A new survey highlights the growing rift between how older and younger consumers shop online. The study makes it clear that while Millennials and older generations still largely rely on Google for finding and purchasing products, Gen Z and other young consumers are shifting towards relying on Instagram and TikTok.
About The Study
For https://grin.co/pdf/the-power-of-influence-ebook/the study, researchers from the marketing company GRIN polled over 1,000 US consumers over the age of 18.
While much of the survey focused on how people engage with influencers and their influence on shopping behavior, it also contained some more broad questions that brands should be aware of.
The biggest reveal of the survey is that Gen Z shoppers are often making every step of their purchasing journey over social media, from discovering products to researching them and even making purchases directly from social platforms.
Perhaps most revealing were the responses from 18- to 27-year-old consumers when asked “Where do you most often discover new products online?”
- Instagram: 30.4%
- TikTok: 23.2%
- Google: 18.8%
- YouTube: 14.5%
Meanwhile, older age groups still largely relied on Google to find products. Google was the top choice for discovering new products among Millennials (42.4%), Gen X (41.1%), and Boomers (55.9%).
Adapt Now To Maintain Reach With Younger Consumers
This is not the first study to suggest that younger consumers are gradually ditching Google in favor of a social media-led shopping process. Gen Z has already made significant moves away from the search engine and even younger generations seem to follow their lead.
If you want today’s consumers to discover and purchase your products, it is increasingly important to invest in a significant social media presence including a social store, running ads, and engaging directly with consumers.