Data from GWI in 2023 shows that 51% of Gen Z consumers worldwide research brands on social media versus 45% on search engines.

According to an October 2023 Insider Intelligence/eMarketer study, Gen Z prefers to utilize social media’s search function because it allows them to quickly get the information they need.

They also prefer to search on social since the results are relevant (36.7%), visually appealing (26.5%), and enjoyable (21.4%).

If traditional search engines like Google and businesses like Amazon want to win over Gen Zers, they must follow social trends and make search results more engaging and relevant, according to Insider Intelligence/eMarketer.


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