Globally, approximately half of Generation Z used search engines like Google when doing research on products they intend to buy in 2023. This makes search engines the most commonly used source of information for product research among consumers. Many also used social media for such purposes. Millennials likewise used these sources, but were also more likely than Gen Z to use price comparison websites.

In 2023, more than **** of millennials worldwide said they use search engines, such as Google, when doing research on products they intend to buy. This makes the search engine by far the most commonly used source of information for product research among this generation. Gen Z also frequently used search engines, but noticeably utilized social media platforms more than older generations.