Recent research of more than 800 consumers and 200 small‑business owners reveals that TikTok has become the top search tool for Generation Z, with 49% of respondents using the platform to look up information. Instagram follows closely, while traditional engines like Google still hold sway for 89% of the cohort.

TikTok captures 49% of Gen Z search activity

According to the survey, nearly one in two Gen Z users treat TikTok as a search engine, and 25% consider it an effective alternative to Google.. Short‑form videos that showcase real experiences appear to satisfy the generation’s appetite for quick, visual answers.

Reddit trails as 38% search preference among Gen Z

The same data shows that 38% of Gen Z respondents rely on Reddit for search‑style queries, positioning the discussion forum as the second‑most popular social search venue. This mirrors the platform’s reputation for community‑driven recommendations.

Google still used by 89% of the group

Despite the shift toward social media,the report notes that 89% of Gen Z still conducts at least some searches on Google, indicating a hybrid approach rather than a wholesale abandonment of the classic engine.

Adobe Express study links 26% of viewers to TikTok’s video format

The Adobe Express study cited in the report found that 26% of respondents are drawn to TikTok because of its short‑video format,with 21% citing storytelling and 17% highlighting interactivity as key draws. These preferences underscore why visual content is eclipsing text‑heavy results for younger users.

Will advertisers shift budgets to social search?

Open questions remain about how marketers will respond. Will brands reallocate spend from Google Ads to TikTok and Instagram’s emerging search placements, or will they attempt to blend AI‑generated snippets with user‑generated video content? The survey does not capture advertiser intent, leaving the next strategic move uncertain .