In 2024, internet usage made a significant migration from desktops to mobile devices, with a third of Americans now accessing the web exclusively through smartphones. In our study with Talker Research, we detail this shift, and the results also reveal that people have changed how they engage with both content and commerce online.
There’s a significant movement towards using social media platforms for more than just social interactions; platforms such as TikTok and Facebook Marketplace have become vital search and shopping tools. With 24% of participants using these apps in ways traditionally reserved for search engines, and 13% purchasing directly within these apps, the need for businesses to integrate social media into their digital strategies becomes clear. Ensuring that a website builder can support mobile optimization and social media integration is important for capturing this engaged, mobile-first audience.
Key Takeaways
- There is a decline of 25%, on average, in using Google for search between Generation Z and Generation X
- A quarter (24%) of people said they primarily use social media to search online
- A third of people (33%) only use their cellphone to access the internet
- Generation Z use TikTok over Google to search for a variety of topics
- While 84% of the population still turn to search engines for brand name searches, there is a 30% decline in using search engines for this purpose between Baby Boomers (94%) and Generation Z (64%) in 2024
- A quarter (24%) of people said they find new brands on social media daily
The nuances in digital behavior made a dramatic shift in 2024, but even more so in the way different generations approach internet usage. Generational gaps in technology use are widening, with Generation Z showing a marked decrease of 25% in Google usage compared to Generation X. This data points to a significant evolution in search habits, as younger users pivot to alternatives that better suit their informational needs and lifestyles.
Social media platforms are no longer just for connectivity but have evolved into primary search tools for a quarter of the population. This shift reflects a broader trend where traditional search engines are supplemented, or even replaced, by social network searches.
Mobile devices have become the primary gateway to the internet for one-third of the populace, with people making the move towards more portable and immediate forms of online interaction.
TikTok, in particular, has risen as a favored resource over Google for Generation Z, indicating a preference for the quick, visually driven content the platform offers.
The study also shows a 30% decline in the use of search engines for brand discovery among Generation Z compared to Baby Boomers, suggesting a shift towards finding brands directly through social media channels.
This trend is further supported by the fact that 24% of respondents discover new brands daily through social media, proving its role not just in communication, but in actively shaping consumer habits and preferences.
A Quarter (24%) of People Said They Only Use or Primarily Use Social Media To Search Online
The way people gather information online is changing, with a significant portion now using social media platforms for their queries. Twenty-four percent of survey respondents prefer these platforms for searching items and topics such as restaurants, fashion and sports updates.
This trend intensifies among younger users. For Generation Z, 46% primarily turn to social media for their informational needs, putting their preference for the platforms where they already spend much of their time. Millennials follow this pattern, with 35% favoring social media over traditional search engines.
Geographically, the Southwest stands out, with 29% of its inhabitants using social media to search online, the highest rate among U.S. regions. This inclination increases to 38% among individuals who exclusively use mobile devices for internet access, lending even more proof to the significant role mobile and social media play in contemporary information retrieval.
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A Third of People (33%) Only Use Their Cellphone To Access the Internet
The shift to mobile devices as a major method of accessing the internet is especially prevalent among Millennials, with 39% using only their cellphones for internet access. The trend extends broadly, with 30% of Americans primarily using their phones while occasionally switching to laptops or desktop computers. This pattern is even more distinct among Generation Z, where 40% primarily rely on mobile devices.
Additionally, 23% of respondents maintain a balanced approach, using both mobile and traditional computing devices equally. In contrast, a smaller fraction of the population continues to prefer traditional desktop or laptop computers, with only 10% using these as their primary means but occasionally switching to mobile, and an even smaller 4% sticking exclusively to desktops or laptops in 2024.
These insights emphasize the importance of mobile optimization in website development, as both current usage and the preferences of younger users clearly tilt toward mobile-first approaches. This strategic focus is critical for businesses aiming to maintain relevance and engagement in an environment where mobile access is becoming the norm.
