Young Consumers Are Flocking to Social Media for Discovery, Study Finds
Did you know that younger folks are turning to social media for product discovery way more than older generations? Yep, that's right. But here's the juicy part: what exactly are they searching for on social platforms, and when do they still rely on good ol' Google?
The team at Forbes Advisor wanted to dig into this, so they teamed up with Talker Research and surveyed 2,000 U.S. internet users to get the lowdown on their discovery habits.
Young people are all about using social apps like TikTok and Instagram for discovering new businesses. It's become their go-to for finding cool stuff.
Google's trying to keep up by adding ChatGPT-like responses in Search, giving automated overviews for certain questions. If this conversational search thing catches on, could it draw people back to Google? Interesting thought, right?
Meanwhile, TikTok's testing its own AI chatbot, and Meta's rolled out an AI assistant across all its apps (except Threads). They're all jumping on the AI bandwagon, and it'll be fascinating to see how this changes, or doesn't change, the way we discover things.
What Are They Searching For?
Forbes Advisor's study also dug into what people are hunting for on social apps versus Google.
Gen Z is hitting up social apps for fashion, beauty, food, and craft trends—basically anything that screams self-care, wellness, and DIY vibes. When it comes to bigger purchases, places to visit, and professional services, they're still turning to Google.
Not super shocking, but definitely something to think about when you're planning your marketing moves.
So, What Does This Mean for You?
First off, it's all about knowing your audience. If you're aiming to reach older folks, Google's still your best bet, and you should think carefully about your wording for that crowd.
But if you're targeting the younger generation, social media is where it's at. Tailor your content to fit each platform, and you could see better results.
So, while these trends might seem obvious, paying attention to the details can make a big difference in your promotional game. Happy marketing!
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.