Gen Z is turning to TikTok for online searches, making it the number one search engine for half of them, with 51% preferring it over Google, according to a survey conducted in the US. The impact of TikTok on young internet users’ search habits has been observed for over a year, with 74% of Generation Z now using TikTok search to find content on the social platform. A survey by Her Campus Media, reported by Search Engine Land, shows that 51% of Gen Zers choose TikTok as their primary search engine.
The main appeal of TikTok search is attributed to the video format of the results, with 69% of respondents in the survey stating it as the top reason for their preference. Additionally, 65% feel that the answers they find on TikTok are more relatable, while 47% appreciate the personalized answers.
With the increasing use of TikTok for searches, it also has an influence on purchasing behavior. Almost three-quarters of Gen Zers (72%) have purchased a product after seeing it on TikTok. The hashtag #TikTokMadeMeBuyIt has garnered nearly 70 billion views on the app, and it is shaping the purchasing decisions of 62% of Gen Zers, marking a 15% increase from the previous year’s survey. Furthermore, 61% of respondents in the survey admit to trusting influencers or brands more than their own friends or family for product recommendations.
*The online survey was conducted in August, promoted through Her Campus Media newsletters and social accounts. It received 1,821 responses, with 100% of respondents from the US, 97% being female, and 71% college students (undergrad). – AFP Relaxnews
Credit: The Star : Tech Feed
