The trend: Gen Zers and millennials start their patient journeys on social media platforms, while Gen Xers and Baby boomers are more likely to turn to search engines and medical information websites, per our December 2023 US Digital Health survey.

This article features insights from our newly published “Generational Differences in Patients’ Health Journeys” report.

Unpacking the findings: While search engines reign supreme across generations for active health research, social media is gaining ground.