What’s the first thing you do when you’re hunting for the best pizza spot in town, checking out reviews for the best VPN, or looking up answers to health concerns? For a growing number of people, the answer isn’t “Google it.” Instead, they’re turning to TikTok, Instagram, and AI tools like ChatGPT. Social media and AI are stepping into the spotlight as search tools, with younger generations leading the charge.
ExpressVPN’s survey of 4,000 people across the U.S., UK, France, and Germany reveals a big shift in how we search for information. While Google still holds its ground, Gen Z and Millennials are embracing social media and AI for everything from restaurant recommendations to research, and troubleshooting tips. These platforms are changing the game for how we discover and decide.
So, why are these generations moving away from traditional search engines? And what makes social media and AI so irresistible when searching for answers? Here’s what the data reveals.
76% of full-time workers use Google daily—but social media is gaining ground
When you need quick, reliable answers, it’s hard to beat Google. That’s why, even as search habits shift, many people still count on it daily—especially full-time workers and older generations. But for younger users and those looking for something more dynamic, social media is increasingly taking center stage.
Among full-time workers, 76% use Google every day, relying on its speed and reliability to juggle work tasks and personal needs. It’s no surprise that those with packed schedules, like the self-employed (73% daily users), also consider it a non-negotiable tool.
Older generations also show strong loyalty to Google, valuing its no-fuss, results-oriented approach. People aged 35–42 are the platform’s most devoted users, with nearly 80% searching daily. The trend holds steady among those aged 43–58 (74%) and even retirees (63%), who turn to Google for everything from planning trips to managing day-to-day errands.
So, why does Google continue to dominate for these groups? Familiarity plays a big role. Many grew up with Google as the default search tool, making it second nature to reach for when questions arise. It’s reliable, easy to use, and offers quick results—all key for those who value practicality over experimentation.
Interestingly, men are slightly more likely than women to use Google daily—75% versus 70%. The difference isn’t huge, but it hints at varying online behaviors. Regardless, both groups continue to favor traditional search engines for their straightforward functionality.
However, while Google is holding its ground with older and professional audiences, the story shifts when it comes to younger generations.
Gen Z and Millennials are less dependent on Google
For younger generations, social media is becoming their go-to search tool, transforming how they discover everything from dinner spots to life hacks. Platforms like TikTok and Instagram deliver quick, engaging answers tailored to their needs.
Our survey highlights just how much this shift is taking hold. Among 18–26-year-olds, 66% rely on social media daily to find answers. It’s a natural fit for a generation that prioritizes speed, visuals, and authenticity. From bite-sized how-tos to product recommendations, these platforms offer the kind of interactive and visually immersive content that traditional search engines struggle to match.
Younger Millennials are also joining the trend. Among those aged 27–34, 60% use social platforms daily as part of their search habits, turning to Instagram reels or Facebook groups for recommendations. Even 62% of 35–42-year-olds and 58% of 43–58-year-olds now use social media regularly for searches. Older users may lean more on Facebook than TikTok, but the appeal of community-driven advice and reviews resonates across generations.
Women appear to be embracing this trend slightly more than men, with 63% of women using social media daily for searches compared to 57% of men. And it’s not only casual browsers—students and professionals are leading the way. 63% of students use social platforms daily to find information, while 61% of full-time employees and 59% of part-time workers turn to these tools for recommendations and solutions. Even among the unemployed, social media fills the gap, with 50% using it daily to explore opportunities or tips, further proving its accessibility and relevance.
How people are using social media for searches
What makes social media so appealing for searches? It’s the personal touch—user-generated content, authentic reviews, and real-time insights that traditional search engines can’t replicate. Whether it’s discovering a new recipe, planning a trip, or finding the best local spots, social platforms are where more people are turning to connect with information that feels relevant and relatable.
Entertainment and reviews top the list of social media searches
What are you searching for on social media?
| Category | 18–26 | 27–34 | 35–42 | 43–58 | 59–65 |
| News and current events | 35% | 42% | 52% | 49% | 42% |
| Recipes and food inspiration | 36% | 39% | 41% | 37% | 34% |
| Entertainment content | 42% | 43% | 44% | 32% | 24% |
| Product reviews | 34% | 36% | 39% | 35% | 29% |
| Recommendations for restaurants | 42% | 39% | 36% | 30% | 25% |
| Local businesses/services | 30% | 37% | 37% | 34% | 30% |
| Events and local activities | 33% | 35% | 35% | 29% | 28% |
| Tutorials and how-to guides | 37% | 33% | 32% | 26% | 22% |
| Travel and destination advice | 29% | 30% | 39% | 30% | 28% |
According to our survey, entertainment content like memes, videos, and viral challenges tops the list of searches, with 42% of Gen Z (18–26) and 44% of those aged 35–42 saying it’s their go-to. Social media platforms are the perfect environment for these lighthearted escapes, offering a constant stream of engaging, shareable moments.
