The short answer is yes, Gen Z does use TikTok more than Google. TikTok has exploded in popularity among Gen Z, becoming their go-to app for entertainment, information, trends, and connecting with others. While Google still plays an important role, TikTok occupies much more of Gen Z’s attention and time spent on apps.
TikTok’s Rising Popularity Among Gen Z
TikTok, the short-form video app owned by Chinese company ByteDance, has seen meteoric growth since launching internationally in 2017. As of 2022, TikTok has over 1 billion monthly active users globally. But its popularity is especially high among Gen Z (those born between 1997-2012), who account for a large portion of its user base.
Various surveys and studies show how integral TikTok has become to Gen Z’s digital lives:
- A 2022 survey by Morning Consult found that TikTok was used by 67% of Gen Z respondents, more than any other social media platform including Instagram and Snapchat.
- Insider Intelligence reports that over 60% of TikTok’s monthly users in the U.S. are Gen Z.
- Gen Z intelligence company Ypulse found that TikTok is Gen Z’s second most used app daily after YouTube, beating out stalwarts like Instagram and Snapchat.
- According to internal data, TikTok sees on average over 1 billion video views daily just from users in the U.S.
It’s clear that TikTok consumption among Gen Z is very high and still rising. From funny videos to viral dances to niche community content, TikTok provides endless entertainment that Gen Z can’t get enough of.
Why TikTok Resonates with Gen Z
There are several key reasons why TikTok is so popular with Gen Z compared to older generations:
- Short video format: Videos on TikTok are restricted to 60 seconds or less. This bitesize, snackable content appeals to Gen Z’s shorter attention spans.
- Algorithms: TikTok’s powerful “For You” algorithms quickly learn users’ interests and serve up personalized, addictive content.
- Relatability: The platform features raw, candid videos from regular people, not just celebrities. Gen Z finds it authentic.
- Interactivity: TikTok makes content creation and participation easy and fun with edits, duets, reactions, and more.
- Community: Niche subcultures thrive on TikTok, letting Gen Z find “their people” and feel less alone.
On the flip side, Gen Z finds traditional platforms like TV and long videos to be boring. TikTok’s dynamic, personalized, interactive content keeps them engaged for hours on end.
How Much Time Does Gen Z Spend on TikTok vs. Google?
Multiple studies looking at Gen Z’s app usage find that TikTok occupies significantly more of their time compared to Google and its products like Search, Maps, YouTube, etc:
- According to AppAnnie, in Q3 2021, Gen Z users in the U.S. spent over 11 hours per month on TikTok but only 6.4 hours on Google.
- Sensor Tower found TikTok was the most downloaded app globally in 2021, with Gen Z driving much of that demand.
- TikTok came ahead of Google-owned YouTube in average time spent per day among Gen Z per Insider Intelligence data.
- Surveys by Piper Sandler show Gen Z’s average daily time on TikTok steadily rising to over 30 minutes in Fall 2021, while YouTube fell under 30 minutes.
The data indicates that TikTok has surpassed Google properties not just in popularity but also share of screen time among Gen Z users. As their reliance on TikTok for entertainment, community, and discovery grows, it eats into time previously spent on Google.
What Does Gen Z Use TikTok vs. Google For?
Gen Z engages TikTok and Google for some overlapping but mostly different needs:
TikTok Use Cases
- Browsing fun, meme-style videos in the For You feed
- Watching content from creators, influencers, and celebrities
- Learning viral dances or participating in challenges
- Expressing themselves creatively through videos, effects, and music
- Discovering new slang, songs, products, or internet subcultures
- Feeling connected to niche communities they identify with
- Sharing their day-to-day life glimpses via Stories
Google Use Cases
- Web search to find factual information for work/school research
- Searching for locations, directions, opening hours on Maps
- Watching YouTube videos to learn new skills (e.g. coding, drawing)
- Email and calendar for productivity
- Classroom and Drive for school assignments and collaboration
- News, weather updates, and other practical information
In short, TikTok satisfies Gen Z’s social, recreational, and identity-seeking needs. Google meets more functional, academic, and utilitarian needs. Both have value, but the entertainment and community draws of TikTok give it an edge in capturing Gen Z’s attention and loyalty.
How Reliant is Gen Z on TikTok vs. Google?
Given TikTok’s hold on Gen Z, could they live without Google? Or would losing TikTok impact them more?
While Gen Z may spend more time on TikTok, Google still provides key services they rely on:
- Academically, Google Search is still crucial for research assignments
- Maps and Search help Gen Z navigate the world and find new places
- YouTube remains the top video source for learning DIY skills
- Google Docs, Drive, Calendar are essential productivity tools
- Gmail is still the top email service, indispensable for work and school
But losing TikTok could also have major effects on Gen Z’s social lives, self-expression, and mental health:
- It would cut Gen Z off from friend networks cultivated on the platform
- They would lose a space that gives them a sense of community and identity
- It may increase FOMO and loneliness from no longer seeing their peers’ updates
- Boredom would rise without TikTok’s endless entertainment to fill time
- Self-conscious teens use TikTok to gain validation through likes and comments
Therefore, while Google may be more essential for education and utility functions, losing TikTok could significantly impact Gen Z’s socializing, confidence, and emotional wellbeing.
Will Gen Z’s Dependence on TikTok Last?
Given the fickleness of youth trends, it’s unclear if TikTok will remain so popular with tomorrow’s teens. Some signs indicate its relevance may peak with older Gen Z:
- TikTok is starting to see more ads and influencer branding, turning off younger users
- Younger Gen Z seem more privacy-conscious, shunning anything too mainstream
- They crave newer creative spaces free of older generations and cringe trends
- Emerging apps like BeReal that promise authenticity may gain steam
But TikTok is also doubling down on capturing the next generation through new features tailored to youth content. Ultimately, Gen Z’s relationship with TikTok vs. Google will come down to which platform continues evolving to meet their needs.
Conclusion
In summary, TikTok has clearly surpassed Google in terms of popularity, time spent, and attention among Gen Z users. Driven by short videos, communities, and algorithms, TikTok satisfies Gen Z’s entertainment and social needs in a way that Google does not. However, Google still retains an educational and utilitarian significance that TikTok lacks. The future of Gen Z’s app preferences will depend on how effectively each platform maintains relevance and appeal to their evolving desires.
