In a significant shift in consumer behavior, social media has emerged as the primary source of search and discovery for Generation Z, surpassing traditional search engines. According to new research from Sprout Social, 41% of Gen Z users now turn to social platforms first when seeking information—well ahead of search engines (32%), chat-based AI tools (11%), and even friends and family (9%).

This trend is more than a generational quirk—it represents a broader transformation in how people of all ages engage with digital content, make purchasing decisions, and experience the world around them. Sprout Social’s Q2 2025 Pulse Survey, conducted by Glimpse, captured responses from over 2,200 social media users across the US, UK, and Australia, and paints a clear picture of how deeply embedded social platforms have become in everyday life.

Social Is Now a Discovery Engine

The research highlights that more than 1 in 3 consumers across all age groups prefer to search on social media for product reviews and recommendations. A similar proportion—35%—turn to social first when searching for local restaurants and activities. This preference reflects how social content, including influencer posts, brand videos, and community-generated insights, feels more immediate, relevant, and trustworthy than traditional search results.

This behavioral shift is already impacting businesses. A striking 76% of respondents say that social content has influenced a purchase within the past six months. For Gen Z, that number jumps to an overwhelming 90%, and for Millennials, 84%. Whether it’s discovering a new skincare brand on Instagram or learning about a tech gadget via YouTube reviews, social platforms are not just shaping preferences—they’re driving conversions.

“Largely driven by Gen Z, social is becoming the new search engine,” said Scott Morris, Chief Marketing Officer at Sprout Social. “This shift is transformative, not just for social media, but for commerce and business overall. It’s changing how consumers discover products and brands. For marketers, social must now be treated as the front-line channel for building awareness, managing perception, and gathering real-time feedback.”

The Trust Factor: Why Users Choose Social First

What sets social apart isn’t just accessibility or speed—it’s trust. Younger users, in particular, believe that social platforms provide richer, more engaging, and more trustworthy experiences. Many are using social not just passively but intentionally—curating feeds to reflect personal values, interests, and identities. As a result, social is delivering benefits that extend beyond commerce.

In the past six months alone:

• 60% of users said social had a net-positive impact on their mental health, compared to just 18% who reported a negative impact. This rose to 71% for Gen Z.
• 47% said social helped them improve their financial decision-making. Among Gen Z, that number climbed to 62%.
• 53% reported improved social lives through engagement on platforms, with the figure rising to 64% for Gen Z.

These findings challenge common narratives around the detrimental effects of social media, highlighting instead how it can serve as a tool for connection, education, and empowerment—particularly when used with intention.

Platform Preferences and Emerging Trends

The study also shed light on platform dynamics and emerging user behaviors:

• Facebook (81%), YouTube (71%), and Instagram (66%) remain dominant globally, with YouTube gaining ground as a top destination.
• Community-based platforms like Reddit are on the rise, with 51% of users planning to spend more time there in the next six months, increasing to 63% for Gen Z and Millennials.
• Creator-driven platforms like Substack and Patreon are being adopted by over half of Gen Z and Millennial users.

What This Means for Brands

As social media cements itself as a primary tool for discovery and decision-making, the implications for brands are clear: meeting consumers where they are means prioritizing social channels—not just for content distribution, but for relationship-building and customer care.