Gen Z is increasingly using Instagram, TikTok, and YouTube as search engines as users seek everything from tutorials to recipes, to advice across social networks. Our inaugural survey of 1,005 US teens and adults ages 15 to 26 conducted in July 2023 looks at Gen Z’s social search habits to give brands a better understanding of this burgeoning trend.

Key Question: What do Gen Z’s social search behaviors mean for marketers?

Key Stat: Gen Zers are more likely to use social networks than search engines when looking up brands, products, or services, according to GWI.