Instagram and TikTok outrank Google for Gen Z shoppers: Survey

A new survey from GRIN, a creator management platform, reveals that Gen Z consumers favor Instagram and TikTok over Google for product discovery.

Key Findings: Among 18- to 27-year-olds, product discovery habits show a strong preference for social media:

• Instagram: 30.4%
• TikTok: 23.2%
• Google: 18.8%
• YouTube: 14.5%

This trend is notably different for older generations. Millennials (42.45%), Gen X (41.1%), and Boomers (55.9%) still primarily rely on Google Search.

Implications for Marketers: The shift in search behavior among younger consumers highlights the growing importance of social media in marketing strategies. While SEO remains crucial, brands must adopt a more holistic approach, integrating social media into their campaigns to reach and engage consumers across all stages of the purchase journey. Social platforms have become vital hubs for product discovery.

Methodology: The data comes from a survey of over 1,000 U.S. consumers aged 18 to 65 .

Full Report: The complete report, "The Power of Influence," is available (registration required).

The above is the detailed content of Instagram and TikTok outrank Google for Gen Z shoppers: Survey. For more information, please follow other related articles on the PHP Chinese website!