What’s the very first thing you do while you’re looking for the perfect pizza spot on the town, trying out evaluations for the perfect VPN, or trying up solutions to well being issues? For a rising variety of individuals, the reply isn’t “Google it.” As an alternative, they’re turning to TikTok, Instagram, and AI instruments like ChatGPT. Social media and AI are entering into the highlight as search instruments, with youthful generations main the cost.
ExpressVPN’s survey of 4,000 individuals throughout the U.S., UK, France, and Germany reveals an enormous shift in how we seek for info. Whereas Google nonetheless holds its floor, Gen Z and Millennials are embracing social media and AI for all the pieces from restaurant suggestions to analysis, and troubleshooting ideas. These platforms are altering the sport for a way we uncover and resolve.
So, why are these generations shifting away from conventional serps? And what makes social media and AI so irresistible when looking for solutions? Right here’s what the info reveals.
76% of full-time employees use Google day by day—however social media is gaining floor
If you want fast, dependable solutions, it’s arduous to beat Google. That’s why, at the same time as search habits shift, many individuals nonetheless rely on it day by day—particularly full-time employees and older generations. However for youthful customers and people searching for one thing extra dynamic, social media is more and more taking heart stage.
Amongst full-time employees, 76% use Google day-after-day, counting on its velocity and reliability to juggle work duties and private wants. It’s no shock that these with packed schedules, just like the self-employed (73% day by day customers), additionally think about it a non-negotiable software.
Older generations additionally present robust loyalty to Google, valuing its no-fuss, results-oriented method. Individuals aged 35–42 are the platform’s most devoted customers, with almost 80% looking out day by day. The pattern holds regular amongst these aged 43–58 (74%) and even retirees (63%), who flip to Google for all the pieces from planning journeys to managing day-to-day errands.
So, why does Google proceed to dominate for these teams? Familiarity performs an enormous function. Many grew up with Google because the default search software, making it second nature to succeed in for when questions come up. It’s dependable, straightforward to make use of, and affords fast outcomes—all key for many who worth practicality over experimentation.
Curiously, males are barely extra doubtless than girls to make use of Google day by day—75% versus 70%. The distinction isn’t enormous, but it surely hints at various on-line behaviors. Regardless, each teams proceed to favor conventional serps for his or her easy performance.
Nevertheless, whereas Google is holding its floor with older {and professional} audiences, the story shifts in relation to youthful generations.
Gen Z and Millennials are much less depending on Google
For youthful generations, social media is turning into their go-to search software, reworking how they uncover all the pieces from dinner spots to life hacks. Platforms like TikTok and Instagram ship fast, participating solutions tailor-made to their wants.
Our survey highlights simply how a lot this shift is taking maintain. Amongst 18–26-year-olds, 66% depend on social media day by day to seek out solutions. It’s a pure match for a era that prioritizes velocity, visuals, and authenticity. From bite-sized how-tos to product suggestions, these platforms supply the type of interactive and visually immersive content material that conventional serps wrestle to match.
Youthful Millennials are additionally becoming a member of the pattern. Amongst these aged 27–34, 60% use social platforms day by day as a part of their search habits, turning to Instagram reels or Fb teams for suggestions. Even 62% of 35–42-year-olds and 58% of 43–58-year-olds now use social media often for searches. Older customers could lean extra on Fb than TikTok, however the enchantment of community-driven recommendation and evaluations resonates throughout generations.
Girls seem like embracing this pattern barely greater than males, with 63% of ladies utilizing social media day by day for searches in comparison with 57% of males. And it’s not solely informal browsers—college students and professionals are main the best way. 63% of scholars use social platforms day by day to seek out info, whereas 61% of full-time workers and 59% of part-time employees flip to those instruments for suggestions and options. Even among the many unemployed, social media fills the hole, with 50% utilizing it day by day to discover alternatives or ideas, additional proving its accessibility and relevance.
How persons are utilizing social media for searches
What makes social media so interesting for searches? It’s the private contact—user-generated content material, genuine evaluations, and real-time insights that conventional serps can’t replicate. Whether or not it’s discovering a brand new recipe, planning a visit, or discovering the perfect native spots, social platforms are the place extra persons are turning to attach with info that feels related and relatable.
