Gen Z Social Media Shopping: What the 46% Figure Really Shows

A survey of 2,000 Americans by Forbes Advisor and Talker Research found that 46% of Generation Z prefer social media over traditional search engines. The findings were summarized by eMarketer in June 2024. The survey measured general search habits, not shopping alone, and covered the United States. For Indian readers, the figure shows a direction of change, not how young Indians shop.

The 46% figure is quoted often, but it needs careful reading. It comes from a US sample of 2,000 people and measures general search habits. It does not measure shopping alone. Treating it as an Indian shopping statistic would be a mistake.

The same survey shows why the shift matters. Gen Z uses search engines for brand discovery far less than older groups: 64% against 94% for Baby Boomers. Discovery is moving to feeds, where brands are found through videos and creators rather than typed queries.

Platform choice matters as much as the headline number. The finding that 57% of people use YouTube like Google suggests video platforms now work as search tools, not only as entertainment.

The picture is mixed. Google has pointed to data that 80% of Gen Z use Google for some part of shopping, and says Circle to Search sees high engagement among 18-to-24-year-olds. Marketing-industry trackers report that 72% of Gen Z have bought directly through a social app, and that real reviews are the top purchase influence for 63%. These come from different surveys, mostly in Western markets, and should not be added together.

India-specific research points the same way. Hobo.Video, an influencer-marketing firm, found that 83% of its 1,200-plus Gen Z sample had bought through Instagram Reels or Stories. Because the firm sells influencer marketing, the figures reflect its own sample. A report by Rukam Capital, Gen Z: A Deep Dive into India's Most Influential Consumer Cohort, was covered on 1 October 2026.

Short-term: Brands targeting young shoppers are likely to weigh creator videos and short-form content alongside search listings. Gen Z buyers may increasingly meet products first on Instagram Reels, Stories and YouTube Shorts. For readers, the immediate change is in where discovery happens: the feed, not the search bar. Real reviews, which 63% of Gen Z name as the top purchase influence in marketing-industry figures, give creators weight.

Long-term: The data suggests search is splitting across platforms rather than disappearing. Google still sees use for part of shopping by 80% of Gen Z, according to its own figures. Google executives have acknowledged young people going to TikTok or Instagram for some queries. Over time, brands may need a presence both on search and on video platforms. Findings from different surveys use different methods, so the exact scale of the shift remains open.

Who is affected: The findings most directly affect Gen Z consumers, brands and marketers, and creators who influence purchases. In India, the Hobo.Video sample of more than 1,200 Gen Z shoppers shows heavy use of Instagram and YouTube Shorts for buying and discovery. Fashion, beauty and gift categories stand out in the US survey. Young job seekers and students interested in digital marketing or content creation may find these platforms relevant for careers.

Questions and Answers