Instagram and TikTok outrank Google for Gen Z shoppers: Survey
Although younger searchers prefer social platforms, Google is still king among millennials, gen X, and boomers.
Gen Z consumers use Instagram and TikTok more often to discover products than Google. That’s according to a new survey from GRIN, a creator management platform.
By the numbers. Asked where they most often discover new products, 18- to 27-year-old consumers said:
- Instagram: 30.4%
- TikTok: 23.2%
- Google: 18.8%
- YouTube: 14.5%
However, Google isn’t going away anytime soon. Millennials (42.45), Gen X (41.1%), and Boomers (55.9%) and still rely on Google Search first.
Why we care. Younger consumers search differently. They have more widely adopted social search than classic search compared to other generations. Social platforms have become hubs of information discovery. SEO continues to be a valuable channel – but it’s also part of a wider, integrated strategy that’s all about reaching and influencing consumers, wherever they are in the buyer journey.
About the data. The findings are based on a survey of more than 1,000 U.S. consumers, age 18 to 65+.
The report. The Power of Infuence (registration required).
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About the author
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.