Do Millennials Turn to Search or Social for Suggestions? A Survey of 4,000 Users Says Search
For years, it has been argued that traditional search traffic will eventually die down as younger users turn to social media to ask questions. New research from SurveyMonkey shows that no matter the demographic, more users turn to search engines when gathering information.
What this means for marketers: SurveyMonkey collected responses from about 4,000 people and put them in specific search scenarios to determine which method they were most likely to use. One example scenario included finding a new dentist.
Many respondents indicated that their first choice would be a recommendation from a friend or relative, but 36% chose to turn to a search engine and just 5% chose social media. Millennials (ages 18-34) were even more likely to use search than respondents in the 35-64 age group.
Traditional search traffic shows no signs of slowing down, so prioritizing SEO becomes more important by the day. The same research shows that 62% of millennials conduct at least five searches per day. Relying on social media presence is not enough for this massive audience to find you. Brands should take advantage of this opportunity and make sure their website performs well in organic search.