Almost half of the U.S. consumers use TikTok as a search engine

"Nearly half of U.S. consumers now use TikTok as a search engine, drawn to its short-form videos, personalized content, and authentic storytelling, and that number has jumped nearly 20% in just two years."

"Google, Reddit and ChatGPT remained more valuable, trusted sources of information, with TikTok appearing further down the list. But even so, with TikTok seeing very high usage in the U.S. (TikTok recently reported that it now has more than 200 million American users), the discovery potential within the app is high."

"Recipes and beauty advice could offer opportunities for marketers, while restaurant recommendations were also high on the list. That could make TikTok more of a focus for businesses that are aligned with these specific trends."

TikTok's role as a discovery and search tool is rapidly expanding among U.S. consumers. An Adobe study surveying 807 consumers and 200 small business owners found that nearly 50% of Americans now use TikTok to search for information, driven by short-form videos, personalized content, and authentic storytelling. This represents a 20% increase over two years. Users primarily search for recipes, beauty advice, and restaurant recommendations. While Google, Reddit, and ChatGPT remain more trusted information sources overall, TikTok's 200+ million American users create significant discovery potential. The platform's growing search functionality presents marketing opportunities for businesses aligned with these trending categories, warranting increased consideration in digital marketing strategies.

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