Global: where does Gen Z do its product research?

Globally, approximately half of Generation Z used search engines like Google when doing research on products they intend to buy in 2023. This makes search engines the most commonly used source of information for product research among consumers. Many also used social media for such purposes. Millennials likewise used these sources, but were also more likely than Gen Z to use price comparison websites.

Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023

Characteristic	Share of respondents
Search engine (e.g., Google)	48%
Social media (e.g., Facebook, TikTok)	44%
Amazon	34%
Speaking to other people (e.g., friends, family, colleagues)	33%
Customer reviews on retailer websites	31%
Retailer websites	29%
Price comparison websites	22%
Websites/apps that sell resale, upcycled or previously used products	19%
Chatbots	5%
None of the above	3%

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Release date

June 2023

More information

Region

Worldwide

Survey time period

June 2023

Number of respondents

8,975*

Age group

18 years and older

Special properties

consumers who shopped online at least once in the previous year

Supplementary notes

This question was phrased by the source as follows: "In general, where do you typically research the items/products that you intend to buy?"

* Total number of respondents. The number of respondents per generation was not provided by the source.
Consumers across the following 25 countries and territories were polled:
Australia, Brazil, Canada, China, Egypt, France, Germany, Hong Kong SAR, India, Indonesia, Ireland, Japan, Malaysia, Mexico, the Philippines, Qatar, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Thailand, the United Arab Emirates, the United States, and Vietnam.

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