Traditional versus Social Searching Amongst Gen Z: Preliminary Results on Perceptions and Future Use
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Paper Number
ICIS2025-1305
Paper Type
Short
Abstract
Social platforms popularity as a search mechanism is on the rise particularly for Generation Z. Previously, traditional platforms have been the go-to application to ‘search’, however there is now a new contender. Gen Z prefer particular social platforms for specific search goals and favor the features of social platforms. Does this mean traditional platforms are on the way out? In this work in progress research study, Gen Z are asked to provide their perceptions and future use of traditional and social platforms. A questionnaire survey was conducted with 50 participants. Descriptive statistics and regression analysis were used to analyze results. Results indicate Gen Z prefer traditional platforms, their perception of quality and satisfaction between traditional and social platforms are similar. Gen Z indicates continuing to use both platforms in future searches. Results have implications for industry players of both platforms in relation to how to remain visible and relevant.
Recommended Citation
Norman, Areesha Munira and Inthiran, Anushia, "Traditional versus Social Searching Amongst Gen Z: Preliminary Results on Perceptions and Future Use" (2025). ICIS 2025 Proceedings. 10.
https://aisel.aisnet.org/icis2025/user_behav/user_behav/10
Traditional versus Social Searching Amongst Gen Z: Preliminary Results on Perceptions and Future Use
Social platforms popularity as a search mechanism is on the rise particularly for Generation Z. Previously, traditional platforms have been the go-to application to ‘search’, however there is now a new contender. Gen Z prefer particular social platforms for specific search goals and favor the features of social platforms. Does this mean traditional platforms are on the way out? In this work in progress research study, Gen Z are asked to provide their perceptions and future use of traditional and social platforms. A questionnaire survey was conducted with 50 participants. Descriptive statistics and regression analysis were used to analyze results. Results indicate Gen Z prefer traditional platforms, their perception of quality and satisfaction between traditional and social platforms are similar. Gen Z indicates continuing to use both platforms in future searches. Results have implications for industry players of both platforms in relation to how to remain visible and relevant.
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