Nearly half of U.S. consumers have already used TikTok as a search engine in 2026, according to a new study from Adobe Express, marking a roughly 20% increase in adoption compared to two years ago as video-first platforms claim a larger share of everyday information-seeking behavior.

Adobe Express surveyed 807 consumers and 200 small business owners across the United States in January 2026 to understand how consumers use TikTok as a search engine and how small business owners have adapted (or plan to adapt) their marketing strategies to address search intent on the platform.

Consumer Adoption Climbs Across Generations

Forty-nine percent of consumers surveyed reported using TikTok as a search engine, up from 41% in Adobe Express’s 2024 survey and a 19.5% increase in two years. Adoption rates varied substantially by generation: 65% of Gen Z respondents said they had used TikTok as a search engine, compared with 55% of millennials, 40% of Gen X, and 12% of baby boomers.

Despite TikTok’s growing footprint in search behavior, Google retained its dominant position. Eighty-five percent of consumers identified Google as the most helpful platform for finding information. Reddit ranked second at 29%, followed by ChatGPT at 26%, YouTube at 24%, and TikTok at 16%.

Fourteen percent of consumers said they are more likely to rely on ChatGPT than Google as a search engine, ranging from 12% among Gen Z to 15% among millennials and Gen X. A smaller share said they preferred TikTok over Google for search, with that preference declining among Gen Z from 8% in 2024 to 4% in 2026.

What Consumers Search For and Why

Among the consumers who used TikTok for search, the most common content types they sought out were new recipes (22%), DIY tips (21%), beauty advice (18%), new music (18%), and product recommendations (16%). 

The most preferred content format was video tutorials, cited by 61% of TikTok search users, followed by product reviews (45%), personal stories (41%), and influencer recommendations (33%).

Consumers cited TikTok’s short video format (26%), storytelling aspects (21%), and interactive experience (17%) as the primary reasons they turned to the platform instead of traditional search engines. Gen Z users were more likely than the overall sample to cite TikTok’s short video format (36%) and its storytelling aspect (29%) as draws. Twenty-one percent of Gen Z also pointed to personalized content as a motivating factor, compared to 14% of all consumers surveyed.

Small Businesses Adjust Spending, Wrestle With Conversions

Fifty-eight percent of small business owners surveyed reported using TikTok to promote their businesses, posting an average of nine times per month. The share relying on TikTok influencers for product sales or promotions rose to 38% in 2026, up from 25% in 2024.

Business owners allocated an average of 16% of their marketing budget to creating TikTok content, and 15% of their SEO budget toward TikTok search optimization. Product and service reviews (29%), video tutorials (28%), and personal stories or anecdotes (24%) were the content categories business owners said outperformed traditional search engine results pages.

Converting TikTok engagement into sales was the top challenge cited by business owners, with 38% of respondents identifying it. Increasing follower counts and engagement rates ranked second at 36%, followed by building a consistent brand presence at 31%.

Looking ahead, 38% of business owners said they plan to increase investment in TikTok affiliate marketing within the next year, down from 53% in 2024. An additional 31% said they plan to increase investment in TikTok influencer marketing over the same period.

Data Sharing Feature Draws Interest

The study also gauged business owner interest in TikTok’s PrivacyGo feature, which allows two parties to compare data while adhering to privacy rules. Fifty-six percent of business owners surveyed said they would use the feature.

Methodology: Adobe Express surveyed 807 consumers and 200 small business owners in the U.S. The consumer generational breakdown was Gen Z (15%), millennials (53%), Gen X (25%), and baby boomers (7%). Data was collected in January 2026 via SurveyMonkey.

Image source: Adobe Express
The full report is available here