Gen Z Ditches Google, Turns To Reddit For Product Searches


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

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

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

Decline In Conventional Search

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

That’s as a result of they store on-line otherwise. They’re much less concerned with on the lookout for professional opinions 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 website positioning methods won’t work properly for reaching youthful prospects.


Corporations making an attempt to succeed in Gen Z may have to strive new strategies as a substitute of simply specializing in being seen on Google and different engines like google.

Rise Of Social Media Discovery

Screenshot from Reddit research 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 research reveals that Gen Z has used social media for product discovery 36% extra often since 2018.

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

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

Due to this, corporations making an attempt to succeed in younger prospects have to pay extra consideration to how they current themselves on social media.


To succeed at advertising to Gen Z, companies will possible have to concentrate on two fundamental issues:

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

Belief Points With Influencer Advertising

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

These younger customers 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, corporations should concentrate on being real and constructing belief after they attempt to get their web sites to seem in search outcomes or create adverts.

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

Challenges With Present Search Experiences

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

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

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

Screenshot from Reddit research 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 might 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 evaluate web sites.

Screenshot from Reddit research 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 gives particular solutions to customers’ questions, making it really feel extra actual.

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


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

That might embody Reddit or every other discussion board.

Why SEJ Cares

As younger folks change how they search for info on-line, this research provides companies necessary 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.
  • Present search experiences usually fail to fulfill consumer expectations.
  • Group-based platforms like Reddit are gaining belief.

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