Leisure and evaluations prime the checklist of social media searches
What are you looking for on social media?
| Class | 18–26 | 27–34 | 35–42 | 43–58 | 59–65 |
| Information and present occasions | 35% | 42% | 52% | 49% | 42% |
| Recipes and meals inspiration | 36% | 39% | 41% | 37% | 34% |
| Leisure content material | 42% | 43% | 44% | 32% | 24% |
| Product evaluations | 34% | 36% | 39% | 35% | 29% |
| Suggestions for eating places | 42% | 39% | 36% | 30% | 25% |
| Native companies/providers | 30% | 37% | 37% | 34% | 30% |
| Occasions and native actions | 33% | 35% | 35% | 29% | 28% |
| Tutorials and how-to guides | 37% | 33% | 32% | 26% | 22% |
| Journey and vacation spot recommendation | 29% | 30% | 39% | 30% | 28% |
Based on our survey, leisure content material like memes, movies, and viral challenges tops the checklist of searches, with 42% of Gen Z (18–26) and 44% of these aged 35–42 saying it’s their go-to. Social media platforms are the right atmosphere for these lighthearted escapes, providing a continuing stream of participating, shareable moments.
However it’s not simply enjoyable and video games. Sensible searches are thriving too. Restaurant suggestions tie with leisure for Gen Z, with 42% utilizing social media to seek out their subsequent favourite eating spot. Millennials and older teams aren’t far behind, with 39% of 27–34-year-olds and 36% of 35–42-year-olds in search of meal ideas on platforms like Instagram or TikTok. For youthful customers, this usually comes with a aspect of visuals—like TikToks showcasing mouthwatering dishes or Instagram reels with foodie ideas.
Opinions are one other key driver. Whether or not it’s deciding on a brand new product or scoping out a neighborhood service, 34% of Gen Z and 39% of customers aged 35–42 worth the real-life suggestions and suggestions from social media communities. These platforms present the type of peer-based insights that make customers really feel assured of their selections.
“Youthful customers search social media for leisure and eating places, whereas older generations prioritize information and recipes.”
For these planning outings, tutorials and native occasion searches are rising in reputation too. Over a 3rd of 18–26-year-olds (37%) search for how-to guides, whereas 33% seek for close by occasions and actions. Social media makes it straightforward to find what’s taking place now, due to real-time updates and community-driven content material.
Curiously, older customers are catching on to those habits, albeit at a slower tempo. Whereas their numbers aren’t as excessive, 43% of 27–34-year-olds and 49% of 43–58-year-olds say they flip to social platforms for information and updates. Even for 59–65-year-olds, information searches stay a major use case, reinforcing that social media is a software for staying knowledgeable throughout all ages.
TikTok takes the lead amongst youthful customers, whereas Fb dominates throughout ages
Our survey reveals a transparent generational divide in relation to the social media platforms individuals use to seek for info. Whereas TikTok’s reputation skyrockets with youthful customers, older generations and a few demographics nonetheless flip to Fb for its reliability and neighborhood connections.
For Gen Z (18–26), TikTok is the star of the present. Almost half (49%) use it as their major search platform, drawn to its visible content material and interesting format. Instagram follows, however at a distant 27%, whereas Fb lags behind at simply 11%. This era values immediacy, creativity, and the type of user-driven insights TikTok excels at delivering.
Youthful Millennials (27–34) take a extra balanced method. Each Instagram and Fb share the highest spot at 28%, with TikTok shut behind at 24%. This group appreciates the polished aesthetic of Instagram however nonetheless depends on Fb’s performance for native providers or occasion planning.
“TikTok is the favourite social media platform for Gen Z searches, whereas Fb stays the cornerstone for older generations.”
As we have a look at older generations, Fb firmly takes the lead. For these aged 35–42, 45% want it for searches, and this quantity climbs to 51% amongst 43–58-year-olds and 54% for these 59–65. Familiarity and established social networks make Fb a trusted supply for locating all the pieces from neighborhood suggestions to group discussions.
