Source: From Search to Research

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The data shows a clear trend: search engines are slowly losing their grip as the go-to discovery tools, with a notable decline from 34% in 2018 to 29% in 2023 in their use for brand discovery.

Meanwhile, brand discovery via social media has surged from 36% in 2018 to 49% in 2023 (in North America), highlighting a dramatic shift in how consumers engage with brands.

% of Gen Z in Europe/North America who say switzerland telegram data they use search engines for brand and product discovery
% of Gen Z in Europe / North America who say they use social media for brand and product discovery
Source: From Search to Research
Reddit’s Role in Modern Content Discovery: What People Have to Say About It
Reddit’s growing influence in the realm of online search and discovery can be attributed to its foundation of trustworthiness and community engagement.

Unlike traditional search engines that rely heavily on algorithms and paid advertisements, Reddit provides a platform where content is driven by user interest and authenticity.

For Gen Z, the appeal of Reddit lies in its ability to offer curated, personalized experiences that resonate with their values and interests.

This generation values transparency and authenticity above all, making them particularly sensitive to the quality of information they encounter online.