But it’s not just fun and games. Practical searches are thriving too. Restaurant recommendations tie with entertainment for Gen Z, with 42% using social media to find their next favorite dining spot. Millennials and older groups aren’t far behind, with 39% of 27–34-year-olds and 36% of 35–42-year-olds seeking meal suggestions on platforms like Instagram or TikTok. For younger users, this often comes with a side of visuals—like TikToks showcasing mouthwatering dishes or Instagram reels with foodie tips.
Reviews are another key driver. Whether it’s deciding on a new product or scoping out a local service, 34% of Gen Z and 39% of users aged 35–42 value the real-life feedback and recommendations from social media communities. These platforms provide the kind of peer-based insights that make users feel confident in their choices.
“Younger users search social media for entertainment and restaurants, while older generations prioritize news and recipes.”
For those planning outings, tutorials and local event searches are growing in popularity too. Over a third of 18–26-year-olds (37%) look for how-to guides, while 33% search for nearby events and activities. Social media makes it easy to discover what’s happening now, thanks to real-time updates and community-driven content.
Interestingly, older users are catching on to these habits, albeit at a slower pace. While their numbers aren’t as high, 43% of 27–34-year-olds and 49% of 43–58-year-olds say they turn to social platforms for news and updates. Even for 59–65-year-olds, news searches remain a primary use case, reinforcing that social media is a tool for staying informed across all ages.
TikTok takes the lead among younger users, while Facebook dominates across ages
Our survey reveals a clear generational divide when it comes to the social media platforms people use to search for information. While TikTok’s popularity skyrockets with younger users, older generations and some demographics still turn to Facebook for its reliability and community connections.
For Gen Z (18–26), TikTok is the star of the show. Nearly half (49%) use it as their primary search platform, drawn to its visual content and engaging format. Instagram follows, but at a distant 27%, while Facebook lags behind at just 11%. This generation values immediacy, creativity, and the kind of user-driven insights TikTok excels at delivering.
Younger Millennials (27–34) take a more balanced approach. Both Instagram and Facebook share the top spot at 28%, with TikTok close behind at 24%. This group appreciates the polished aesthetic of Instagram but still relies on Facebook’s functionality for local services or event planning.
“TikTok is the favorite social media platform for Gen Z searches, while Facebook remains the cornerstone for older generations.”
As we look at older generations, Facebook firmly takes the lead. For those aged 35–42, 45% prefer it for searches, and this number climbs to 51% among 43–58-year-olds and 54% for those 59–65. Familiarity and established social networks make Facebook a trusted source for finding everything from neighborhood recommendations to group discussions.
Interestingly, gender plays a role in platform preferences. Women are more likely to favor TikTok, with 26% relying on it for searches compared to 15% of men. Facebook, however, remains consistently popular for searches across both genders, with 39% of men and women using it most frequently.
Why social media works for search
Why do you prefer social media for searches?
| Response | 18–26 | 27-34 | 35-42 | 43-58 | 59-65 |
| More visual and engaging content (e.g., videos, images) | 43% | 37% | 37% | 27% | 24% |
| More up-to-date and real-time information | 32% | 31% | 35% | 30% | 27% |
| Feels more personalized and relevant to my interests | 35% | 30% | 34% | 29% | 26% |
| Easier to ask questions and get direct responses from users | 30% | 32% | 33% | 29% | 25% |
| User-generated content with real-life experiences and reviews | 32% | 30% | 27% | 23% | 22% |
| Access to local recommendations and community-specific tips | 27% | 25% | 27% | 23% | 20% |
For many users, the visuals, interactivity, and relatability of social media make it the go-to for certain types of searches. But why do people turn to TikTok, Instagram, or Facebook instead of Google? The data reveals a blend of factors that set social platforms apart.
For younger generations, it’s all about engaging, real-time content. Among Gen Z (18–26), 43% prefer social media for its visual and immersive experience. Platforms like TikTok offer video-rich, creative answers that are instantly captivating. At the same time, 32% value real-time updates and 35% appreciate the personalized and interest-driven nature of what they see.
