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Google Falls As Instagram And TikTok Now Lead Buying Journey For Gen Z

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Google Falls As Instagram And TikTok Now Lead Buying Journey For Gen Z

New research from creator management platform GRIN highlights a shift in how consumers discover products, with social media platforms displacing traditional search engines, particularly among younger demographics.

For Gen Z consumers aged 18-27, Instagram (30.4%) and TikTok (23.2%) lead product discovery, with Google falling to third place.

Google Falls As Instagram And TikTok Now Lead Buying Journey For Gen Z


Source: GRIN

The data, based on a survey of over 1,000 U.S. consumers aged 18 to 65+, shows a clear generational trend: while 55.9% of Boomers and 41.1% of Gen X still rely on Google as their primary product discovery channel, these numbers drop significantly for younger generations.

The research indicates that social media platforms are developing beyond entertainment to become primary search engines for product information. TikTok’s search functionality now pulls relevant posts by keyword, similar to Google’s content ranking system, while Instagram offers multiple formats, including Reels, Stories, and carousel posts for product discovery.

Google has begun adapting to these changing preferences by incorporating social media content into search results, including featured snippets. This integration means creator content now reaches audiences through both social and traditional search channels, expanding its potential reach and impact.

Consumer Behavior Reflects Platform Evolution

The study finds that 62% of respondents have purchased products directly through social media apps, with frequency varying by age group:

  • 72% of Gen Z report making social commerce purchases
  • 65% of Millennials have bought through social platforms
  • 60% of Gen X engage in social commerce
  • 46% of Boomers have made social media purchases

Purchase frequency data shows that 33.7% of consumers buy through social media monthly, while 17.3% make purchases more than once per week. The research indicates social commerce sales in the United States are projected to exceed $100 billion in 2025, representing 22.4% growth from the previous year.

Google Falls As Instagram And TikTok Now Lead Buying Journey For Gen Z


Source: GRIN

Format Preferences and User Engagement

Short-form video emerges as the preferred content type across all age groups, with 39.9% of respondents favoring content between 1-3 minutes in length. The research shows that audiences engage more with content that demonstrates products in use rather than static product images, with video content allowing for more detailed product demonstrations and reviews.

The findings come as retail e-commerce sales are expected to reach $6.9 trillion worldwide in 2025, marking a 430% increase over the previous decade. Social commerce sales have doubled since 2022, with platforms continuing to integrate shopping features and expand commerce capabilities.

Social commerce integrations extend beyond basic purchase functionality, with platforms offering features such as:

  • Interactive shopping tags
  • Product catalogs
  • Direct checkout capabilities
  • Creator product recommendations
  • In-app payment processing

The research suggests these developments reflect broader changes in consumer behavior, as users increasingly rely on social platforms for product research, recommendations, and purchases.

The full report is available here.

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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