In 2024, we saw a remarkable shift in Internet use: from desktops to mobile devices. A third of people now use smartphones exclusively for Internet access. Talker Research's survey shows that this is not only a technological change, but also a fundamental shift in how people interact with online content and commerce. The research shows, among other things, that Gen Z in particular uses social media as its primary search engine.
So this shift is affecting how consumers search for information and buy products. Social media platforms such as TikTok and Facebook Marketplace have become not just social networks, but important search and purchase tools. Nearly a quarter of participants use these apps for tasks traditionally reserved for search engines, and 13% even make purchases within these apps. For businesses, this means that a strong social media presence is essential to reach a mobile-oriented audience.
Characteristics Gen Z and Gen X
Generation Z
Generation Z, born between 1997 and 2012, is known for its digital native status. This generation has grown up with the Internet and mobile technologies, giving them an intuitive relationship with digital platforms. For Gen Z, using social media like TikTok and Instagram is not only a way to communicate, but also to search for information, discover products and develop their personal brand identity. They are more visually oriented and prefer quickly digestible content such as short videos and visual stories. Their search behavior reflects this preference for visual and immediate information, which explains why they rely less on traditional search engines such as Google for information gathering.
Image - Generation Z grown up with the Internet.
Generation X
Generation X, born between 1965 and 1980, exhibits a more moderate approach to technology. They have experienced the rise of the Internet and have learned to embrace it as a valuable tool, but not as an integral part of their daily lives as Generation Z does. For Gen X, search engines such as Google remain the primary sources for searching for information and discovering new products. They value detailed and textual content that allows them to dive deep into topics and make informed decisions. Their search behavior reflects a need for comprehensive and reliable information, which leads them to remain loyal to traditional search engines for their online activities.
Gen Z versus Gen X
Internet usage varies widely between different generations. Generation Z uses Google 25% less than Generation X. This indicates a significant change in search habits, with younger users choosing alternatives that better suit their information needs and lifestyle.
This generational gap is important for entrepreneurs to understand. While Gen X relies on traditional search engines for information, Gen Z prefers faster, visually driven platforms such as TikTok. This means businesses must adapt their digital strategies to effectively respond to the changing search habits of younger audiences.
Image - Traditional search engine.
Social media as primary search tools
Social media platforms are no longer just for connectivity; they have become primary search tools for a significant portion of the population. According to our research, 24% of people use social media as their primary search tool. This is especially evident among younger generations: 46% of Generation Z and 35% of Millennials primarily use social media for their information needs.
This trend means that companies need to optimize their social media presence. It's not just about being present, but about actively creating valuable and search engine-optimized content. This can range from posting informative videos on TikTok to sharing detailed product information on Instagram.
The rise of mobile Internet use
Mobile devices are now the main gateway to the Internet for a third of the population. This is especially prevalent among Millennials, 39% of whom use only their phones for Internet access, and Generation Z, 40% of whom do the same. This shift to mobile Internet use highlights the importance of mobile optimization for websites.
For businesses, this means that a mobile-first strategy is no longer an option, but a necessity. Websites must load quickly, be easy to navigate on small screens, and integrate with social media to maximize engagement with mobile users. Companies that do not make these adjustments risk losing relevance with a significant portion of their target audience.
Image - Mobile devices the main gateway to the Internet.
Changes in brand discovery
The way people discover brands is changing dramatically. Among Generation Z, there is a 30% drop in the use of search engines for brand discovery compared to Baby Boomers. Instead, they are turning directly to social media channels. This highlights the need for companies to actively promote their brand on social media platforms to remain visible to younger consumers.
Another striking point from our research is that 24% of people discover new brands daily through social media. This percentage is even higher among Generation Z, where 44% find new brands daily. This means that companies must have a strong and consistent presence on social media to effectively attract new customers.
Image - Social media marketing approach.
Daily brand discovery through social media
Social media platforms are now a central place for brand discovery. According to our research, 24% of people discover new brands daily through these networks. This is especially noticeable among younger generations: 44% of Generation Z and 35% of Millennials discover new brands daily through social media.
These figures underscore the influence of social media on consumer behavior. For businesses, this means that it is no longer enough to just have a presence on social media; they must actively participate and create engaging content that captures and holds users' attention. This can range from sharing engaging videos on TikTok to posting inspiring images on Instagram.
YouTube and other social media as search engines
More than half of people use YouTube in the same way as Google, showing that social media platforms are becoming increasingly important as sources of information. According to our research, 57% of people use YouTube for searches, and other popular platforms for searches are Facebook (56%), TikTok (38%) and Instagram (36%).
This trend emphasizes the importance of creating relevant and engaging content on these platforms. For businesses, this means investing in video and visual content to reach their target audience. This can range from creating tutorials and product demonstrations on YouTube to sharing short, informative videos on TikTok.
Image - Creating video and visual content.
TikTok surpasses Instagram for business search
TikTok has overtaken Instagram as the preferred platform for users searching for businesses. The interactive nature of TikTok videos helps brands capture the attention of their audience. According to our research, a significant portion of users prefer TikTok for searching for business information.
For businesses, this means focusing on creating engaging video content on TikTok to effectively connect with their audience. This can range from sharing short, informative videos to creating viral challenges and trends that drive user engagement.
Impact of a possible TikTok ban
A significant percentage of Millennials and Generation Z say a possible TikTok ban would drastically change their access to information. According to our research, 35% of Generation Z and 26% of Millennials would be greatly impacted if TikTok were banned.
This shows the importance of TikTok as a critical source of information for mobile users. For companies, this means they need to diversify and be present on multiple platforms to ensure they reach their target audience regardless of changes in platform access.
Image - Adapting social media strategy.
Popular search categories on TikTok
TikTok is a popular platform for users looking for specific types of content. According to our research, "Hair and Makeup" is the most searched category, followed by "Recipes and Meal Ideas" and "Gift Ideas." This reflects TikTok's role as a versatile space where users can easily find content tailored to their various interests.
For businesses, this means creating content that capitalizes on these popular search categories. This can range from sharing makeup tutorials and recipes to offering gift inspiration. Creating relevant and engaging content in these categories can help increase user engagement and attract new customers.
Image - Incorporate hair and makeup tutorial.
Gen Z's preference for TikTok searches
Generation Z shows a clear preference for using TikTok over Google for searches. According to our research, 40% of Gen Z use TikTok for information on "Hair and Makeup" and "Gift Ideas," while only 25% use Google for this purpose. This shows a shift to video platforms for information discovery among younger users.
For businesses, this means adapting their content strategy to cater to the preferences of younger generations. This can range from creating short, engaging videos on TikTok to optimizing their presence on other visually driven platforms such as Instagram and YouTube.
Adaptation of brand strategies
The changing preferences in search behavior across generations and platforms indicate a shift toward more dynamic and interactive digital experiences. Younger generations are increasingly turning to social media platforms for both connectivity and primary information gathering. It is therefore critical for companies and marketers to adapt by meeting users where they are most engaged.
This adaptation process involves developing content that is both informative and engaging, tailored to the platforms preferred by different demographics. For example, brands should focus on video content for younger audiences on TikTok or optimize their SEO strategies for Generation X's search habits on Google.
By recognizing and responding to these changes, companies can stay relevant in a digital landscape that is constantly evolving. Aligning marketing strategies with user behavior is essential for companies looking to maintain and expand their reach in an environment where information and the way people access it is rapidly changing.
Image - Digital Landscape.
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