Insights from Forbes Advisor:
In 2024, internet usage has evolved significantly, moving from desktops to mobile devices, and altering how people interact with content and shop online. Research from Talker reveals that platforms like TikTok and Facebook Marketplace are now primary tools for search and shopping, especially among younger generations.
Generational Changes:
Generation Z uses Google 25% less than Generation X, showing a clear preference for social media searches. Approximately 46% of Gen Z primarily use social media for information, compared to 35% of Millennials.
Mobile-Only Internet Access:
One-third of Americans now access the internet exclusively through smartphones. Among Millennials, 39% use only their phones, while 40% of Gen Z rely primarily on mobile devices.
Discovery of New Brands:
Social media is crucial for discovering new brands. Around 24% of users find new brands daily on these platforms. Notably, 44% of Gen Z discover new brands daily, and 33% do so weekly.
Search Trends:
TikTok has surpassed Instagram for business searches, with 40% of Gen Z using it for “Hair and Makeup” and “Gift Ideas.” On Instagram, “Fashion Brands” is the top search category at 12%. On Facebook, the most searched topics are “News and Current Affairs” and “Recipe and Meal Ideas.” However, Google still leads for “Restaurants and Bars” at 81%.
Implications:
Convenience and User Engagement:
About 29% of people prefer social media for searches because of its convenience. Social media platforms deliver quick, engaging, and personalised results, often more attractive than traditional search engines.
Potential Impact of a TikTok Ban:
A potential TikTok ban would significantly impact 35% of Gen Z and 26% of Millennials, highlighting the platform’s importance in their daily digital routines.
These shifts in search behaviour indicate a trend towards more interactive and engaging digital experiences. Adapting to these changes is vital for staying relevant and effectively reaching diverse consumer groups.
At Fertile Frog, we recognise the importance of evolving with technological advancements. We are continuously integrating new technology in design, functionality, and marketing to ensure our clients stay ahead of the curve. By adapting to these changes, we help our clients engage with their audiences in the most effective ways possible.
