A recent Adobe Express survey reported that nearly half of U.S. consumers (49%) have used TikTok as a search tool, showing that social platforms are increasingly part of how people discover information. However, the popular narrative that Gen Z is abandoning Google appears overstated. The percentage of Gen Z users who say they rely on TikTok more than Google actually fell from 8% in 2024 to 4% in 2026.
While many young users still search on TikTok, most continue to begin their research on Google, which remains the dominant starting point for online queries. Overall, 85% of consumers ranked Google as the most helpful search platform.
More interestingly, AI tools may be a bigger long-term competitor than social media. About 14% of consumers said they are more likely to rely on ChatGPT than Google, double the percentage who prefer TikTok.
Businesses are also becoming more cautious with TikTok marketing. Although many still promote content there, fewer plan to increase investment, mainly because converting engagement into actual sales remains difficult.
Overall, search behavior is becoming multi-platform: users may discover information on social media or AI tools, but Google still holds the primary role in search. The real shift appears to be diversification of search channels rather than replacement of Google.