Curiously, gender performs a job in platform preferences. Girls usually tend to favor TikTok, with 26% counting on it for searches in comparison with 15% of males. Fb, nonetheless, stays constantly standard for searches throughout each genders, with 39% of women and men utilizing it most regularly.
Why social media works for search
Why do you favor social media for searches?
| Response | 18–26 | 27-34 | 35-42 | 43-58 | 59-65 |
| Extra visible and interesting content material (e.g., movies, pictures) | 43% | 37% | 37% | 27% | 24% |
| Extra up-to-date and real-time info | 32% | 31% | 35% | 30% | 27% |
| Feels extra customized and related to my pursuits | 35% | 30% | 34% | 29% | 26% |
| Simpler to ask questions and get direct responses from customers | 30% | 32% | 33% | 29% | 25% |
| Consumer-generated content material with real-life experiences and evaluations | 32% | 30% | 27% | 23% | 22% |
| Entry to native suggestions and community-specific ideas | 27% | 25% | 27% | 23% | 20% |
For a lot of customers, the visuals, interactivity, and relatability of social media make it the go-to for sure forms of searches. However why do individuals flip to TikTok, Instagram, or Fb as a substitute of Google? The info reveals a mix of things that set social platforms aside.
For youthful generations, it’s all about participating, real-time content material. Amongst Gen Z (18–26), 43% want social media for its visible and immersive expertise. Platforms like TikTok supply video-rich, inventive solutions which might be immediately fascinating. On the similar time, 32% worth real-time updates and 35% respect the customized and interest-driven nature of what they see.
Millennials and even older teams additionally discover social media’s user-generated content material interesting. Opinions, firsthand experiences, and community-driven insights maintain a stage of authenticity that conventional serps can’t replicate. Throughout age teams, round 30% of respondents additionally spotlight the benefit of asking direct questions and receiving fast responses from customers, creating an interactive and dynamic solution to search.
“Social media’s visible, customized, and real-time content material provides it an edge, particularly for youthful generations in search of participating and fast solutions.”
Whereas leisure and visuals are key drivers, practicality additionally comes into play. Almost 27% of respondents cited the power to entry native suggestions and neighborhood ideas as a significant factor of their desire for social media. Whether or not it’s a TikTok showcasing the perfect new restaurant or a neighborhood Fb group discussing native providers, these platforms deliver a community-focused dimension to looking out.
Curiously, the reliance on social media varies with age. Older teams are much less swayed by the visible or interactive elements however nonetheless flip to platforms like Fb for its established networks and trusted suggestions. For customers aged 43–58, 27% want the platform for its personalized effect, whereas a rising quantity additionally respect its real-time relevance.
Group suggestions drives social media searches
Relating to discovering the right meal, a brand new journey vacation spot, or the newest buying suggestions, the opinions of others matter. For a lot of, neighborhood suggestions and evaluations on social media are a central a part of the decision-making course of.
Our survey exhibits that 63% of individuals think about neighborhood suggestions both essential or extraordinarily essential when looking for suggestions. This highlights the facility of user-generated content material, the place real-life experiences and insights maintain extra weight than purely goal info.
For twenty-four%, neighborhood suggestions is a key issue they depend on closely. Platforms like Reddit, Fb, and X thrive on this dynamic, providing evaluations, feedback, and firsthand recommendation that feels genuine and related. One other 39% think about this suggestions essential, usually utilizing it alongside different sources to form their selections.
Challenges of utilizing social media as a search software
Whereas social media affords a dynamic, participating solution to discover solutions, it’s not with out its downsides. For a lot of customers, frustrations like intrusive adverts, unverified info, and biased content material could make looking out on these platforms much less seamless than it appears. The truth is, our survey exhibits that these challenges are why some nonetheless depend on conventional instruments like Google for sure searches.
Adverts disrupt the expertise
A frustration for 41% of customers is the sheer variety of adverts on social media platforms. Whereas platforms like Instagram, X, and TikTok thrive on monetizing content material, the fixed interruptions could make the search expertise really feel cluttered and fewer environment friendly. For these in search of easy solutions, the ad-heavy atmosphere is usually a deal-breaker.
