Search behavior has evolved beyond traditional search engines like Google. The way people seek information today depends heavily on their age, habits, and digital preferences. While Boomers may stick with search engines, Gen Z asks TikTok where to eat lunch. Understanding these generational trends can help your brand fine-tune its content strategy and meet audiences where they are searching.

Let’s look at how different age groups search and what that means for your online visibility.

Gen Z (1997-2006)

Primary Search Channels: TikTok, Instagram, YouTube
Common Queries: Lifestyle tips, product reviews, local recommendations, tutorials (how-to’s)

Gen Z doesn’t just scroll social media for entertainment, they use it as a search engine. According to a Forbes study, 47% of Gen Z say they are more likely to use a social media platform for search instead of Google. Platforms like TikTok have become their go-to for restaurant reviews, fashion inspiration, and personal finance advice.

Why? Social media content feels authentic, is visually engaging, and is often peer-recommended. It’s easy to interact with and usually algorithms can feed you videos (or posts) that might answer questions you didn’t even know you were asking.

There is also a level of brand loyalty/ influencer aspect, if you follow a food reviewer in NYC, you’re most likely going to take their advice on where to eat on your next New York trip. This is usually because you trust that person’s advice as they’ve built a relationship with their viewers based on their food reviews and they seem authentic. 

TL;DR for Marketers:

  • Prioritize short-form video content optimized for TikTok and Instagram Reels.
  • Use relevant hashtags and location tags to improve discovery.
  • Create visually driven, conversational content that feels native to the platform.
  • Optimize video titles and captions like search queries (e.g., “Best sushi spots in NYC”).
  • Start thinking about partnering with micro-influencers 

Millennials (1981- 1996)

Primary Search Channels: Google, YouTube, Pinterest, Instagram
Common Queries: Product comparisons, service reviews, parenting advice, home improvement ideas

42.45% of Millennials still use Google for in-depth research, but they supplement it with platforms like YouTube and Pinterest for visual context. They trust peer reviews and influencer opinions, especially when it comes to big decisions like purchases or travel.

TL;DR for Marketers:

  • Publish blog posts optimized for search e alongside complementary video content.
  • Tap into Pinterest for visual storytelling, especially in niches like home, food, and wellness.
  • Collaborate with influencers who align with your brand’s values and audience demographics. 

Gen X (1965-1980)

Primary Search Channels: Google, YouTube, Facebook
Common Queries: Financial advice, product research, news, how-to content

Only 18% of Gen X report using social media over Google for product research, this is because this generation typically relies on trusted sources and conducts thorough research before taking action. They’re comfortable navigating multiple platforms but still see Google as the primary search tool.

TL;DR for Marketers:

  • Focus on informational content like how-tos, case studies, and expert guides.
  • Use structured data and schema markup to improve visibility in Google search results.
  • Distribute content through Facebook and email as they are platforms they still actively use. 

Baby Boomers (1946-1964)

Primary Search Channels: Google, Facebook, Email
Common Queries: Health resources, local services, news, travel information

Boomers approach search with a strong emphasis on credibility and ease of use. Only 7% of Boomers report using social media over Google when conducting searches. While they’re active online, they tend to stick with familiar platforms and prefer straightforward, accessible content.

TL;DR for Marketers:

  • Make websites mobile-friendly and easy to navigate.
  • Provide clear calls to action and well-labeled content.
  • Prioritize trust-building content: testimonials, reviews, and clear contact information.
  • Focus outreach efforts on Facebook groups and email newsletters. 

Why Generational Search Behavior Matters

Understanding these generational differences isn’t about pigeonholing your audience, it’s about aligning your content strategy with how people seek information. It also highlights the importance of channel diversification: a blog post that works well for Gen X might never reach Gen Z unless it’s also transformed into a TikTok video or Instagram carousel.

If your content doesn’t show up where your audience searches, you’re not just missing traffic, you’re missing relevance.

How Are LLMs Transcending Generational Divides?

While different generations are searching for content and information in slightly different ways, one thing remains the same, from Gen X to Gen Z, both generations are looking at Chatgpt and other AI tools for answers. We’ve all seen those AI-made images and the shares, likes, and comments they get on platforms like Facebook. But surprisingly, even Gen Z is constantly using AI to find information, in fact, they’re using it the most. Around  61% of Gen Z use AI in their daily lives compared to 53% of Gen X (source).

Platforms have begun to incorporate AI heavily into their search engines, from Google’s integration of AI overviews into its SERP (search engine results page) to Microsoft’s incorporation of ChatGPT into its platform. It’s clear that AI is not going anywhere, and it does not seem like there is only one generation using AI. 

Does this mean that Google is dead?

Not yet – but it’s no longer the only game in town. The way people search has shifted, and the traditional search funnel has fractured across platforms. Whether it’s Gen Z using TikTok like a search engine or Boomers relying on Google and email, the expectations around how content is found and what it looks like, have changed.

Adapting your content strategy to reflect generational search patterns means creating channel-specific content that’s discoverable and engaging in the format and tone your audience prefers.

Want to optimize your content strategy for the audiences that matter most? Hive Digital can help you show up in the right place, at the right time, with the right message. Contact us today and transform your content strategy!