Gen Z Ditches Google, Turns To Reddit For Product Searches

A brand new report from Reddit, in collaboration with GWI and AmbassCo, sheds gentle on the evolving search behaviors of Technology Z customers.

The examine surveyed over 3,000 web customers throughout the UK, US, and Germany, highlighting important adjustments in how younger folks uncover and analysis merchandise on-line.

Right here’s an outline of key findings and the implications for entrepreneurs.

The examine discovered that Gen Z makes use of search engines like google to seek out new manufacturers and merchandise much less usually.

That’s as a result of they store on-line in a different way. They’re much less inquisitive about in search of knowledgeable evaluations or spending a lot time trying to find merchandise.

There are additionally frustrations with mobile-friendliness and complicated interfaces on conventional search platforms.

Due to this, conventional web optimization methods may not work nicely for reaching youthful prospects.


Firms attempting to succeed in Gen Z would possibly must strive new strategies as an alternative of simply specializing in being seen on Google and different search engines like google.

Rise Of Social Media Discovery

Screenshot from Reddit examine titled: “From search to analysis: How search entrepreneurs can sustain with Gen Z.”, June 2024.

Gen Z is more and more utilizing social media to seek out new manufacturers and merchandise.

The examine reveals that Gen Z has used social media for product discovery 36% extra ceaselessly since 2018.

This transformation is affecting how younger folks store on-line. As an alternative of trying to find merchandise, they count on manufacturers to look of their social media feeds.

Screenshot from Reddit examine titled: “From search to analysis: How search entrepreneurs can sustain with Gen Z.”, June 2024.

Due to this, firms attempting to succeed in younger prospects must pay extra consideration to how they current themselves on social media.


To succeed at advertising and marketing to Gen Z, companies will probably must deal with two major issues:

  1. Make sure that your content material seems extra usually in social media feeds.
  2. Create posts folks need to share and work together with.

Belief Points With Influencer Advertising

Regardless that extra persons are discovering merchandise by social media, the report reveals that Gen Z is much less prone to belief what social media influencers suggest.

These younger consumers usually don’t imagine in posts that influencers are paid to make or merchandise they promote.

As an alternative, they like to get info from sources that really feel extra actual and are pushed by common folks in on-line communities.


Due to this lack of belief, firms should deal with being real and constructing belief once they attempt to get their web sites to look in search outcomes or create advertisements.

Some good methods to attach with these younger customers is perhaps to make use of content material created by common customers, encourage sincere product evaluations, and create genuine conversations inside on-line communities.

Challenges With Present Search Experiences

The analysis reveals that many individuals are sad with how search engines like google work proper now.

Greater than 60% of these surveyed need search outcomes to be extra reliable. Nearly half of customers don’t like wanting by many search end result pages.

Gen Z is especially bothered by inaccurate info and unreliable evaluations.

Screenshot from Reddit examine titled: “From search to analysis: How search entrepreneurs can sustain with Gen Z.”, June 2024.


Given the frustration with search high quality, entrepreneurs ought to prioritize creating correct, reliable content material.

This may also help construct model credibility, resulting in extra direct visits.

Reddit: A Trusted Various

The report means that Gen Z trusts Reddit when wanting up merchandise—it’s their third most trusted supply, after family and friends and overview web sites.

Screenshot from Reddit examine titled: “From search to analysis: How search entrepreneurs can sustain with Gen Z.”, June 2024.

Younger customers like Reddit as a result of it’s community-based and offers particular solutions to customers’ questions, making it really feel extra actual.

It’s value noting that this report comes from Reddit itself, which most likely influenced why it’s suggesting its personal platform.


Firms ought to focus extra on being a part of smaller, particular on-line teams frequented by Gen Z.

That would embrace Reddit or another discussion board.

Why SEJ Cares

As younger folks change how they search for info on-line, this examine provides companies essential clues about connecting with future prospects.

Right here’s what to recollect:

  • Conventional search engine use is declining amongst Gen Z.
  • Social media is more and more very important for product discovery.
  • There’s rising skepticism in the direction of influencer advertising and marketing.
  • Present search experiences usually fail to satisfy person expectations.
  • Neighborhood-based platforms like Reddit are gaining belief.

Featured Picture: rafapress/Shutterstock

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