Belief points with info
One other widespread problem is credibility. Social media is a hotbed for user-generated content material, however 38% of respondents say the shortage of verification makes it arduous to belief the knowledge they discover. Whether or not it’s a restaurant evaluate or a DIY tutorial, customers are sometimes left questioning if the recommendation is dependable—or simply noise.
The issue with bias
Social media’s energy is its customized, community-driven content material. However that very same energy can grow to be a weak spot. About 32% of customers report frustration with biased or overly opinion-driven outcomes. Suggestions and evaluations are sometimes subjective, which may skew perceptions and make it tough to kind well-rounded conclusions.
Discovering particular solutions isn’t at all times straightforward
Regardless of its real-time interactivity, social media can fall quick when customers want exact or technical info. Almost 29% of respondents say they wrestle to seek out particular solutions, particularly for area of interest or advanced matters. In contrast to serps with listed databases, social platforms usually lack the construction to ship focused outcomes.
Misinformation: A rising concern
The unfold of misinformation is one other concern that comes with utilizing social media as a search software. Our survey reveals that 75% of customers have encountered deceptive or false info on social media, with 20% reporting this regularly and 54% encountering it often. Whether or not it’s outdated recommendation or outright falsehoods, misinformation erodes belief and highlights the dangers of relying solely on these platforms.
“75% of customers report seeing misinformation on social media a minimum of often, making belief a key problem within the search expertise.”
For some, the dangers are definitely worth the rewards. Nevertheless, for 25% of respondents who say they not often or by no means encounter misinformation, the expertise is smoother, showcasing that cautious navigation can mitigate these dangers.
The rising enchantment of AI search instruments
Social media isn’t the one platform difficult Google’s dominance. AI-powered instruments like ChatGPT and Bard are rapidly turning into the go-to for advanced, customized, or conversational searches. These instruments take what we love about social media’s interactive method and refine it with tailor-made, in-depth responses.
How usually do you employ AI instruments like ChatGPT or Gemini as a substitute of Google to reply your search queries?
| Response | 18-26 | 27-34 | 35-42 | 43-58 | 59-65 |
| Incessantly | 30% | 21% | 18% | 10% | 7% |
| Often | 30% | 35% | 27% | 25% | 19% |
| Hardly ever | 20% | 17% | 21% | 16% | 16% |
| By no means | 16% | 22% | 27% | 37% | 44% |
| Not aware of AI | 4% | 5% | 7% | 12% | 14% |
For youthful generations, AI instruments are already a staple. 80% of Gen Z (18–26-year-olds) have used platforms like ChatGPT, with 30% utilizing them regularly. Millennials are shut behind, with 73% of 27–34-year-olds incorporating AI into their search habits. These instruments align completely with what youthful customers need: solutions which might be quick, conversational, and adaptable. Whether or not it’s diving into a fancy subject, troubleshooting technical points, or in search of recommendation tailor-made to private wants, AI supplies what conventional search usually lacks.
What do you discover useful about utilizing AI instruments like ChatGPT or Bard moderately than Google for searches?
| Profit | Proportion |
| Sooner solutions for advanced or open-ended questions | 42% |
| Direct, conversational responses to questions | 39% |
| Skill to ask follow-up questions in real-time | 37% |
| Extra detailed explanations and context | 36% |
| Customized responses tailor-made to enter | 35% |
| Feels extra interactive and interesting | 29% |
However the enchantment goes past velocity and comfort. Our survey reveals that 42% of customers worth AI instruments for delivering sooner solutions to advanced or open-ended questions. In contrast to conventional serps, AI platforms can break down intricate queries into clear, actionable insights.
One other standout characteristic is how conversational AI instruments really feel. 39% of respondents spotlight the power to obtain direct, conversational responses. This interactive format permits customers to refine their questions, dig deeper, and discover matters in actual time, making the search course of really feel much less like trying up info and extra like having a dialogue.
AI’s energy additionally lies in offering context. 36% of customers respect the detailed explanations these instruments supply, whereas 35% worth customized responses that adapt to particular person wants. As an alternative of generic search outcomes, customers get tailor-made solutions that really feel related and particular to their scenario.
