Survey: 51% of Gen Z women prefer TikTok, not Google, for search

TikTok is the search engine of choice for more than half of Gen Z and influences their purchase decisions more than any other platform. That’s according to a new survey from Her Campus Media, a Gen Z media and college marketing company. Although Google dominates search in the U.S. (77.5%) and globally (83.5%), Google has acknowledged TikTok search as a growing threat. TikTok is the #1 search engine for more than half of Gen Z. Overall, 74% of Gen Z uses TikTok search.