30% Fewer Gen Z (64%) Respondents Report Using Search Engines To Search for Brand Names Than Baby Boomers (94%)
The way people search for brand names varies significantly across generations. While 84% of the population still turn to search engines for this purpose, only 64% of Generation Z do the same, indicating a 30% decrease compared to the 94% of Baby Boomers who use traditional search methods. This suggests a gradual move away from search engines among younger internet users.
Additionally, mobile device usage influences search habits, with those primarily accessing the internet via cellphones showing a slight decrease in search engine use for brand discovery—down from the average to 79%.
The role of social media in initial brand discovery is increasing. On average, 10% of people begin their brand searches on social media, refining their searches on search engines later. This behavior is more pronounced among Generation Z and Millennials, with 21% and 14%, respectively, using this approach. Moreover, 4% of all respondents, including 11% of Generation Z, exclusively use social media platforms for both discovering and interacting with brands, reflecting a trend towards more self-contained digital ecosystems within social media apps.
57% of People Said They Search for Information on YouTube in the Same Way They Would on Google
More than half of people now turn to YouTube to search for information in the same manner they would use Google, signaling a shift in how digital platforms serve as resources. Specifically, 57% of respondents indicate they use YouTube for queries about a variety of topics ranging from restaurants to football updates.
Additionally, other social media platforms also serve as significant search tools:
- 56% said they do this on Facebook
- 38% on TikTok
- 36% on Instagram
This trend shows that social media platforms are not just for social interaction but have evolved into critical tools for information gathering, challenging traditional search engines such as Google in their ubiquity and utility.
People Are More Likely To Search for Businesses on TikTok Than Instagram
TikTok has overtaken Instagram as a preferred platform for users looking for businesses. Its video-centric approach allows users to discover new products and services in an engaging format:
- The interactive nature of TikTok videos helps brands capture the attention of their audience, proving essential for businesses aiming to expand their online presence.
- Survey responses indicate a clear preference for TikTok among users when it comes to searching for business information, emphasizing its role in the contemporary digital search environment.
- The significance of TikTok in the daily digital routines of users is evident, especially given concerns about potential access restrictions.
These observations suggest that brands need to prioritize engaging video content on TikTok to effectively connect with and expand their audience.
26% of Millennials and 35% of Generation Z Said That Banning TikTok Would Have a Huge Impact on How They Access Information
A notable percentage of Millennials and Generation Z say that a potential TikTok ban would drastically alter their access to information. Specifically, 35% of Generation Z and 26% of Millennials mention that losing TikTok would heavily influence their routines for gathering information.
Additionally, 25% of those who primarily use their cellphones for internet access state that a ban would significantly disrupt their ability to access information, showing how important TikTok is for mobile-first users.
People Are Most Likely To Search for “Hair and Makeup” Content on TikTok (17%)
TikTok is a popular platform for users searching for specific types of content, with “Hair and Makeup” being the most searched category, drawing interest from 17% of users. Following closely, 16% of TikTok users explore “recipe and meal ideas,” demonstrating the platform’s wide appeal across different content areas. “Gift ideas” attract attention from 15% of users, making it another frequently searched category. This distribution reflects TikTok’s role as a versatile space where users can easily find content tailored to their diverse interests.
40% of Generation Z Use TikTok To Search for “Hair and Makeup” and “Gift Ideas”
Generation Z shows a distinct preference for using TikTok over Google for searching various topics. Notably, 40% of Gen Z individuals use TikTok to find information on “Hair and Makeup” and “Gift Ideas,” while only 25% use Google for “Hair and Makeup.” Additionally, 39% of this demographic prefers TikTok for “Well-Being and Fitness” queries, surpassing the 29% who use Google. Similarly, “Recipe and Meal Ideas” are searched by 38% on TikTok compared to 30% on Google, reflecting TikTok’s increasing relevance in their search habits. This trend shows a shift toward video-based platforms for information discovery among younger audiences, suggesting businesses might consider adapting their digital strategies to align with these preferences.
