New Study – Sociable: Gen Z Prefers Social Media Over Google for Certain Searches

2024-07-16

Sociable” is the latest commentary on significant developments and trends in social media from industry expert Andrew Hutchinson of Social Media Today.

While it’s no surprise that younger audiences are much more likely than older groups to use social platforms for product discovery, it’s interesting to know what people specifically seek within social media platforms and when they still turn to Google for information.

This is what the team at Forbes Advisor aimed to uncover in their latest study, conducted in collaboration with Talker Research, which surveyed 2,000 internet users in the U.S. to gather insights on evolving discovery behaviors. The key finding?

Young people are increasingly using social apps, particularly TikTok and Instagram, for business discovery.

Once again, this isn’t surprising, as even Google acknowledges the shift toward TikTok and Instagram for search as a potential threat to its business. The question then arises: “What is generative AI doing about this trend?”

Google recently added ChatGPT-like answers to its Search, providing automated summaries for certain queries. If conversational search like this becomes a larger shift, as many expect, will it then attract more people back to Google?

In the same vein, TikTok is experimenting with its own AI chatbot, while Meta has integrated AI assistance across all its apps (except Threads).

Thus, they are looking to offer similar options, and it will be interesting to see how discovery changes, if at all, as a result of these advanced AI tools. But a more intriguing aspect of the Forbes Advisor study examines what people seek on social apps versus Google search.

As you can see in this chart, Gen Z users primarily turn to social apps for trends in fashion, beauty, food, and DIY projects—essentially self-care and wellness topics.

In contrast, they rely on Google for larger purchases, places to visit, and professional services. This isn’t surprising either, but it’s interesting to consider where people look and how this relates to brands’ and marketers’ efforts.

The first takeaway is that it largely depends on the audience you’re trying to reach. If you want to connect with older demographics, Google remains a crucial avenue, and it’s worth considering the messaging you use for that audience.

However, an increasing number of young people are looking to social media, which could help guide your creative strategies and align with each platform. So, while it might seem relatively obvious based on broader trends, it’s essential to consider the specifics and how they relate to your promotions.

You can view the full report of the study here.