Millennials and even older groups also find social media’s user-generated content appealing. Reviews, firsthand experiences, and community-driven insights hold a level of authenticity that traditional search engines can’t replicate. Across age groups, around 30% of respondents also highlight the ease of asking direct questions and receiving immediate responses from users, creating an interactive and dynamic way to search.
“Social media’s visual, personalized, and real-time content gives it an edge, especially for younger generations seeking engaging and immediate answers.”
While entertainment and visuals are key drivers, practicality also comes into play. Nearly 27% of respondents cited the ability to access local recommendations and community tips as a major factor in their preference for social media. Whether it’s a TikTok showcasing the best new restaurant or a neighborhood Facebook group discussing local services, these platforms bring a community-focused dimension to searching.
Interestingly, the reliance on social media varies with age. Older groups are less swayed by the visual or interactive aspects but still turn to platforms like Facebook for its established networks and trusted recommendations. For users aged 43–58, 27% prefer the platform for its personalized touch, while a growing number also appreciate its real-time relevance.
Community feedback drives social media searches
When it comes to finding the perfect meal, a new travel destination, or the latest shopping recommendations, the opinions of others matter. For many, community feedback and reviews on social media are a central part of the decision-making process.
Our survey shows that 63% of people consider community feedback either important or extremely important when searching for recommendations. This highlights the power of user-generated content, where real-life experiences and insights hold more weight than purely objective information.
For 24%, community feedback is a key factor they rely on heavily. Platforms like Reddit, Facebook, and X thrive on this dynamic, offering reviews, comments, and firsthand advice that feels authentic and relevant. Another 39% consider this feedback important, often using it alongside other sources to shape their choices.
Challenges of using social media as a search tool
While social media offers a dynamic, engaging way to find answers, it’s not without its downsides. For many users, frustrations like intrusive ads, unverified information, and biased content can make searching on these platforms less seamless than it seems. In fact, our survey shows that these challenges are why some still rely on traditional tools like Google for certain searches.
Ads disrupt the experience
A frustration for 41% of users is the sheer number of ads on social media platforms. While platforms like Instagram, X, and TikTok thrive on monetizing content, the constant interruptions can make the search experience feel cluttered and less efficient. For those seeking straightforward answers, the ad-heavy environment can be a deal-breaker.
Trust issues with information
Another common challenge is credibility. Social media is a hotbed for user-generated content, but 38% of respondents say the lack of verification makes it hard to trust the information they find. Whether it’s a restaurant review or a DIY tutorial, users are often left wondering if the advice is reliable—or just noise.
The problem with bias
Social media’s strength is its personalized, community-driven content. But that same strength can become a weakness. About 32% of users report frustration with biased or overly opinion-driven results. Recommendations and reviews are often subjective, which can skew perceptions and make it difficult to form well-rounded conclusions.
Finding specific answers isn’t always easy
Despite its real-time interactivity, social media can fall short when users need precise or technical information. Nearly 29% of respondents say they struggle to find specific answers, especially for niche or complex topics. Unlike search engines with indexed databases, social platforms often lack the structure to deliver targeted results.
Misinformation: A growing concern
The spread of misinformation is another issue that comes with using social media as a search tool. Our survey reveals that 75% of users have encountered misleading or false information on social media, with 20% reporting this frequently and 54% encountering it occasionally. Whether it’s outdated advice or outright falsehoods, misinformation erodes trust and highlights the risks of relying solely on these platforms.
“75% of users report seeing misinformation on social media at least occasionally, making trust a key challenge in the search experience.”
For some, the risks are worth the rewards. However, for 25% of respondents who say they rarely or never encounter misinformation, the experience is smoother, showcasing that careful navigation can mitigate these risks.
The growing appeal of AI search tools
Social media isn’t the only platform challenging Google’s dominance. AI-powered tools like ChatGPT and Bard are quickly becoming the go-to for complex, personalized, or conversational searches. These tools take what we love about social media’s interactive approach and refine it with tailored, in-depth responses.
How often do you use AI tools like ChatGPT or Gemini instead of Google to answer your search queries?
| Response | 18-26 | 27-34 | 35-42 | 43-58 | 59-65 |
| Frequently | 30% | 21% | 18% | 10% | 7% |
| Occasionally | 30% | 35% | 27% | 25% | 19% |
| Rarely | 20% | 17% | 21% | 16% | 16% |
| Never | 16% | 22% | 27% | 37% | 44% |
| Not familiar with AI | 4% | 5% | 7% | 12% | 14% |
For younger generations, AI tools are already a staple. 80% of Gen Z (18–26-year-olds) have used platforms like ChatGPT, with 30% using them frequently. Millennials are close behind, with 73% of 27–34-year-olds incorporating AI into their search habits. These tools align perfectly with what younger users want: answers that are fast, conversational, and adaptable. Whether it’s diving into a complex topic, troubleshooting technical issues, or seeking advice tailored to personal needs, AI provides what traditional search often lacks.
