If you come from a time when Google was the only way to get answers to questions, you may have realized that things are dramatically changing.
How many times have you turned to social media to get an answer to a question instead of search engines?
It seems that Generation Z and Millennials prefer to look for information on social media instead of search engines. In addition, generative AI is also starting to make its way to position itself as an option for information search.
According to research from HubSpot, "15% of consumers prefer to search on social media over search engines". A significant number that will probably not stop increasing. The younger the generation, the higher the percentage of consumers who prefer to search on social media, given their familiarity and ease with the platforms.
For brands, this data is a significant change. Generation Z is starting to gain purchasing power as they enter the job market, and as soon as their income allows it, it is precisely on social media that we will find them making their purchases.
Over the years, we have heard more and more about the importance of brands being present on social media, and now, more than ever, we must reinforce this idea. Consumers have changed their behaviour, and if a few years ago they were impacted by a billboard on the road, today they will quickly buy a pair of pants because they saw an Instagram post of some influencer wearing them.
In addition, we must be aware of AI-based search-generating platforms.
Chatbots have only been around for a few months, and 9% of a small group of consumers already prefer to use AI chatbots to get answers to questions instead of search engines and social media! It’s crazy, right?
New generations bring new behaviours; we must continue to pay attention to all the new trends. In the end, never forget how important is to be in a constant adaptation.