In light of recent fundamental shifts in search as we know it — specifically, Google’s albeit fumbled introduction of AI Overviews — a new study is highlighting just how much search use has changed, with Google search use in general declining 25%, on average, between Generations Z and X.
The study, conducted by Forbes and Talker Research, surveyed 2,000 Americans and found that a surprising 1 in every 4 use social media to search online, and 1 in 5 don’t feel the need to use search engines at all.
“There’s a significant movement towards using social media platforms for more than just social interactions,” writes Katherine Haan. “With 24% of participants using these apps in ways traditionally reserved for search engines, and 13% purchasing directly within these apps, the need for businesses to integrate social media into their digital strategies becomes clear.”
(Source: Forbes)
The study found generational differences as well, with Generation X using Google more in general and Generation Z using it “for vital information that assists their daily life and financial planning” such as local services, restaurants, electronics, and financial services. 29% of all people said they opt to search on social media because of the convenience of already being active on those platforms, with 19% appreciating results that are personalized on social media.
“As younger generations increasingly turn to social media platforms for both connectivity and primary information retrieval, it’s imperative for businesses and marketers to adapt by meeting users where they engage most,” writes Haan.
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