Gen Z is redefining search. Platforms like TikTok and YouTube are encroaching on Google’s territory as Gen Zers use social networks to look up tutorials, trends, and more.
Gen Z is increasingly using Instagram, TikTok, and YouTube as search engines as users seek everything from tutorials to recipes, to advice across social networks. Our inaugural survey of 1,005 US teens and adults ages 15 to 26 conducted in July 2023 looks at Gen Z’s social search habits to give brands a better understanding of this burgeoning trend.
Key Question: What do Gen Z’s social search behaviors mean for marketers?
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