In 2024, internet usage has shifted significantly from desktops to mobile devices, with a third of Americans now exclusively using smartphones for web access. This change has also altered how people engage with content and commerce online. Social media platforms like TikTok and Facebook Marketplace are increasingly used for search and shopping, with 24% of people using these apps for searches traditionally done on search engines, and 13% making purchases directly within these apps.

Key Findings

• Decline in Google Usage: There is a 25% decline in Google usage for searches between Generation Z and Generation X. Only 64% of Gen Z use search engines for brand names compared to 94% of Baby Boomers.
• Social Media as Search Tools: 24% of people primarily use social media for online searches. This trend is more pronounced among younger generations, with 46% of Gen Z and 35% of Millennials favoring social media over traditional search engines.
• Mobile-First Internet Access: One-third of people access the internet only via their cellphones, with this trend being particularly strong among Millennials (39%) and Gen Z (40%).
• Brand Discovery on Social Media: 24% of people discover new brands daily through social media. This is especially true for Gen Z, with 44% finding new brands daily and 33% weekly.
• YouTube as a Search Engine: 57% of people use YouTube to search for information similarly to how they use Google. Other platforms like Facebook (56%), TikTok (38%), and Instagram (36%) are also significant search tools.
• TikTok vs. Instagram for Business Searches: Users are more likely to search for businesses on TikTok than on Instagram, highlighting the importance of engaging video content for brand discovery.
• Impact of Potential TikTok Ban: 35% of Gen Z and 26% of Millennials say a TikTok ban would significantly impact their information access routines.

Search Preferences by Platform

• TikTok: Popular for "Hair and Makeup" (17%), "Recipe and Meal Ideas" (16%), and "Gift Ideas" (15%).
• Instagram: Most searched for "Fashion Brands" (12%), followed by "Hair and Makeup" (11%) and "Interior Design" (10%).
• Facebook: Primarily used for "News and Current Affairs" and "Recipe and Meal Ideas".
• Google: Dominant for searching "Restaurants and Bars" (81%), "Local Services" (77%), and "Electronics" (71%).

Generational Differences

• Gen Z: Shows a 25% reduction in Google usage compared to Gen X, preferring social media platforms for various searches.
• Gen X: Uses Google more frequently across all categories, indicating a stronger reliance on traditional search engines.

Convenience and Personalization

• Convenience: 29% of people prefer social media for searches due to convenience, as they are already active on these platforms.
• Quick Results: 22% favor social media for its quick and engaging content.
• Personalized Results: 19% appreciate the personalized search results on social media, making it easier to discover small businesses.

Conclusion

The shift in search behavior across generations and platforms underscores the need for businesses to adapt their digital strategies. Creating engaging, platform-specific content is crucial for reaching different demographics effectively. Aligning marketing strategies with these evolving preferences is essential for maintaining relevance and expanding reach in a rapidly changing digital landscape.

Methodology

The data comes from an online survey of 2,000 Americans conducted by Talker Research from April 12 to April 22, 2024, with a margin of error of +/- 2.2 points at a 95% confidence level.