Instagram and TikTok outrank Google for Gen Z shoppers: Survey

Gen Z consumers use Instagram and TikTok more often to discover products than Google. That’s according to a new survey from GRIN, a creator management platform.

By the numbers. Asked where they most often discover new products, 18- to 27-year-old consumers said:

• Instagram: 30.4%
• TikTok: 23.2%
• Google: 18.8%
• YouTube: 14.5%

However, Google isn’t going away anytime soon. Millennials (42.45), Gen X (41.1%), and Boomers (55.9%) and still rely on Google Search first.

Why we care. Younger consumers search differently. They have more widely adopted social search than classic search compared to other generations. Social platforms have become hubs of information discovery. SEO continues to be a valuable channel – but it’s also part of a wider, integrated strategy that’s all about reaching and influencing consumers, wherever they are in the buyer journey.

About the data. The findings are based on a survey of more than 1,000 U.S. consumers, age 18 to 65+.

The report. The Power of Infuence (registration required).