Instagram and Social Media Gain Ground on Google for Product Discovery

Instagram has become the leading place for young US consumers to discover products, according to a GRIN survey conducted in January 2025 among 1,002 people aged 18 to 65 and older.

Among respondents aged 18 to 27, Instagram accounted for 30.4% of product-discovery preferences. TikTok followed with 23.2%, while Google stood at 18.8% and YouTube at 14.5%.

The pattern changes among older groups. Google remained the preferred starting point for millennials, at 42.45%, Generation X, at 41.1%, and baby boomers, at 55.9%.

Other findings point to a narrower gap. Forbes, using GWI data, found that Generation Z’s use of Instagram, TikTok and Google to “search for information” was relatively even, at 67%, 62% and 61%, respectively. Adobe Express also reported that Gen Z’s stated preference for TikTok over Google fell from 8% in 2024 to 4% in 2026.

The figures place social platforms alongside, rather than simply against, Google in the product journey. Brands are therefore expanding their digital presence across search engines and social networks to take part in how consumers find new products.