{"id":60768,"date":"2024-03-26T11:16:28","date_gmt":"2024-03-26T11:16:28","guid":{"rendered":"https:\/\/www.qustodio.com\/?post_type=researches&p=60768"},"modified":"2025-11-20T10:21:08","modified_gmt":"2025-11-20T10:21:08","slug":"tiktoks-grip-on-genz-revealed","status":"publish","type":"researches","link":"https:\/\/www.qustodio.com\/en\/research\/tiktoks-grip-on-genz-revealed\/","title":{"rendered":"Kids spend nearly 2 hrs\/day on TikTok – some prefer it over Google for searching"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.20.4″ _module_preset=”default” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.20.4″ _module_preset=”default” width=”100%” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/static.qustodio.com\/public-site\/uploads\/2024\/03\/25143141\/Hero_EN.png” alt=”TikTok’s grip on Gen Z revealed” title_text=”Hero_EN” force_fullwidth=”on” admin_label=”Image” _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”||24px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Qustodio\u2019s latest annual data report, entitled <\/span>Born connected: The rise of the AI generation<\/span><\/i>, revealed that children <\/span>spent a global average of 112 minutes a day on TikTok<\/b><\/a> in 2023 – making it the most-used social media app for kids.<\/span><\/p>\n

More than 40% of kids used TikTok in the US<\/b> – but that\u2019s small change compared with Spain where <\/span>61% of kids were fans of the app. <\/b>France and the UK followed closely behind with <\/span>half of all kids <\/b>having TikTok.\u00a0<\/span><\/p>\n

The study also showed that TikTok screentime was higher for kids in the US and UK with <\/span>120 and 127 minutes a day<\/b> respectively, and that globally, kids spent <\/span>60% more time<\/b> on the app than on YouTube. It\u2019s also the social media app most likely to be blocked by parents.\u00a0<\/span><\/p>\n

And it seems that Gen Zers are doing more on TikTok than just watching videos.\u00a0<\/span><\/p>\n

A recent study by Adobe showed that <\/b>64% of young people have used TikTok as a search tool<\/b><\/a> to find information, answers to questions, recipes, and more.\u00a0<\/b><\/p>\n

The survey of 808 consumers also showed that <\/span>nearly 1 in 10 Gen Zers <\/b>prefer<\/i><\/b> to search on TikTok rather than Google. <\/b>This shows a shift in how young people are using social media – as an information-seeking tool rather than simply a source of frivolous entertainment.\u00a0\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/static.qustodio.com\/public-site\/uploads\/2024\/04\/11133909\/Interior-en.png” alt=”TikTok & Gen Z” title_text=”Interior–en” align=”center” admin_label=”Image” _builder_version=”4.24.0″ _module_preset=”default” width=”60%” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Why is TikTok becoming popular as a search engine for Gen Zers?<\/b><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Gen Zers say that TikTok is the <\/span>most addictive social media platform<\/span><\/a> and with children spending an <\/span>average of nearly 2 hours a day on the app<\/b>, it\u2019s clear that TikTok knows how to grip young attention.\u00a0<\/span><\/p>\n

The survey showed that <\/span>new recipes<\/b> was the most popular search subject (36%) on TikTok followed by <\/span>new music <\/b>(35%)<\/span> , <\/span>DIY tips <\/b>(34%), and <\/span>fashion advice<\/b> (30%)<\/span>.<\/b> This suggests that when younger generations search for content, they favor first-hand experiences and accounts rather than something more generic and amalgamated.\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

What about AI?<\/b><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

There\u2019s no doubt that the way people are searching online is changing. The Adobe survey found that <\/span>more than 1 in 10 people used ChatGPT to search for information<\/b> – with 1 in 20 going as far as asking the AI-powered chatbot for advice on their personal finances.<\/span><\/p>\n

When you consider that <\/span>20% of children have already embraced ChatGPT<\/span><\/a>, we could be seeing the start of a huge shift in internet searching.\u00a0<\/span><\/p>\n

For more valuable insights into the app use and technology habits of children, read the full report: <\/b>Born connected: The rise of the AI generation<\/a>.\u00a0<\/i><\/b><\/p>\n

The extensive survey is a result of studying over 400,000 families and schools around the world, with further insights into the digital lives of children in the US, UK, Spain, Australia, and France.<\/b><\/p>\n

<\/b><\/p>\n

<\/b><\/p>\n

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\n

To read the full report on children’s app habits, including social media, online video, and gaming trends, download the PDF of \u201cBorn connected: The rise of the AI generation\u201d below<\/strong>.<\/p>\n

[\/et_pb_text][qusd_button button_text=”Read full report” admin_label=”Button” _builder_version=”4.24.0″ _module_preset=”default” max_width=”30%” max_width_tablet=”” max_width_phone=”70%” max_width_last_edited=”on|phone” module_alignment=”center” link_option_url=”https:\/\/static.qustodio.com\/public-site\/uploads\/2024\/01\/19122535\/ADR_2023-24_EN.pdf” link_option_url_new_window=”on” custom_css_main_element=”display: flex;||flex-direction: row;||justify-content: center;” global_colors_info=”{}”][\/qusd_button][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”]<\/p>\n

For enquiries and interview requests regarding this report, contact <\/span>press@qustodio.com<\/span><\/a>.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"author":8,"featured_media":60794,"template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"research\/category":[619],"class_list":["post-60768","researches","type-researches","status-publish","has-post-thumbnail","hentry","research_categories-investigations"],"acf":[],"yoast_head":"\nKids spend nearly 2 hrs\/day on TikTok - some prefer it over Google for searching | Qustodio<\/title>\n<meta name=\"description\" content=\"Why do kids keep coming back to TikTok? 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