A recent report from Reddit, in partnership with GWI and AmbassCo, delves into the shifting search habits of Gen Z consumers. The study surveyed over 3,000 internet users in the UK, US, and Germany, revealing notable changes in how young people seek out and research products online.
One key finding is the decrease in traditional search engine usage among Generation Z. They are less inclined to rely on search engines to discover new brands and products, opting for different online shopping approaches. This shift is influenced by factors such as a lack of interest in expert reviews, time-consuming product research, and frustrations with mobile-friendliness and complex interfaces on traditional search platforms. As a result, traditional SEO strategies may not effectively reach younger consumers.
To effectively reach Generation Z, marketers may need to explore alternative methods beyond relying solely on Google and other search engines. The study emphasizes the increasing importance of social media as a discovery tool for this demographic. Gen Z is turning to social networks more frequently to find new brands, highlighting a 36% increase since 2018. As a result, companies need to pay closer attention to their social media presence in order to engage with young customers successfully.
Despite the rising popularity of influencers on social media, Generation Z exhibits a lack of trust in influencer marketing. They often view influencer recommendations with skepticism, preferring more authentic sources of information from ordinary people in online communities. This underscores the importance of establishing genuine connections and building trust with young consumers through user-generated content, honest reviews, and community engagement.
The report also addresses common challenges with current search experiences, such as unreliable search results and inaccurate information. To address these issues, marketers are advised to prioritize creating accurate and trustworthy content to enhance brand credibility and drive direct visits.
Reddit emerges as a trusted platform for Gen Z when it comes to researching products, ranking third in trustworthiness after friends and family and review websites. Young users value Reddit for its community-based nature and specific, real-time information. As a result, companies should consider engaging with smaller, niche online communities like Reddit to connect with Generation Z.
In conclusion, as Gen Z redefines how they search for information online, businesses must adapt their marketing strategies accordingly. Key takeaways from the report include the decline in traditional search engine usage, the increasing importance of social media for product discovery, the skepticism towards influencer marketing, the need for accurate and trustworthy content, and the trustworthiness of community platforms like Reddit.
Article Source
https://www.searchenginejournal.com/gen-z-ditches-google-turns-to-reddit-for-product-searches/520429/