Gen Z (born 1997-2012) are known as the first true digital natives who have grown up with the internet, having easy access to social media, portable digital devices, smartphones, tablets as part of everyday life. They are tech savvy and highly adept with online digital tools and platforms whose preferred way to communicate is via online messaging through social media, gaming platforms and smartphone apps.
Generation Z has distinct digital behaviours compared to millennials, Gen X and boomers. Due to growing up in a digital online world they have had instant access to information to meet their particular needs preferring short form video engaging interactive content which is easier to digest rather than long form text.
Mobile First Mindset
Millenials grew up in the time period of making the transition from analogue to digital devices. Gen Z prefer mobile to desktop having had access to smartphones and portable devices.
Social Search over Google
There is a trend of Gen Z moving away from Google to using social media for searching for information and discovering new brands.
In a recent study when asked where they most frequently discover new products, 18- to 27-year-old consumers responded with:
- Instagram – 30.4%
- TikTok – 23.2%
- Google – 18.8%
- YouTube – 14.5%
This data highlights the growing shift toward social media platforms for product discovery among Gen Z.
However, don’t be fooled as Google isn’t going away anytime soon. Millennials (42.45%), Gen X (41.1%), and Boomers (55.9%) still rely on a Google Search first.
As traditional search marketing and AI evolve brands need to leverage social platforms, embrace authentic marketing, and prioritize experiential content to thrive with Gen Z.
