Instagram and TikTok ahead of Google among GenZ

- 30.4% of Gen Z discover products on Instagram, only 18.8% via Google
- Millennials, Gen X and Boomers continue to use Google as their main search source
- Social media is becoming more relevant for product searches, but SEO remains essential

A recent study by GRIN shows that Generation Z is increasingly relying on social networks when searching for products, reports Search Engine Land . Instagram (30.4%) and TikTok (23.2%) in particular are popular platforms for discovering new products. In comparison, only 18.8% of 18- to 27-year-olds use Google for this purpose. YouTube is close behind at 14.5%. These figures show that the way young consumers search for information is changing and social networks are playing an increasingly important role for them.

While Gen Z prefers social platforms, Google remains the main port of call for older generations. Millennials (42.4%), Gen X (41.1%) and Boomers (55.9%) still rely on traditional web searches. For companies, this means that they have to take different approaches to reach different target groups. Social media marketing is becoming more important, but SEO remains essential for many customers.

This development shows that companies' marketing strategies must adapt. Brands that want to appeal to young buyers should rely more on Instagram and TikTok, for example through influencer collaborations and interactive content. At the same time, it remains important to use Google as a channel for other age groups. A holistic strategy that includes both social media and traditional search engine optimization is crucial to reaching consumers along the entire customer journey.