Here’s how Gen Z searches (new data)
Gen Z searches differently. But how? This data helps illuminate.
But first, a PSA about ALL generations: People search for many reasons.
There's no single platform -- or reason -- that matches all search needs.
With that, here are some terrific insights into how different generations search, from a new study by Yext:
Boomers: Most likely to be traditional searchers who prefer structured, factual answers
Gen X: Also traditionalists, but more likely than Boomers to value reviews and recommendations
Millennials: Agnostic and inquisitive; nearly as likely to view search as an in-depth tool as they are to want fast, factual answers
Gen Z: Even more agnostic; as likely to say they search for creative projects as they are for factual answers.
Source: Yext, “The Rise of AI Search Archetypes,” conducted March-April 2025.
The study also digs into search "archetypes" (I love this part) and consumer trust in AI platforms.
So, how do your search habits compare to your generation? For me, this is pretty accurate - I'm definitely doing more open-ended searching and queries in AI but I'm still a heavy Google user for quick facts. And because I'm a researcher, I do a lot of exploring topics indepth (on both traditional and AI platforms).
Survey methodology (per Yext): The results in this report are from an online survey of 2,237 adults who made a purchase online within the past three months and used voice search (e.g., Siri, Google Assistant, Alexa) or conversational AI (e.g., ChatGPT, Perplexity, Claude) to find information online. The survey was conducted from March 20 to April 6, 2025, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from four countries: the United States, the United Kingdom, France, and Germany.