Survey: Social media overtakes search engines among Gen Z
When browsing online, traditional search engines are becoming a second thought for younger consumers.
A new survey from cloud-based social media management software Sprout Social reveals that more than four-in-10 (41%) Gen Z shoppers turn to social platforms first when looking for information. Social media now tops traditional search engines (32%), chat-based AI tools (11%) and friends/family (9%) as the top method used by those in the age cohort.
Facebook (81%), YouTube (71%) and Instagram (66%) remain the top platforms for searches, with YouTube moving up to the second most popular platform since Sprout Social’s last report.
Nearly four-in-10 (37%) consumers across all age groups prefer to go to social platforms first when searching for product reviews and recommendations, while 35% prefer to use them first to find local restaurants and activities, which Sprout Social says highlights social media’s prominent role in discovery and e-commerce.
Three-quarters (76%) of respondents said content on social media, including ads, influencer posts and brand content, has influenced a purchase in the past six months, with this number rising to 90% among Gen Z and 84% among millennials.
“Largely driven by Gen Z, social is becoming the new search engine,” said Scott Morris, chief marketing officer of Sprout Social. “This shift is transformative, not just for social media, but for commerce and business overall, because it’s changing how consumers discover products and brands. For marketers, this means making social the front-line channel for building awareness, managing perception, engaging with customers, and receiving feedback. Social is where discovery happens now, making it the future of business.”
[READ MORE: Survey: Moms worried about prices, availability of holiday 2025 gifts]
Additional insights from the Sprout Social survey include the following:
- The content consumers rely on social media for most is cooking and recipe inspiration (50%), followed by TV/movie recommendations (43%), music discovery (36%), and a wide range of personal interest topics, including sports, beauty, health, news, fashion and travel.
- More than half (53%) of those surveyed report improved social lives through social media engagement, with younger generations (61% for millennials and 64% for Gen Z) even more likely to view social’s impact as positive. Only 14% of respondents say it’s had a negative impact.
- Nearly half (47%) say social media platforms have helped improve their financial decision-making, with this number even higher among millennials (53%) and Gen Z (62%). Only 13% of respondents say it’s had a negative impact.
- More than half (51%) of global social media users plan to spend more time on community-based platforms like Reddit in the next six months. This number rises to 63% for Gen Z and millennials.
The Q2 2025 Pulse Survey was conducted online by Glimpse, a global market research firm, on behalf of Sprout Social. The survey included 2,280 social media users across the United States, United Kingdom and Australia. It was conducted from April 23 to May 5, 2025.
