Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok gains favor among Gen Z over Google for searches

The news: TikTok is evolving beyond entertainment, with consumers using it as a search engine for information, recipes, music, and more, per an Adobe study.

  • Nearly 10% of Gen Z users now prefer TikTok over established search engines like Google when looking for information—suggesting it is gaining trust and usability as a reliable source of information.
  • This follows a recent HerCampus study finding that 74% of Gen Z internet users use TikTok for search and 51% favor it over Google, primarily due to its short-form video format.

The platform is leaning into this trend. In September, TikTok began testing third-party features like integrating Google Search in addition to incorporating Wikipedia entries into its search results to expand its offerings beyond short-form video.

Why it matters: The rise of TikTok as a search engine holds considerable significance in the digital landscape.

  • The study shows that 40% of consumers use TikTok for information, with the app being especially popular among younger generations, as 64% of Gen Z and 49% of millennials do so. This highlights TikTok's importance for businesses targeting these demographics.
  • TikTok is not limited to a specific niche; it has become a go-to platform for a wide range of topics. From cooking recipes, favored 29% more by Gen Z than millennials, to music, DIY ideas, fashion, and more, TikTok caters to a diverse set of interests. This versatility makes it a one-stop destination for users seeking various types of information.
  • The study emphasizes video tutorials as the top choice for 62% of TikTok users, with 39% and 38% favoring reviews and personal anecdotes, respectively. This underscores the need for captivating video content on TikTok.
  • In the future, over 53% of businesses intend to boost their investment in TikTok marketing, recognizing its effectiveness despite engagement and content creation challenges.

Our take: TikTok’s rising use for search signifies a fundamental shift in how people find information and engage with content. Its personalized approach, diverse content, and trustworthiness fuel its rapid growth.

  • For businesses, TikTok offers a valuable avenue to connect with younger audiences and become industry authorities.
  • TikTok's transformation into a search engine isn't a fleeting trend; businesses and content creators can employ it to remain relevant. Prioritizing user experience and creative content will likely translate to success.