Even the format itself is a draw. 29% of respondents say AI instruments are extra participating and interactive, making the method really feel much less transactional. This dynamic expertise, mixed with the platform’s utility, is why AI instruments are gaining floor with customers of all ages.
That stated, older generations are slower to undertake these instruments. Whereas 51% of 43–58-year-olds have tried AI, solely 10% use it regularly. For customers over 59, adoption drops additional, with 42% having used AI however many sticking to acquainted serps. Their warning displays a desire for what they know, moderately than a resistance to AI itself.
ChatGPT reigns supreme, however Google’s AI enters the image
Relating to AI instruments, ChatGPT is the clear favourite. Almost 7 in 10 customers (68%) title it their best choice for answering questions, with opponents like Gemini (28%) and Bard (27%) trailing behind. ChatGPT’s conversational format and skill to supply in-depth solutions have made it a standout software, significantly for youthful customers searching for customized and interesting responses.
Nevertheless, Google is taking steps to remain within the recreation. By integrating AI straight into its search web page, the tech big is blurring the strains between conventional search and conversational instruments. Whereas ChatGPT at present dominates, Google’s transfer to embed AI-powered insights might reshape the best way customers interact with search—particularly for many who want the familiarity of a Google expertise paired with the facility of AI.
What individuals seek for utilizing AI instruments
So, what are customers searching for after they flip to AI as a substitute of conventional serps or social platforms? The reply lies of their versatility.
What forms of info do you primarily seek for utilizing AI instruments?
| Response | Proportion |
| Complicated matters or deep analysis | 42% |
| Customized recommendation or suggestions | 38% |
| Technical assist or troubleshooting help | 36% |
| How-to guides or tutorials | 34% |
| Well being and wellness queries | 31% |
For a lot of, AI shines in tackling advanced matters and deep analysis. Whether or not it’s unraveling an advanced topic for a venture or diving into area of interest questions, 42% of customers see AI instruments as a solution to lower by dense info and get clear, tailor-made solutions.
However it’s not nearly analysis. 38% of customers depend on AI for customized recommendation and suggestions, whether or not they’re planning their subsequent trip, in search of profession steerage, or searching for product ideas. This means to supply solutions that really feel tailor-made to the person units AI other than static search outcomes.
Relating to problem-solving, AI additionally performs a sensible function. 36% of respondents use these instruments for technical assist or troubleshooting—an space the place conversational, step-by-step steerage makes all of the distinction. AI turns into the pleasant assistant you want when coping with tech challenges or DIY fixes.
How-to guides and tutorials are one other standard use, with 34% of customers turning to AI for assist with duties like cooking, studying new abilities, or navigating apps and software program. Its means to supply clear, actionable steps is a serious draw.
Lastly, 31% of customers are exploring well being and wellness queries by AI. From health recommendation to understanding signs, AI instruments supply an approachable solution to get info whereas sustaining privateness.
How privateness issues form search selections
Talking of privateness, issues about knowledge utilization are influencing how individuals select their search instruments. Platforms like social media and AI instruments supply new methods to seek out info, however questions round private knowledge dealing with play an enormous function in shaping preferences. For a lot of customers, balancing comfort with privateness is a key a part of the decision-making course of.
How do privateness issues have an effect on your search selections?
| Response | 18-26 | 27-34 | 35-42 | 43-58 | 59-65 |
| I want utilizing Google as I discover it extra clear about knowledge utilization | 25% | 25% | 29% | 37% | 34% |
| Privateness isn’t a significant factor in my choice | 15% | 17% | 18% | 21% | 20% |
| Privateness issues make me keep away from utilizing AI instruments altogether | 12% | 13% | 12% | 14% | 16% |
| I want utilizing AI instruments as a result of they provide higher privateness safety | 20% | 16% | 13% | 9% | 9% |
| I want utilizing social media as a result of I belief their privateness settings | 16% | 16% | 12% | 9% | 7% |
| Privateness issues make me keep away from utilizing social media for searches | 8% | 7% | 9% | 7% | 11% |
| Privateness issues make me keep away from utilizing Google for searches | 4% | 6% | 4% | 4% | 2% |
Regardless of its popularity for rampant knowledge assortment, Google maintains an edge in relation to belief in transparency, significantly amongst older generations. 37% of 43–58-year-olds and 34% of these aged 59–65 say they like Google as a result of they discover it extra upfront about the way it handles their knowledge. Even amongst youthful teams, belief in Google’s method stays notable, with 25% of Gen Z and 27–34-year-olds favoring it for that reason.
