Extra U.S. customers in an Adobe Specific survey mentioned they’ve used TikTok for search than in the firm’s 2024 survey. However the platform’s place as a Google challenger could also be weaker than the headline numbers counsel.
An updated report from Adobe Express, printed February 17, surveyed 807 customers and 200 small enterprise homeowners in the US about their search habits throughout platforms. Adobe says the information was collected in January 2026, and that the SurveyMonkey survey was performed in February 2026.
Forty-nine p.c of customers surveyed mentioned they’ve used TikTok as a search engine, up 8 share factors from 41% in Adobe’s 2024 report.
Gen Z Is Pulling Again
Amongst Gen Z respondents, the share who mentioned they are extra probably to rely on TikTok than Google fell from 8% in 2024 to 4% in 2026.
Sixty-five p.c of Gen Z nonetheless mentioned they’ve used TikTok as a search engine, and 25% discovered it efficient for locating information. However that utilization isn’t translating into desire over Google the method it did two years in the past.
That tracks with separate reporting from Axios in 2024. The Axios information confirmed Google nonetheless held the prime spot as Gen Z’s most popular search place to begin, with 46% of customers aged 18-24 starting their queries there.
ChatGPT Pulls Forward As A Google Various
14% of customers mentioned they are extra probably to rely on ChatGPT than on Google as a search engine. That’s double the 7% who mentioned the identical about TikTok.
The ChatGPT determine was constant throughout age teams, with 12% of Gen Z, 15% of millennials, 15% of Gen X, and 14% of child boomers. TikTok-over-Google numbers had been low throughout each group and lowest amongst child boomers (2%), with millennials (8%) truly increased than Gen Z (4%).
When requested which platforms they discovered most useful for search, customers ranked Google first at 85%, adopted by Reddit (29%), ChatGPT (26%), YouTube (24%), and TikTok (16%).
Enterprise Funding Is Cooling
Amongst the 200 enterprise homeowners surveyed, 58% had used TikTok for promotions. They allotted a median of 16% of their advertising and marketing price range to TikTok content material creation and 15% of their search engine optimization price range to TikTok search optimization.
Solely 38% mentioned they plan to improve funding in TikTok online marketing, down from 53% who mentioned the identical in 2024.
The highest problem enterprise homeowners reported was changing TikTok engagement into gross sales (38%), adopted by rising follower counts and engagement charges (36%).
Influencer advertising and marketing use grew, with 38% of small enterprise homeowners utilizing TikTok influencers for product gross sales or promotions, up from 25% in 2024.
Why This Issues
The “TikTok is changing Google” narrative has been a recurring theme since at least 2022. This information complicates that story. Optimizing for TikTok search nonetheless is sensible in case your viewers skews youthful, however the information suggests Gen Z could also be settling right into a multi-platform sample somewhat than abandoning Google.
The ChatGPT numbers are value watching extra intently. If 14% of customers throughout all age teams say they’re extra probably to rely on ChatGPT than Google, that’s a broader aggressive sign than TikTok’s Gen Z area of interest.
Wanting Forward
Adobe’s report is vendor-funded and performed by way of SurveyMonkey with 1,007 respondents (807 customers and 200 enterprise homeowners). Adobe says information was collected in January 2026. The pattern skews millennial-heavy (53%), with Gen Z making up solely 15% of customers surveyed. No margin of error was disclosed.
The year-over-year comparisons are based mostly on Adobe’s personal prior information, not an independently replicated pattern. The generational tendencies are directional somewhat than definitive.
Nonetheless, the course in the information aligns with broader trade observations. Customers are utilizing extra platforms for search-like habits, however Google stays dominant. The actual competitors for Google’s search position, based mostly on this survey a minimum of, could also be coming from AI chatbots somewhat than social video.
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Disclaimer: This article is sourced from external platforms. OverBeta has not independently verified the information. Readers are advised to verify details before relying on them.