The Most Popular Search Category on Instagram Is “Fashion Brands” (12%)
On Instagram, “Fashion Brands” tops the list of search categories with 12% of users frequently exploring this content. Close behind, “Hair and Makeup” attracts 11% of the platform’s users, and “Interior Design” interests 10%, making these some of the most sought-after topics. These figures illustrate Instagram’s role as a primary source for lifestyle and aesthetic inspiration, where users actively seek updates and ideas related to personal style and home decor.
The Topics People Are Most Likely To Search for on Facebook Are “News and Current Affairs” and “Recipe and Meal Ideas”
On Facebook, the most frequented search categories are “News and Current Affairs” and “Recipe and Meal Ideas.” These topics draw a large number of users to the platform, as they use Facebook to stay informed on global events and to discover new culinary inspirations. This reflects the platform’s dual role as a source for timely news updates and a hub for sharing food-related content, catering to the diverse interests and needs of its user base.
The Topic People Are Most Likely To Search For on Google Is Restaurants and Bars (81%)
Google remains the top search engine for locating restaurants and bars, with 81% of people using it for this purpose. However, the preference slightly declines among younger generations, with 66% of Generation Z and 77% of Millennials using Google for the same searches.
Following restaurants and bars, the next most searched category on Google is local services, including car repairs and cleaners. Here, 77% of the general population relies on Google, but this figure decreases to 66% for Generation Z and 72% for Millennials.
Electronics—encompassing phones, computers, refrigerators, TVs, headphones and sports watches—rank third in search popularity on Google, engaging 71% of users. Among Generation Z, 60% use Google to search for electronics, while 67% of Millennials do so, reflecting a slight dip in usage compared to the broader population.
There Is a 25% Decline in Using Google for Search Between Generation Z and Generation X
The search behavior between Generation Z and Generation X shows significant differences in how each group uses Google. Data points to a 25% reduction in Google usage by Generation Z across various topics.
Generation Z primarily uses Google for local services, restaurants and bars, electronics and financial services. This indicates their reliance on Google for vital information that assists their daily life and financial planning.
On the other hand, Generation X uses Google more frequently across all categories, showing a greater tendency towards traditional search engines for information gathering.
This comparison reveals changing preferences in search engine use between the generations, suggesting that businesses need to update their online strategies to effectively engage with both younger and older audiences.
29% of People Say the Reason They Search on Social Media Is Convenience
A significant portion of people, 29%, opt to search on social media primarily for convenience, as they are already active on these platforms, integrating search seamlessly into their social media routines.
Additionally, 22% of respondents favor social media for its quick results and the engaging nature of its content, particularly videos, over text-based articles.
Nineteen percent appreciate the personalized results that social media searches offer. They find it simpler to discover small businesses, which tend to be less visible on traditional search engines. The ability to access websites directly through links shared on social media also eliminates the need to switch between apps, streamlining their online activities.
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Conclusion
The evolving preferences in search behavior across different generations and platforms signal a shift toward more dynamic and interactive digital experiences. As younger generations increasingly turn to social media platforms for both connectivity and primary information retrieval, it’s imperative for businesses and marketers to adapt by meeting users where they engage most.
This adaptation entails developing content that is both informative and engaging, tailored to the platforms favored by different demographics. For instance, brands might focus on video content for younger audiences on TikTok or optimize their SEO strategies for the search habits of Generation X on Google.
Recognizing and responding to these shifts is critical for remaining relevant in a digital environment that continually evolves. Aligning marketing strategies with user behavior is essential for businesses aiming to sustain and expand their reach as information, and how people access it, changes rapidly.
Methodology
This online survey of 2,000 general population Americans was commissioned by Forbes Advisor and conducted by market research company Talker Research, in accordance with the Market Research Society’s code of conduct. Data was collected from April 12 to April 22, 2024. The margin of error is +/- 2.2 points with 95% confidence. This survey was overseen by the Talker Research research team, which is a member of the MRS and has corporate membership with the American Association for Public Opinion Research (AAPOR).
