Key stat: While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and EMARKETER.

Beyond the chart:

• 76% of US SMBs said using social media has made a positive impact on their business, according to March data from Verizon and Morning Consult.
• 64% of US Gen Zers follow brands on social media for product information, per a November 2024 survey from Emplifi.

Use this chart: Marketers should tailor discovery strategies by region, invest in SEO where search still dominates, and boost social commerce campaigns in Latin America—especially on Instagram, WhatsApp, and TikTok. Let the data guide where you meet customers first.

Related EMARKETER reports:

• Brand Safety on Social Media in 2025 (EMARKETER subscription required)
• Navigating the AI-Powered Path to Purchase (EMARKETER subscription required)

Note: Data was provided to EMARKETER by ESW. Respondents were asked, "When starting your search for a product (e.g., clothing, footwear, accessories, luxury, cosmetics, consumer electronics, toys and hobby) where do you typically begin your search?"

Methodology: Data is from the December 2024 ESW "Global Voices Survey" in partnership with EMARKETER. 18,448 adults ages 18+ worldwide were surveyed during October 20-November 1, 2024. Quotas were set to align with the particular country's population on the criteria of age and gender. The 18 countries surveyed were: Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, South Korea, Spain, Switzerland, United Arab Emirates (UAE), the UK, and the US.