These Findings Are Important

For some years, there has been a widespread belief that TikTok might replace Google as the dominant search engine for younger audiences. However, the most recent data provide a more complicated picture. TikTok is an essential discovery site, especially among younger users, but the survey indicates that consumers are not abandoning Google totally. Instead, consumers appear to disperse their search activity across different platforms based on the type of information they seek.

The rise of AI tools such as ChatGPT may represent a more significant competitive challenge for Google’s search dominance than social video platforms like TikTok.

Looking Ahead

It's worth noting that Adobe's analysis is based on a vendor-funded poll of 1,007 people, both consumers and company owners. The participant group was overwhelmingly dominated by millennials, who made up 53% of the sample, with Gen Z accounting for only 15% of respondents. The survey did not specify a margin of error. Furthermore, the year-to-year comparisons are based on Adobe's previous statistics rather than a wholly independent sample. As a result, generational trends should be seen as broad indicators rather than definitive conclusions.

Nonetheless, the findings mirror larger industry observations. Consumers are increasingly searching for information across several platforms, such as social media, discussion forums, and AI chatbots. Despite its diversification, Google continues to dominate the search landscape.

According to this survey, the most significant future threat to Google's position in search may come from AI-powered tools rather than social networking networks alone