ok is the preferred search engine for 51% of Gen Z users, not Google.
TikTok, the most popular search engine for Gen Z, influences more purchase decisions than any other platform. Her Campus Media, an online media company for Gen Z and college marketing, conducted a survey to confirm this.
Why do we care? Google acknowledges TikTok as a growing threat. Look no further than TikTok’s introduction of search ads. TikTok may not be a search engine, but you still need to appear when users are searching for your brand/business, or products.
TikTok has become the number one search engine among Gen Z. TikTok is used by 74% of Gen Z. TikTok was chosen by 51% of respondents as their preferred search engine, compared to Google. Three main reasons:
- The results are available in video format (69%)
- Answers that are more relatable (65%)
- Personalized answers (47%)
TikTok is a powerful tool that encourages people to buy. The #TikTokMadeMeBuyIt campaign is a real and massive phenomenon. TikTok announced it received 12,4 billion video views. TikTok is responsible for nearly 3 out of every 4 Gen Z purchases:
- 72% of people purchased a product they saw on TikTok.
TikTok influences the purchase decisions of 62% more Gen Z than any other platform. This represents a 15% increase compared to Her Campus Media’s version of the survey from 2022.
Product discovery. Gen Z is heavily reliant on social media to discover new brands and products and for shopping ideas. 61% of respondents said they trusted influencers and brand recommendations more than their family and friends.
- 70,34% of respondents look for influencers.
- Brands are important to 62.31% of consumers.
- 61.17% “somone I trust.”
TikTok and Instagram. TikTok is the winner with Gen Z in terms of watching video content. However, Instagram is the winner when it comes down to daily usage.
- 76% of people prefer TikTok to Instagram (an 18% increase since 2022).
- 90% of users use Instagram every day (up 10% from 2022), and 80% of users use TikTok daily (up 14% from 2022).
The data. In August, Her Campus Media’s newsletters and social media accounts promoted the online survey. The survey received 1,821 replies – all respondents were U.S. citizens, 97% of them were women and 71% were undergraduate students.
The article Survey: TikTok is the preferred search engine for Gen Z, and not Google, appeared first on Search Engines Land.