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Generation Z in the era of digital information

ÌÇÐÄÆƽâ°æ overview report on the way Gen Z search for information

This report gives an overview of how the Generation Z consumers in the United States search and find information. It includes a short consumer profile of Gen Zers and continues to explore their information seeking journey, sources, and tools.

Generation Z are highly reliant on digital information and this is how they can be reached by brands, companies, and institutions. This study is a guideline on how this group of consumers navigates the online world in search of information, data, and recommendations for products and services. With a spotlight on artificial intelligence usage, the report is aimed to shed light on the Gen Z information consumption and research.

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Table of contents

Gen Z consumer profile

  • Gen Z – a generation with a condensed media intake
  • Costs and social responsibility rank high among Gen Z’s priorities
  • Trust and relatability – key brand expectations

Gen Zers - the information seekers
  • What are Gen Zers looking for online?
  • Social search is on the rise
  • Marketers need to meet Gen Z on social media
  • News consumption happens online

Use of AI in research
  • The information journey could start with AI
  • Awareness is higher than usage
  • Search engines are not dead yet
  • Reservations concerning AI usage in news
  • AI in advertising? Depends on its tasks

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