A survey conducted by CivicScience found that fewer adults in the United States are beginning their product searches on TikTok than a year ago.
Overall, Amazon is where internet shoppers start their product searches (49%, up from 46% in 2022), followed by Google (34%, down from 35% in 2022).
Amazon has also grown in popularity among younger age groups since last year:
18- to 24-year-olds: 45% increase
25- to 34-year-olds: 44% increase
Data clearly indicate that TikTok is not currently being utilized much as a search engine by these younger generations. From August 2022 to June 2023, usage among Gen Z (18-24) declined from 18% to 11%, and among young Millennials (25-34) fell from 10% to 5%.