Social media search Trends & Statistics
Google holds local search dominance as consumers compare sources before buying
Google is still the anchor as local search fragments: AI and social add discovery paths, but consumers return to Google for verification.
Brands must go social-first as Gen Z rewrites search habits
The news: A Sprout Social report found that 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%). In an exclusive conversation with EMARKETER, Thomas Markland, founder of creator company HYDP, discussed the shift and the need for brands to adopt a social-first strategy. Our take: As social media users, especially younger generations, increasingly turn to social for product discovery, brands that are willing to adapt and are strategic with their creator partnerships stand to gain most.
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