Why Social Media is the Top Choice for Young Shoppers

It likely comes as no surprise that younger audiences are more inclined to use social platforms for product discovery than older groups. However, delving into what people specifically search for within social platforms versus what they still rely on Google for can provide valuable insights for marketers.

To shed light on these evolving discovery behaviors, the team at Forbes Advisor partnered with Talker Research to survey 2,000 U.S. internet users. Their Latest Study offers a glimpse into how these trends are shaping up.

Key Findings: The Rise of Social Apps in Product Discovery

The study confirms that young people are increasingly using social apps, especially TikTok and Instagram, for discovering businesses. This trend isn’t entirely unexpected, considering even Google has acknowledged the growing threat posed by these platforms to its search dominance.

But what does this mean in the context of generative AI? Google has recently integrated ChatGPT-like responses into its Search, offering automated overviews on certain queries. If conversational search becomes more prevalent, as many anticipate, it could potentially draw more users back to Google.

At the same time, social platforms are not standing still. TikTok is experimenting with its own AI chatbot, and Meta has introduced an AI assistant tool across all its apps (excluding Threads). These advancements aim to enhance user experience and could significantly influence how discovery evolves in the near future.

Source: Forbes Advisor

Social Apps vs. Google: What Are People Searching For?

An intriguing aspect of the Forbes Advisor study is the differentiation in search behavior between social apps and Google. Gen Z users primarily use social platforms to explore fashion, beauty, food, and craft-related trends—areas focused on self-care, wellbeing, and DIY projects. Conversely, they turn to Google for larger purchases, travel destinations, and professional services.

While this might not be entirely surprising, it underscores the importance of understanding where your target audience is searching and tailoring your marketing efforts accordingly.

Source: Forbes Advisor

Implications for Marketers

For marketers, the key takeaway is the necessity of aligning your strategies with the discovery habits of your audience. If your target demographic skews older, Google remains a vital channel. It's important to consider the language and SEO strategies that resonate with this group.

On the other hand, if you aim to engage younger consumers, focusing on social platforms is crucial. This requires not only creative content that fits the aesthetic and expectations of these platforms but also an understanding of the specific interests and behaviors driving their searches.

Conclusion: Adapting to Discovery Trends

While the broad trends may seem apparent, paying attention to the specifics of where and how different audiences search can significantly enhance your marketing effectiveness. Whether it's leveraging the conversational capabilities of generative AI on Google or creating compelling content for social apps, staying attuned to these evolving behaviors is essential.

By aligning your strategies with the nuanced discovery patterns of your target audience, you can ensure your marketing efforts are both relevant and impactful.