What do you find beneficial about using AI tools like ChatGPT or Bard rather than Google for searches?
| Benefit | Percentage |
| Faster answers for complex or open-ended questions | 42% |
| Direct, conversational responses to questions | 39% |
| Ability to ask follow-up questions in real-time | 37% |
| More detailed explanations and context | 36% |
| Personalized responses tailored to input | 35% |
| Feels more interactive and engaging | 29% |
But the appeal goes beyond speed and convenience. Our survey reveals that 42% of users value AI tools for delivering faster answers to complex or open-ended questions. Unlike traditional search engines, AI platforms can break down intricate queries into clear, actionable insights.
Another standout feature is how conversational AI tools feel. 39% of respondents highlight the ability to receive direct, conversational responses. This interactive format allows users to refine their questions, dig deeper, and explore topics in real time, making the search process feel less like looking up information and more like having a dialogue.
AI’s strength also lies in providing context. 36% of users appreciate the detailed explanations these tools offer, while 35% value personalized responses that adapt to individual needs. Instead of generic search results, users get tailored answers that feel relevant and specific to their situation.
Even the format itself is a draw. 29% of respondents say AI tools are more engaging and interactive, making the process feel less transactional. This dynamic experience, combined with the platform’s utility, is why AI tools are gaining ground with users of all ages.
That said, older generations are slower to adopt these tools. While 51% of 43–58-year-olds have tried AI, only 10% use it frequently. For users over 59, adoption drops further, with 42% having used AI but many sticking to familiar search engines. Their caution reflects a preference for what they know, rather than a resistance to AI itself.
ChatGPT reigns supreme, but Google’s AI enters the picture
When it comes to AI tools, ChatGPT is the clear favorite. Nearly 7 in 10 users (68%) name it their top choice for answering questions, with competitors like Gemini (28%) and Bard (27%) trailing behind. ChatGPT’s conversational format and ability to provide in-depth answers have made it a standout tool, particularly for younger users looking for personalized and engaging responses.
However, Google is taking steps to stay in the game. By integrating AI directly into its search page, the tech giant is blurring the lines between traditional search and conversational tools. While ChatGPT currently dominates, Google’s move to embed AI-powered insights could reshape the way users engage with search—especially for those who prefer the familiarity of a Google experience paired with the power of AI.
What people search for using AI tools
So, what are users looking for when they turn to AI instead of traditional search engines or social platforms? The answer lies in their versatility.
What types of information do you primarily search for using AI tools?
| Response | Percentage |
| Complex topics or deep research | 42% |
| Personalized advice or recommendations | 38% |
| Technical support or troubleshooting assistance | 36% |
| How-to guides or tutorials | 34% |
| Health and wellness queries | 31% |
For many, AI shines in tackling complex topics and deep research. Whether it’s unraveling a complicated subject for a project or diving into niche questions, 42% of users see AI tools as a way to cut through dense information and get clear, tailored answers.
But it’s not just about research. 38% of users rely on AI for personalized advice and recommendations, whether they’re planning their next vacation, seeking career guidance, or looking for product suggestions. This ability to offer answers that feel tailored to the individual sets AI apart from static search results.
When it comes to problem-solving, AI also plays a practical role. 36% of respondents use these tools for technical support or troubleshooting—an area where conversational, step-by-step guidance makes all the difference. AI becomes the friendly assistant you need when dealing with tech challenges or DIY fixes.
How-to guides and tutorials are another popular use, with 34% of users turning to AI for help with tasks like cooking, learning new skills, or navigating apps and software. Its ability to provide clear, actionable steps is a major draw.
Finally, 31% of users are exploring health and wellness queries through AI. From fitness advice to understanding symptoms, AI tools offer an approachable way to get information while maintaining privacy.
How privacy concerns shape search choices
Speaking of privacy, concerns about data usage are influencing how people choose their search tools. Platforms like social media and AI tools offer new ways to find information, but questions around personal data handling play a big role in shaping preferences. For many users, balancing convenience with privacy is a key part of the decision-making process.
