Research conducted by Forbes Advisor and Talker Research in April 2024 and analyzed by Bernstein Research reveals a shift in online search behavior among Gen Z, with many opting for “social searching” on platforms like TikTok and Instagram over traditional search engines.

According to the study, cited by Fortune, 45% of Gen Z are more likely to use social media for searches, compared to about 35% of millennials, 20% of Gen X, and less than 10% of Boomers. 

Bernstein analyst Mark Shmulik noted that younger audiences are increasingly “searching” rather than “Googling.”

The trend extends beyond social media. 

Gen Z is turning to specialized platforms for specific needs: Amazon for retail searches and ChatGPT for academic assistance, reflecting a broader trend of going directly to targeted sources for information.

Fortune also cites data from GWI Core, which shows this shift has been growing. In 2016, about 40% of Gen Z used social media as their primary search engine for brands, products, and services. By 2023, this figure rose to almost 52%.

Google is feeling the impact of this change. Prabhakar Raghavan, a Google SVP, revealed at Fortune’s 2022 Brainstorm Tech conference that nearly 40% of young people prefer TikTok or Instagram over Google Maps or Search when looking for lunch spots.

In response, Google is developing new technologies. These include AR glasses with “multi-search” features and an “Ask Photos” function that uses AI to answer questions about information in users’ photos. The company didn’t respond to Fortune’s request for comment.

Social media platforms are capitalizing on this trend by developing e-commerce platforms and tailored ads. Per Fortune, these sites generated $11 billion in U.S. ad revenue from minors alone in 2023.

The implications of this shift extend to the broader economy. According to NielsenIQ’s “Spend Z” report, Gen Z’s spending power is projected to reach $12 trillion by 2023. Additionally, the younger generation, Gen Alpha, already spends over two hours a week online shopping.