A survey conducted in 2024 found that 64 percent of Gen Z respondents in the United States had used TikTok as an online search engine. This is the highest rate across all generations, with the use of the video-based platform decreasing in accordance with the older cohorts. The practice of social search is most popular among younger generations, with the majority of Gen Z respondents opting for social platforms over traditional search engines for performing online searches.

According to a survey conducted in 2024, around 41 percent of respondents in the United States claimed to have used the video-based platform TikTok as a search engine. The usage of social media for conducting online searches, commonly referred to as social search, is gaining popularity among younger generations, with the majority of Gen Z respondents opting for social media over traditional search engines for this purpose.

In April 2024, 40 percent of Gen Z adults in the United States reported to search gift ideas, as well as hair and makeup content on TikTok, making those the most popular search categories among the selected audience. On Instagram, the fashion industry dominated, as 27 percent of consumers stated using the platform to search for fashion brands. Google was mostly used to search for hospitality and local services, as 66 percent of young internet users in the U.S. searched for restaurants and bars, and local services on the search engine.

In February 2025, the YouTube mobile app ranked first with a 76 percent audience reach, while e-mail platform service Gmail was accessed by 68 percent of mobile audiences in the United States. Social media platform Facebook ranked third with a usage reach of 67 percent. Social video app TikTok reported a reach of approximately 40 percent in the examine period. TikTok in the U.S. The social media ecosystem continues to evolve rapidly. While Facebook remains a dominant force with over three billion monthly active users across its family of apps, newcomers like TikTok are reshaping user engagement. TikTok's global popularity is evident in its 186 million worldwide downloads in Q4 2024. TikTok's popularity extends beyond entertainment, with 64 percent of Gen Z users in the U.S. utilizing it as an online search engine in 2024. This trend underscores the platform's expanding role in information discovery, particularly among younger demographics. However, TikTok's success is not without controversy. Nearly 40 percent of U.S. users believed the Chinese government is using it to bring social and political divisions. OTT video apps in the U.S. While television remains the primary device for media consumption across all age groups, a clear generational divide is emerging. Younger audiences, particularly those aged 18 to 34, are turning to smartphones as their preferred entertainment device. This shift aligns with broader trends in digital media consumption. During the first half of 2024, entertainment apps were leading in mobile revenue generation, with U.S. consumers spending over 2.65 billion U.S. dollars on these apps.

According to the results of a survey carried out in the first quarter of 2023, nearly ********** U.S. shoppers aged 18 to 26 looked for product information on Amazon, while ** percent preferred Walmart.com. Social networks also played an important role in pre-purchase search, with TikTok and YouTube being the most used platforms for this purpose.

Online channels play a crucial role in the customer journey. In 2024, search engines remain the top choice for product discovery and research, while online marketplaces lead in purchase completion. This shift highlights the growing importance of digital platforms in shaping consumer behavior and purchasing decisions. Generational differences in online shopping Product recommendations have become a powerful tool in influencing consumer choices, particularly among younger demographics. A 2024 study revealed that ** percent of shoppers aged 18 to 24 discovered new products through recommendations, with a similar trend observed among 35 to 39-year-olds. For Gen Z, online search is the primary starting point for product discovery. The rise of marketplaces and social commerce Marketplaces have emerged as the dominant force in online shopping, serving as both the primary source for product searches and inspiration for future purchases. Approximately ** percent of global consumers prefer marketplaces over other online channels for shopping inspiration. The influence of social media on e-commerce is also growing, with ** percent of U.S. TikTok users reporting purchases based on influencer recommendations. This trend highlights the increasing integration of social platforms and e-commerce, reshaping the digital shopping landscape.