How do privacy concerns affect your search choices?
| Response | 18-26 | 27-34 | 35-42 | 43-58 | 59-65 |
| I prefer using Google as I find it more transparent about data usage | 25% | 25% | 29% | 37% | 34% |
| Privacy is not a major factor in my decision | 15% | 17% | 18% | 21% | 20% |
| Privacy concerns make me avoid using AI tools altogether | 12% | 13% | 12% | 14% | 16% |
| I prefer using AI tools because they offer better privacy protection | 20% | 16% | 13% | 9% | 9% |
| I prefer using social media because I trust their privacy settings | 16% | 16% | 12% | 9% | 7% |
| Privacy concerns make me avoid using social media for searches | 8% | 7% | 9% | 7% | 11% |
| Privacy concerns make me avoid using Google for searches | 4% | 6% | 4% | 4% | 2% |
Despite its reputation for rampant data collection, Google maintains an edge when it comes to trust in transparency, particularly among older generations. 37% of 43–58-year-olds and 34% of those aged 59–65 say they prefer Google because they find it more upfront about how it handles their data. Even among younger groups, trust in Google’s approach remains notable, with 25% of Gen Z and 27–34-year-olds favoring it for this reason.
AI tools, however, are gaining ground with privacy-conscious users. 20% of Gen Z respondents prefer AI tools like ChatGPT and Bard, believing they offer better privacy protection. This sentiment extends to 16% of Millennials aged 27–34, who value the ability to explore queries in a private, controlled environment. These tools provide a space for users to dig deeper into personal or complex questions without the public nature of social media platforms.
“Privacy concerns influence not just what people search for, but also where they feel safe doing it—whether it’s Google, AI tools, or social media.”
Social media, despite its popularity, faces greater skepticism. 16% of Gen Z users trust the privacy settings on platforms like TikTok and Instagram, but this drops significantly among older generations, with only 9% of 43–58-year-olds feeling the same. Privacy concerns also lead some to avoid social media entirely for searches, with 11% of users over 59 steering clear.
For a smaller but notable group, privacy concerns are a dealbreaker across the board. 12% of Gen Z and 13% of Millennials avoid AI tools for this reason, while 7% in both groups avoid social media searches. These figures rise slightly among older users, with 16% of those over 59 avoiding AI tools and 11% steering clear of social media entirely.
However, not everyone prioritizes privacy. 21% of 43–58-year-olds and 20% of users over 59 say privacy concerns don’t significantly impact their search habits. Younger generations are less likely to dismiss privacy as a non-issue, but 15% of Gen Z and 17% of younger Millennials say it’s not a major factor.
Concerned about privacy while you search?
With ExpressVPN, you can keep your online activity secure and private—no matter where your searches take you. Keep your real location to yourself and hide your traffic from third parties like your internet service provider.
Redefining the future of search tools
What future improvements do you want in search tools?
| Response | Percentage |
| Better accuracy and less misinformation | 44% |
| Improved privacy and data control | 35% |
| Faster, more interactive responses | 32% |
| More personalized and context-aware responses | 28% |
| Integration across multiple platforms and tool | 20% |
As search tools evolve, the challenge lies in redefining them. Our survey highlights what users want from the next generation of search tools: more trust, more relevance, and more humanity. But beneath the data lies a deeper question: How do search platforms not only adapt to user demands but also shape the way we interact with information itself?
For users, accuracy and privacy are non-negotiable. A significant 44% want search tools to tackle misinformation better, while 35% prioritize greater control over their data. These reflect a growing fatigue with unreliable information and invasive practices. The message is clear: People want search tools they can trust to serve their needs without compromising their integrity.
“Users want more than answers—they want search tools they can trust, that understand, and that evolve with them.”
But there’s also a hunger for connection. Users increasingly want their searches to feel less transactional and more intuitive. It’s not enough for search tools to answer questions; they must understand the context, anticipate the next query, and feel like a genuine collaborator. This explains why 28% of users are calling for more personalized and context-aware responses—not to feel catered to, but to feel understood.
Even the way we think about search is expanding. Imagine a future where searching isn’t bound to a single platform or device but exists as an invisible layer across everything we do. The 20% who hope for better integration across tools envision a world where the barriers between AI, social media, and traditional search engines dissolve into one seamless ecosystem.
Perhaps the most intriguing insight lies in the unspoken: Users are no longer passively consuming what search tools offer. They’re questioning the structures that deliver their information, from who controls the algorithms to what values are baked into them.
So the real question isn’t, “What do users want from a search tool?” It’s, “How will the next evolution of search tools help us ask better questions and demand better answers?”
What’s your go-to for finding answers—Google, social media, or AI tools? Share your preferred search tool in the comments below!