AI instruments, nonetheless, are gaining floor with privacy-conscious customers. 20% of Gen Z respondents want AI instruments like ChatGPT and Bard, believing they provide higher privateness safety. This sentiment extends to 16% of Millennials aged 27–34, who worth the power to discover queries in a personal, managed atmosphere. These instruments present an area for customers to dig deeper into private or advanced questions with out the general public nature of social media platforms.
“Privateness issues affect not simply what individuals seek for, but in addition the place they really feel secure doing it—whether or not it’s Google, AI instruments, or social media.”
Social media, regardless of its reputation, faces better skepticism. 16% of Gen Z customers belief the privateness settings on platforms like TikTok and Instagram, however this drops considerably amongst older generations, with solely 9% of 43–58-year-olds feeling the identical. Privateness issues additionally lead some to keep away from social media completely for searches, with 11% of customers over 59 steering clear.
For a smaller however notable group, privateness issues are a dealbreaker throughout the board. 12% of Gen Z and 13% of Millennials keep away from AI instruments for that reason, whereas 7% in each teams keep away from social media searches. These figures rise barely amongst older customers, with 16% of these over 59 avoiding AI instruments and 11% steering away from social media completely.
Nevertheless, not everybody prioritizes privateness. 21% of 43–58-year-olds and 20% of customers over 59 say privateness issues don’t considerably influence their search habits. Youthful generations are much less prone to dismiss privateness as a non-issue, however 15% of Gen Z and 17% of youthful Millennials say it’s not a significant factor.
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Redefining the way forward for search instruments
What future enhancements would you like in search instruments?
| Response | Proportion |
| Higher accuracy and fewer misinformation | 44% |
| Improved privateness and knowledge management | 35% |
| Sooner, extra interactive responses | 32% |
| Extra customized and context-aware responses | 28% |
| Integration throughout a number of platforms and gear | 20% |
As search instruments evolve, the problem lies in redefining them. Our survey highlights what customers need from the following era of search instruments: extra belief, extra relevance, and extra humanity. However beneath the info lies a deeper query: How do search platforms not solely adapt to consumer calls for but in addition form the best way we work together with info itself?
For customers, accuracy and privateness are non-negotiable. A big 44% need search instruments to deal with misinformation higher, whereas 35% prioritize better management over their knowledge. These replicate a rising fatigue with unreliable info and invasive practices. The message is obvious: Individuals need search instruments they’ll belief to serve their wants with out compromising their integrity.
“Customers need greater than solutions—they need search instruments they’ll belief, that perceive, and that evolve with them.”
However there’s additionally a starvation for connection. Customers more and more need their searches to really feel much less transactional and extra intuitive. It’s not sufficient for search instruments to reply questions; they have to perceive the context, anticipate the following question, and really feel like a real collaborator. This explains why 28% of customers are calling for extra customized and context-aware responses—to not really feel catered to, however to really feel understood.
Even the best way we take into consideration search is increasing. Think about a future the place looking out isn’t sure to a single platform or system however exists as an invisible layer throughout all the pieces we do. The 20% who hope for higher integration throughout instruments envision a world the place the limitations between AI, social media, and conventional serps dissolve into one seamless ecosystem.
Maybe essentially the most intriguing perception lies within the unstated: Customers are not passively consuming what search instruments supply. They’re questioning the buildings that ship their info, from who controls the algorithms to what values are baked into them.
So the actual query isn’t, “What do customers need from a search software?” It’s, “How will the following evolution of search instruments assist us ask higher questions and demand higher solutions?”
What’s your go-to for locating solutions—Google, social media, or AI instruments? Share your most well-liked search software within the feedback beneath!
