Headlines have popped up recently saying how Gen Z are ditching Google to search on social media platforms. We wanted to see if it’s true, and YPulse’s recent Social Search trend report does show searching on socials is a common go-to for young people. And while our data shows search engines like Google are still the top way 13-39-year-olds find information, social media is following closely behind. But it’s important to understand that young consumers don’t use search engines and social media for the same purposes. While they favor Google when wanting instructive topics to help them solve practical problems, social media is the subjective catch-all when they want an opinion or tutorial from someone they relate to—or they want to find the trending content social algorithms serve to them. In YPulse’s recent Social Search trend report, we ask European 13-39-year-olds what they’re searching on social media from a list of 14 different topics, including food / recipes, viral memes, financial tips, and more. Their answers show that even...
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