For years, Google has been the go-to search engine, but trends are shifting. Younger generations are using social media and AI tools to search for information, while older demographics stick with traditional search engines.
So what does this mean for businesses—especially those in e-commerce? In this blog, we’ll break down these behavioral shifts by age group and explore how brands can adapt their digital strategies to stay ahead.
How Search Behavior Is Changing by Age Group
As digital habits evolve, different generations are searching for information in different ways. Let’s take a closer look.
Gen Z & Millennials (Ages 18-40): Moving Beyond Google
Younger users are moving away from traditional search engines and instead relying on:
Social Media as a Search Engine
– 45% of Gen Z users prefer searching on TikTok or Instagram instead of Google.
– They look for product reviews, travel recommendations, and how-to videos directly on these platforms.
AI-Driven Search
– Many younger users are turning to AI tools like ChatGPT and Perplexity for quick answers and shopping recommendations.
– AI-powered chatbots are replacing Google searches for common queries.
This means traditional SEO tactics aren’t enough to capture this audience anymore.
Gen X & Baby Boomers: Sticking with Traditional Search
Older generations still favor search engines like Google and Bing, but with some key differences:
Bing Usage Is Growing Among 45-64 Year Olds
– This group is more likely to use Bing, particularly because it comes pre-installed on Windows devices.
Yahoo Remains Popular Among 65+ Users
– Many older users continue using Yahoo Search, especially for news and email integration.
While Google still dominates overall search traffic, businesses should recognize that older consumers rely on traditional methods, while younger audiences are moving to new platforms.
How Businesses & E-Commerce Brands Should Adapt
With search behaviors evolving, businesses need to adjust their strategies to stay visible across all platforms.
Prioritize Social Media Optimization
Optimize for TikTok, Instagram, and Pinterest
– Create short-form videos showcasing products, tutorials, and reviews.
– Use relevant hashtags and keywords in captions to boost discoverability.
Encourage User-Generated Content
– Younger audiences trust peer reviews over traditional ads.
– Feature real customer testimonials and influencer collaborations.
Incorporate AI & Conversational Search Strategies
AI-Optimized Content
– Optimize website content for conversational search, as AI tools are being used for queries.
– Provide structured answers and clear formatting to be featured in AI-generated responses.
AI-Powered Customer Service
– Implement AI chatbots on your site to assist users looking for quick answers.
– Enhance product recommendations using AI-driven personalization.
3. Optimize for Traditional & Alternative Search Engines
Don’t Ignore Bing & Yahoo
– Bing SEO is crucial for reaching Gen X and Boomers.
– Ensure your website is indexed properly on alternative search engines.
Improve Local & Voice Search Optimization
– Younger audiences are searching via voice assistants (Siri, Google Assistant).
– Optimize for location-based and conversational search queries.
4. Diversify Your Marketing Approach
Instead of relying solely on Google, businesses should diversify their marketing mix:
– Use social media ads to target younger shoppers.
– Experiment with AI-driven product recommendations.
– Invest in video SEO for YouTube and TikTok search results.
Final Thoughts: The Future of Search Is Multi-Platform
Google isn’t going away, but the way people search is evolving. Younger audiences are searching via social media and AI, while older generations stick with traditional search engines.
For businesses to stay competitive, they need to:
– Optimize for multiple search platforms
– Leverage AI and conversational search
– Create content that engages both young and older consumers
Want to future-proof your digital strategy? National Positions can help you optimize your business for the next generation of search.
🚀 Let’s Talk Strategy! Contact us today and stay ahead of the competition.