A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.
The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.
Here’s an overview of key findings and the implications for marketers.
The study found that Gen Z uses search engines to find new brands and products less often.
That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.
There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.
Because of this, traditional SEO strategies might not work well for reaching younger customers.
Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.
Gen Z is increasingly using social media to find new brands and products.
The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.
This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.
Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.
To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:
Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.
These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.
Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.
Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.
Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.
The research shows that many people are unhappy with how search engines work right now.
More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.
Gen Z is particularly bothered by inaccurate information and unreliable reviews.
Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.
This can help build brand credibility, leading to more direct visits.
The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.
Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.
It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.
Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.
That could include Reddit or any other forum.
As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.
Here’s what to remember:
Featured Image: rafapress/Shutterstock
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