When asked why consumers used TikTok instead of traditional search engines, 44% said the short video format is more informative and digestible, 34% said they enjoyed the storytelling aspect of TikTok videos, 31% said the content is more personalized, and 29% said the information is more current.
Despite its popularity, TikTok still trails behind Google, YouTube, and Bing as the platform consumers find the most useful when looking for information.
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