Search engine usage drops significantly

A recent study found that the use of search engines for brand name research dropped by 30%, with Baby Boomers dropping by 94% and Gen Z dropping by 64%

The Internet landscape shows a striking contrast in how different age groups navigate brands and information across different online platforms and devices. As technology evolves and newer users enter the online realm, advertisers' and marketers' strategies must continually adapt.

Key takeaways

• The use of mobile devices is having a significant impact on search patterns, with people who primarily use mobile phones using search engines to find brands dropping slightly from the norm to 79%;
• Social media platforms are becoming increasingly influential in brand discovery compared to traditional search engines. On average, 10% of users start their brand search on social media platforms before refining their search on search engines;
• The report highlights the significant shift among younger generations who have grown up in an era where social media plays a central role in connecting and disseminating information, unlike previous generations who relied solely on search engines such as Google and Bing.

Get the full story at Forbes Advisor